Hailey Bieber Sells Rhode to e.l.f. Beauty in $1 Billion Deal Model and entrepreneur Hailey Bieber is selling her skincare and makeup brand Rhode to e.l.f. Beauty in a deal valued at up to $1 billion (£740m). Co-founded by Bieber in 2022 and named after her middle name, Rhode quickly gained momentum online with popular products like blush and lip tints.
Over the past year, it generated more than $200 million in net sales and is set to launch in Sephora stores in both the U.S. and U.K. e.l.f. Beauty praised the brand saying
“It’s a beautiful brand ready for rocketship growth”
Hailey Bieber is selling her beauty brand, Rhode, to e.l.f. Beauty in a deal valued at up to $1 billion. e.l.f.—short for eyes, lips, and face—is set to pay $800 million in a mix of cash and stock, with an additional $200 million contingent on future sales performance.
The acquisition is expected to finalize later this year. Haylie Bieber, who co-founded the brand in 2022 and named it after her middle name, will remain involved as the company’s Chief Creative Officer. She described the acquisition as the beginning of an exciting new chapter for Rhode.
In a joint announcement, she said the partnership with e.l.f. presents a major opportunity to expand the brand’s global presence and deliver more innovative products to their growing audience.
The rest of Rhode’s founding team and current executives will also continue to lead the business post-acquisition Rhode has gained significant popularity on social media platforms, especially TikTok, with viral hits like the peptide lip treatments and pocket blush.
The brand’s strong digital presence and loyal fanbase helped it generate
over $200 million in net sales in the 12 months leading up to March, and it’s
preparing to launch in Sephora stores in the U.S. and U.K. this year Hailey Bieber joins a growing list of celebrities who have found major success in
the beauty industry.
