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Hailey Bieber has achieved a significant milestone in her entrepreneurial journey by selling her skincare brand, Rhode, to e.l.f. Beauty in a landmark deal valued at up to $1 billion. The transaction comprises $600 million in cash, $200 million in e.l.f. stock, and an additional $200 million contingent on Rhode’s future performance.
Launched in 2022, Rhode quickly gained traction in the beauty industry, generating $212 million in net sales in the fiscal year ending March 31, 2025 . The brand’s success is attributed to its minimalist product line and Bieber’s influential social media presence, which played a pivotal role in popularizing the “glazed donut skin” trend .
Despite the sale, Bieber will maintain a significant role in the company as Chief Creative Officer and Head of Innovation, ensuring that Rhode’s original vision continues under e.l.f. Beauty’s ownership . This move aligns with e.l.f.’s strategy to expand its portfolio with brands that resonate with younger consumers and have a strong digital presence.
While the deal’s headline value is $1 billion, Bieber’s personal earnings from the sale are substantial but not enough to classify her as a billionaire. Owning a 51% stake in Rhode, her gross earnings from the transaction could exceed $500 million. After accounting for taxes, her net payout is estimated between $170 million and $200 million .
The acquisition reflects a broader trend of celebrity-founded beauty brands achieving significant commercial success. Bieber’s strategic use of social media and her authentic engagement with fans have set Rhode apart in a crowded market, demonstrating the potential for influencer-led brands to achieve substantial growth and valuation.
As Rhode embarks on this new chapter under e.l.f. Beauty, plans are underway to expand its retail presence, including a launch in Sephora outlets in the U.S. and U.K. by late 2025 . Bieber’s continued involvement ensures that the brand will retain its core identity while benefiting from e.l.f.’s operational expertise and broader market reach.
