Hailey Bieber’s Rhode Acquired by e.l.f. Beauty in Massiv…

Hailey Bieber sold her skincare line Rhode to e.l.f. Beauty in a deal worth up to $1 billion.

On Wednesday (May 28), e.l.f. Beauty announced it would acquire the Bieber-founded brand for $800 million in cash and stock, according to Fortune.

The deal also includes the potential for an additional $200 million earnout based on Rhode’s performance over the next three years.

Bieber shared her excitement about Rhode’s next chapter with a statement on her Instagram account writing, “When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally. So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode.”

She continued, “I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand.”

Mandy Fields, e.l.f. Beauty’s CFO also told Fortune that Rhode is a “disruptor in the beauty space.”

“Hailey has built a brand that has gone from zero dollars to $212 million in less than three years,” she added.

Bieber, who is married to Justin Bieber and is the daughter of Stephen Baldwin, launched the brand in 2022—which focuses on direct-to-consumer skincare and makeup.

The brand amassed a major social media following with 3 million Instagram followers and $248 million in earned media value in 2024. Meanwhile, Bieber’s personal Instagram account tallies 54 million followers.

Rhode will also debut in physical stores through a partnership with Sephora in North America and the U.K. later this year.