There’s a lot for Hailey Bieber and her fans to celebrate this week. The 27-year-old model and entrepreneur just closed a massive deal that solidifies her position as a powerful force in the beauty industry. On Wednesday, it was officially announced that e.l.f. Beauty, a major American cosmetics company, is acquiring Rhode, Bieber’s skincare and beauty brand, in a deal valued at up to $1 billion.
This acquisition not only marks one of the biggest celebrity beauty deals in recent years but also positions Rhode for rapid expansion under a publicly traded company that shares similar values in terms of affordability, innovation, and cruelty-free practices.
Inside the Billion-Dollar Deal: What’s Included
According to The Wall Street Journal, e.l.f. Beauty will initially pay $800 million at closing — $600 million in cash and $200 million in e.l.f. stock. There is also an additional $200 million set aside in potential milestone payments over the next two years, depending on Rhode’s growth and performance.
Rhode, launched by Hailey Bieber in June 2022, quickly gained popularity for its minimalist approach to skincare, accessible pricing, and clean aesthetic. In just under three years, the brand generated over $200 million in net sales as of March 2025 — an impressive feat for any startup, let alone one in the hyper-competitive beauty sector.
Hailey Bieber Reacts: “This Is Only the Beginning”
Hailey Bieber didn’t hide her excitement. She took to Instagram shortly after the announcement to share her thoughts on what this deal means — not just for her, but for the community that helped build Rhode.
“I found a like-minded disruptor with a vision to be a different kind of company,” she wrote, referring to e.l.f. Beauty. “They believe in big ideas and innovation the same way I do. I feel invigorated, excited, and more ready than ever to step into an even bigger role.”
Bieber also announced that she will continue working with the brand in a dual leadership role — serving as both Chief Creative Officer and Head of Innovation for Rhode, while also becoming a Strategic Advisor to e.l.f. Beauty at large.
In her post, she thanked her internal team and the brand’s growing customer base:
“Thank you to everyone who has supported us — our team, our community, and all the Rhode fans. This is only the beginning.”
Her husband, pop star Justin Bieber, reposted her message and showed his support publicly on social media.
e.l.f. Beauty’s Statement: “Rhode is Ready for Rocketship Growth”
e.l.f. Beauty’s Chairman and CEO, Tarang Amin, described the acquisition as a strategic move aligned with the company’s broader goal to “disrupt norms” in the beauty space and reach new generations of consumers.
The move gives e.l.f. — already known for its affordable, clean, and cruelty-free products — a strong foothold in the skincare category, where Rhode has been thriving. The merger is expected to bring new innovations, international expansion, and greater retail availability for Rhode’s product line.
What Makes Rhode Different?
Rhode was launched with the goal of offering high-quality, effective skincare products at an accessible price. The brand’s initial launch included just three core items: a Peptide Glazing Fluid, Barrier Restore Cream, and a Lip Treatment. All products were packaged in a sleek, minimalist design and priced under $30.
Rhode quickly gained traction, especially among younger consumers on social media platforms like TikTok and Instagram, where Bieber’s personal brand and loyal fanbase helped the products go viral. Many items regularly sold out within hours of launch.
Rhode’s expansion has already begun — the brand has plans to roll out in Sephora stores in both the U.S. and the U.K. later this year, giving it even broader retail presence.
How Much Will Hailey Earn from the Deal?
According to reports from IndiaTimes and Insider, Hailey Bieber owns around 51% of Rhode. If those numbers are accurate, that puts her share of the deal’s current value at over $500 million.
However, after accounting for taxes, business obligations, and legal fees, industry experts estimate that her take-home earnings from this deal will fall somewhere between $170 million and $200 million — still a monumental personal achievement for the entrepreneur, who was already a successful model and public figure.
With this deal, Hailey could now be worth more than her husband Justin Bieber, whose net worth is estimated to be between $250 and $300 million.
Why This Deal Matters for the Beauty Industry
The acquisition of Rhode is part of a larger trend in the beauty world — where celebrity-founded brands are becoming some of the most sought-after companies. Following the massive success of Rihanna’s Fenty Beauty, Selena Gomez’s Rare Beauty, and Kylie Jenner’s Kylie Cosmetics, Hailey Bieber’s Rhode is now officially part of that elite club.
Unlike some celebrity brands that rely solely on the founder’s name, Rhode has stood out by focusing on scientific formulations, ethical sourcing, and clean beauty standards. These principles align closely with e.l.f.’s corporate mission, which emphasizes affordability, vegan ingredients, and cruelty-free testing.
What Comes Next?
With the acquisition set to close later this year, fans can expect broader product distribution, more product launches, and greater global reach for Rhode. Hailey Bieber’s continued leadership role means that the brand will likely retain its original DNA while benefiting from e.l.f.’s resources and infrastructure.
For e.l.f., the Rhode deal is also expected to help it tap into the Gen Z and Millennial markets even more deeply, reinforcing its image as a bold, inclusive, and modern beauty brand.
A Beauty Power Move
The $1 billion Rhode acquisition isn’t just a major win for Hailey Bieber — it’s a defining moment for the modern beauty industry. With Rhode’s rapid rise and e.l.f. Beauty’s proven track record, the partnership looks poised to disrupt skincare retail even further in 2025 and beyond.
As Bieber herself said, “This is only the beginning.”
