Hailey Bieber sells Rhode beauty brand to e.l.f. in deal worth up to $1bn

Model Hailey Bieber is selling her skincare brand Rhode to e.l.f. Beauty in a deal worth up to $1 billion (£790 million), with plans for international expansion and continued viral success.

Hailey Bieber has agreed to sell her skincare brand Rhode to e.l.f. Beauty in a deal valued at up to $1 billion (£790 million), according to BBC News. The agreement comprises $800 million in cash and shares, with a further $200 million tied to future sales performance.

Founded in 2022 and named after Bieber’s middle name, Rhode has seen rapid growth, reporting more than $200 million in net sales in the 12 months to March. The brand is set to launch in Sephora stores across the US and UK later this year.

In announcing the acquisition, e.l.f. Beauty described Rhode as a “beautiful brand” poised for “rocketship growth.” The deal is expected to close later in 2025.

Hailey Bieber will remain as chief creative officer, while her co-founders and current leadership team will continue to run the business. On social media, she called the deal the “next chapter” for Rhode, highlighting ambitions to reach a broader audience and expand global distribution.

Rhode has gained a significant following on platforms like TikTok, particularly for its popular blushes and peptide lip treatments.

Bieber joins other celebrities who have successfully launched beauty brands. Rihanna’s Fenty Beauty was estimated to be worth nearly $3 billion last year, while Kylie Jenner sold a majority stake in her cosmetics brand for $600 million in 2020. Selena Gomez’s Rare Beauty also saw major success, earning her a spot on Bloomberg’s billionaire index in 2023.

According to Nielsen IQ, celebrity beauty brands generated over $1 billion in sales during 2023 alone.

Bieber, 28, is the daughter of actor Stephen Baldwin and is married to singer Justin Bieber. The couple welcomed their first child last year.

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