Hailey Bieber’s Billion-Dollar Rhode Deal: How She Built a Beauty Empire

Hailey Bieber has achieved a major milestone in the beauty industry, finalizing a $1 billion deal to sell her skincare brand, Rhode, to e.l.f. Beauty. The acquisition, announced on May 28, 2025, marks one of the largest celebrity beauty buyouts in recent memory and cements Bieber’s place among the most successful beauty entrepreneurs of her generation.

The Deal: Structure and Impact

The agreement will see e.l.f. Beauty pay up to $1 billion for Rhode, including $600 million in cash upfront and $200 million in e.l.f. Beauty shares. An additional $200 million could be paid out over the next three years if Rhode meets specific performance targets. While Bieber co-founded Rhode with Lauren and Michael D. Ratner and shares ownership with other investors, her personal earnings from the deal are estimated in the nine-figure range, potentially raising her net worth to around $300 million.

Rhode’s Meteoric Rise

Launched in 2022, Rhode quickly became a powerhouse in the skincare sector, known for its minimalist branding and focus on essential, everyday products. In just three years, the brand achieved the No. 1 spot in Earned Media Value for skincare in 2024, boasting 367% year-over-year growth. Bieber credits her willingness to embrace mistakes and learn from early challenges as key to Rhode’s rapid success.

Bieber’s Role Moving Forward

Despite the sale, Bieber is not stepping away from the brand. She will continue as Rhode’s Chief Creative Officer and Head of Innovation, overseeing product development and marketing while also serving as a strategic advisor to e.l.f. Beauty. Bieber expressed excitement about the partnership, stating, “From day one, my vision for Rhode has been to make essential skin care and hybrid makeup you can use every day… Our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally”.

Industry Impact and Celebrity Beauty Boom

Bieber’s deal places her among a select group of celebrities—like Rihanna, Selena Gomez, and Kylie Jenner—who have built beauty brands valued in the hundreds of millions or more. Fewer than 30 individuals in the U.S. and Europe have amassed fortunes of $380 million or more in the beauty sector, making this acquisition a standout moment in the industry.

Celebrating the Milestone

Bieber marked the occasion with a celebratory dinner in Los Angeles, donning a black mini dress and exuding the understated glamour now associated with billionaire beauty moguls. Her husband, Justin Bieber, quietly celebrated her achievement, underscoring the support behind her entrepreneurial journey.

“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.”
— Hailey Bieber

What’s Next?

With the backing of e.l.f. Beauty, Rhode is poised for global expansion. Bieber’s continued leadership ensures that her vision and creative direction will remain central as the brand enters its next phase, promising more innovation and a broader international presence.

Hailey Bieber’s billion-dollar Rhode deal is not just a personal triumph—it’s a testament to the power of celebrity entrepreneurship and the enduring appeal of innovative, accessible beauty brands.