The Billion-Dollar Glaze: Hailey Bieber Sells Rhode to e.l.f. Beauty in a Daring Industry Power Play

Hailey Bieber’s cult-favorite skincare brand, Rhode, has been acquired by e.l.f. Beauty in a deal valued at up to $1 billion. The news, confirmed earlier this week, positions Bieber not just as a trendsetter but as a serious beauty entrepreneur.

The $1 billion valuation turned heads, but the story behind the deal reveals something more: a carefully calculated rise to the top of the modern skincare market.

From Glazed Skin to Global Empire

Rhode launched in 2022 with just three products and a clear mission: to simplify skincare. Inspired by Bieber’s signature “glazed donut” look, Rhode’s hydrating formulas and clean branding struck a chord. The Peptide Glazing Fluid became an instant sell-out, and soon, there were waitlists with over 700,000 names.

By 2025, Rhode expects to report $212 million in net sales. With only a few SKUs and a direct-to-consumer model, the brand became a standout in an oversaturated beauty space.

Inside the Deal

The acquisition includes $600 million in cash, $200 million in e.l.f. stock, and up to $200 million in performance incentives. Hailey Bieber isn’t stepping away. She remains Chief Creative Officer and Head of Product Innovation.

“This is just the beginning,” Bieber wrote in a celebratory Instagram post. Her continued involvement signals this isn’t a handoff, but a next phase.

Why e.l.f. Made the Move

e.l.f. Beauty has built its name on affordable, cruelty-free products with a strong Gen Z following. By acquiring Rhode, e.l.f. is stepping into premium skincare while sticking to its core values of accessibility and innovation.

The plan includes expanding Rhode into physical retail, with Sephora launches already in the pipeline.

Rhode fits seamlessly into e.l.f.’s portfolio: a concise product line, strong brand identity, and a digitally native customer base.

The Fashion-Girl Playbook

Hailey Bieber stands apart in the world of celebrity beauty. Rhode was never just a vanity project. The brand’s clean aesthetic and consistent messaging made it feel like a lifestyle, not just a product line.

Bieber joins a new class of celebrity founders, including Rihanna and Selena Gomez, who are building serious businesses. Each has proven that beauty today is a cultural platform and a commercial force.

The sale of Rhode marks an evolution in that model. Bieber isn’t just lending her name—she’s building a legacy.