American model and entrepreneur Hailey Bieber has sold her skincare brand Rhode to cosmetics giant e.l.f. Beauty in a high profile deal worth $1 billion, approximately £784 million, according to sources cited by UNN and Entrepreneur. The sale marks a major shift in the beauty industry and sees Bieber stepping into an expanded executive role within the acquiring company.
Rhode, founded by Bieber in 2022, has quickly grown into a top name in skincare, boasting a product line that includes moisturisers, toners and peptide lip glosses. The brand’s rise has been credited to its strong social media presence and emphasis on simple yet effective products. Rhode achieved the status of number one skincare brand in 2024 by earned media value, reporting a staggering 367 percent year on year growth.
Bieber, now 28, expressed her excitement about the deal and her future as chief creative officer and head of innovation at Rhode under e.l.f. Beauty. “From day one, my vision for Rhode has been to make essential skincare and hybrid cosmetics that can be used every day,” she said. She added that the partnership would help them reach more customers and expand globally, including upcoming launches at Sephora stores across North America and the United Kingdom by the end of 2025.
Rhode’s reported net sales for the 12 months ending March 2025 stood at $212 million, equivalent to roughly £166 million. The board of e.l.f. Beauty, which has enjoyed 23 consecutive quarters of growth, unanimously approved the acquisition. e.l.f. Chairman and CEO Tarang Amin stated that Rhode is a “like-minded disruptor” and predicted rapid growth for the brand moving forward.
