Big news for beauty lovers — Hailey Bieber just sold her skincare brand, Rhode, in a jaw-dropping $1 billion deal.
On Tuesday, it was revealed that e.l.f. Beauty, Inc. is acquiring Rhode, marking a major milestone for the 28-year-old entrepreneur and model. But don’t worry — Hailey’s not stepping away. In fact, she’s stepping up. Under the new deal, she’ll remain as Rhode’s founder and also take on two big new roles: Chief Creative Officer and Head of Innovation. She’ll oversee product development, creative direction, and marketing, and act as a strategic advisor to both Rhode and e.l.f. Beauty.
“We can’t wait to bring rhode to more faces, places, and spaces. From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day,” Hailey said in a statement. “Just three years into this journey, 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.”
She also opened up further in an Instagram post: “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.”
She continued, “I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand. I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty.”
Hailey also gave a shoutout to her team and loyal fans: “Thank you to the amazing rhode team who have helped me build over the years. I couldn’t have done it without all of you. And to our rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together! As I’ve said, this is only the beginning. 🤍”
e.l.f. Beauty’s CEO Tarang Amin praised the acquisition, saying, “rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible. We are excited by rhode’s ability to break beauty barriers, fully aligning with e.l.f. Beauty’s vision to create a different kind of company. rhode is a beautiful brand that we believe is ready for rocketship growth.”
And yes — Rhode fans can still grab their favorites like the viral Glazing Milk and lip tints on Amazon.
Hailey’s recent win follows her Beauty Innovator Award at the 2025 Daily Front Row Fashion LA Awards, where she gave a sweet nod to husband Justin Bieber in her acceptance speech.
