Hailey Bieber’s Rhode is officially a billion-dollar brand. What began as a minimalist skincare project from a global supermodel has now turned into a massive business triumph. With e.l.f. Beauty purchasing Rhode for $1 billion, Hailey Bieber has cemented her status not just as a celebrity, but as a formidable beauty entrepreneur.
This blog dives into everything you need to know about the acquisition, how Hailey Bieber’s Rhode became a skincare sensation, and what the future holds for the brand and its founder. If you’ve been following beauty news or are curious about celebrity-founded businesses, this is a story worth knowing.
How Hailey Bieber’s Rhode Started and Took Over the Skincare Scene
When Hailey Bieber launched Rhode in 2022, not everyone expected it to succeed at the scale it has. Many assumed it would be just another celebrity brand with a short lifespan. But Hailey had a vision—and she executed it with clarity.
She focused on what consumers actually wanted: effective, affordable, and clean skincare. Rhode didn’t overwhelm people with dozens of products. Instead, it offered a core line of essentials like the Peptide Glazing Fluid, Barrier Restore Cream, and Lip Treatment that prioritized skin health.
These products, combined with smart marketing and Hailey’s influence, gained quick popularity. Within a year, Rhode was being hailed as a cult-favorite skincare brand among Gen Z and Millennials alike. It wasn’t just about celebrity—it was about quality, transparency, and branding that spoke to a digital-native audience.
Let’s not forget the power of TikTok, Instagram, and influencer marketing. Hailey herself was constantly seen using Rhode products, which helped create authenticity. Skincare lovers loved watching her routines, and word-of-mouth did the rest.
By 2024, Rhode was making over $100 million in annual revenue. That figure climbed to $212 million by early 2025. The numbers spoke louder than any ad campaign. And that’s when e.l.f. Beauty took notice.
Why e.l.f. Beauty Paid $1 Billion for Hailey Bieber’s Rhode
e.l.f. Beauty isn’t new to smart investments. The company is known for its innovative approach and affordable makeup products. But this time, it set a new precedent by acquiring Rhode—making it one of the biggest beauty deals of the year.
The deal is structured with $800 million paid upfront in cash and e.l.f. stock, and another $200 million promised if Rhode hits growth goals over the next few years. Why such a high price?
Because Rhode isn’t just a trendy brand—it’s a profitable and scalable one.
Rhode appeals to younger consumers, has global potential, and boasts a clean brand image. e.l.f. saw this as an opportunity to supercharge its skincare portfolio and expand internationally with an already-successful product line.
Hailey Bieber’s Rhode has shown strong direct-to-consumer sales, viral marketing success, and real community engagement. Unlike many celebrity brands that fade out, Rhode has grown sustainably with quality products and clever product drops.
And it’s not stopping there.
What’s Next for Rhode After the Acquisition?
Hailey Bieber isn’t stepping away from Rhode—in fact, she’s staying heavily involved. She will continue as Chief Creative Officer and Head of Product Innovation. That means she’ll still be the face of the brand, but she’ll also work behind the scenes on formulas, packaging, and overall direction.
This ensures that Rhode doesn’t lose its original essence or customer trust after the acquisition.
One of the most exciting aspects is Rhode’s expansion into retail. So far, the brand has been primarily available online. With e.l.f. Beauty’s help, it’s set to enter Sephora stores in the U.S., Canada, and the U.K. This will give millions more people access to the brand, which could skyrocket sales even further.
It’s also likely that Rhode will start launching new product categories. Currently focused on skincare, the brand could move into body care, sun protection, or even cosmetics. With the backing of a billion-dollar beauty company, the possibilities are endless.
Celebrity Beauty Brands: Fad or Future?
The beauty industry is full of celebrity-founded brands—some flop, and others thrive. So what made Hailey Bieber’s Rhode stand out?
There are a few reasons:
- Product-first approach: Rhode didn’t just rely on Hailey’s fame. The products deliver real results and are priced affordably.
- Consistency: The brand stayed on message—minimal, chic, high-performance.
- Social strategy: Hailey’s social presence felt authentic and not overly promotional. Fans trusted her skincare tips.
- Packaging: Rhode’s aesthetic and clean design were Instagram-worthy and stood out on any bathroom shelf.
This acquisition shows that celebrity brands are not just vanity projects anymore. They can be real businesses—if done right.
Other brands like Rare Beauty by Selena Gomez and Fenty Beauty by Rihanna have seen similar success. But Hailey Bieber’s Rhode just became one of the most valuable.
Public Reaction to the Rhode Acquisition
Fans of Hailey Bieber flooded social media with congratulatory messages. Many said they were proud of her transformation from a model into a business mogul. Some even joked that she’s now the breadwinner of the Bieber household, especially amid rumors of Justin Bieber facing career slowdowns.
The beauty community also reacted positively. Skincare influencers praised the fact that a brand with integrity and performance is getting the spotlight it deserves. Retailers are eager to bring Rhode into their shelves, knowing it will draw attention and boost traffic.
Industry experts say this could encourage more investment in indie and celebrity-backed skincare brands—if they show the same kind of authenticity and growth as Rhode.
Why Hailey Bieber’s Rhode Is a Case Study in Modern Branding
Hailey Bieber’s Rhode is more than just a collection of skincare products. It’s a case study in modern branding, influencer marketing, and consumer trust.
Here’s what Rhode did right:
- Launched with a tight product line rather than overwhelming customers.
- Maintained a strong brand voice across all platforms.
- Focused on community-building through education and transparency.
- Let results (and user reviews) speak louder than gimmicks.
It wasn’t about selling you 50 products. It was about giving you the essentials, doing them well, and earning your trust.
This approach is what modern consumers crave. They’re skeptical of flashy marketing and want substance. Hailey Bieber’s Rhode gave them that—and more.
Hailey Bieber’s Rhode Has Redefined Celebrity Beauty Brands
Hailey Bieber’s Rhode didn’t just get lucky—it was built on strategy, smart product development, and a real understanding of what skincare lovers want. With a $1 billion deal now complete, it’s clear that this is just the beginning for the brand.
Hailey’s continued involvement ensures the heart of the brand won’t change, and with e.l.f. Beauty’s global infrastructure, Rhode is ready to reach even more people. The skincare world will be watching closely to see how this next chapter unfolds.
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