Well, well, well… plot twist, anyone? Hailey Bieber just sold her baby — aka her cult-favorite beauty brand Rhode to e.l.f. Cosmetics for a jaw-dropping $1 billion (yes, with a “B”). And while fans were still busy repurchasing that viral Peptide Lip Treatment in “Strawberry Glaze,” Mrs. Bieber just pulled a boss move that no one saw coming. Surprise? Maybe. Strategic? Absolutely.
Hailey launched Rhode in 2022, naming it after her middle name and instantly creating a brand that felt minimal, clean, glossy, and just… very Hailey. It had the It Girl stamp all over it; dewy skin, sleek packaging, and a TikTok chokehold stronger than anyone expected. In just a year, Rhode racked up over $200 million in sales, and now, it’s on its way to Sephora shelves in the U.S. and UK. A success story? Try modern beauty empire in motion.
In classic Hailey fashion, she addressed it head-on via Instagram, calling this her brand’s “next chapter.” And while fans might’ve been shook at first, the caption said it all, this is a power play, not a goodbye. Hailey’s staying on as Chief Creative Officer, meaning she’s still steering the ship (just with a much bigger engine now).
Her words?
“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.”
e.l.f. called Rhode a “beautiful brand” ready for “rocketship growth” — and they’re not wrong. With $800M on the table in cash and stock (and another $200M depending on performance), this is officially one of the biggest celeb beauty buyouts ever.Think Kylie x Coty levels, Fenty fantasy & think about billionaire energy
Let’s not ignore the moment: In a landscape where celebrity brands often struggle to keep up with consumer trust, Rhode felt real. From its tight curation to its “clean girl” aesthetic, Hailey was the brand and clearly, e.l.f. wants that magic.
So, is Hailey Bieber cashing out? No. She’s cashing in on her creativity, on global reach, and on being the founder who just turned her lip balm brand into a billion-dollar legacy.
Rhode isn’t ending, it’s just going global.
And Hailey? She’s still that girl; only now, with a billion-dollar beauty crown.
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