Hailey Bieber has just shaken up the beauty industry with a jaw-dropping deal: she’s sold her skincare brand, Rhode, to e.l.f. Beauty for a staggering $1 billion. That’s right - one billion dollars. The news is making waves not just in celebrity circles, but across the entire skincare world, cementing Hailey’s position as one of the most influential beauty moguls of her generation. This isn’t just another celebrity cash-in—Rhode’s rise is a case study in how to build a brand that resonates with Gen Z and Millennials alike.
The Billion-Dollar Deal: Breaking Down the Numbers
So, what’s in this blockbuster deal? According to reports, the acquisition is structured as a mix of cash, stock, and performance-based incentives. Hailey Bieber, who owned 51% of Rhode, stands to personally earn more than $500 million gross from the sale, although her net payout -after taxes and payouts to investors and co-founders - will land closer to $170–180 million. While that figure doesn’t quite place her in billionaire territory, it’s a serious leap towards it. This acquisition highlights the enormous potential for celebrity-founded brands to generate major revenue when they connect with audiences in an authentic way.
Why Rhode Became a Skincare Sensation
Rhode’s meteoric rise isn’t just about Hailey’s star power -it’s also about smart business decisions and a keen understanding of modern consumers. Since its 2022 launch, Rhode has captured the hearts of skincare enthusiasts with its minimalist aesthetic, affordable luxury, and viral hero products like the Peptide Lip Treatment and Glazing Milk. The brand has amassed more than $212 million in net sales in the fiscal year ending March 2025, and it’s been the top skincare brand in Earned Media Value growth this past year. Hailey’s personal involvement in product development and marketing gave Rhode an authentic voice, one that resonated with customers who crave transparency and simplicity in their beauty routines.
Hailey’s New Role in Rhode’s Future
Despite the sale, Hailey isn’t stepping back from her beloved brand. She’s staying on board as Chief Creative Officer, Head of Innovation, and a Strategic Advisor to e.l.f. Beauty. That means she’ll continue to shape Rhode’s product pipeline, branding, and overall vision. Fans can expect to see Rhode expand into new retail partnerships, including an upcoming rollout in Sephora stores across North America and the UK by the end of 2025. With e.l.f. Beauty’s resources and Hailey’s creative direction, Rhode is poised for even more explosive growth.
Hailey Bieber’s billion-dollar Rhode sale is more than just a headline—it’s a blueprint for how a celebrity can turn personal passion into a lucrative and lasting business empire. From its viral TikTok campaigns to its high-performing products, Rhode’s success story proves that authentic branding and community-driven marketing are the keys to winning in today’s beauty market. Are you a fan of Rhode’s skincare line? What do you think about Hailey’s next move? Share your thoughts below—we’d love to hear from you!