Hailey Bieber’s Billion-Dollar Beauty Move: rhode Acquired by e.l.f. in Landmark Deal

The model-turned-mogul celebrates a $1B acquisition, a generous payout, and a global future for her skincare brand—while remaining at the creative helm.

Hailey Bieber is Celebrating a Monumental Milestone

Hailey Bieber has officially cemented her place in the beauty industry with a headline-making $1 billion deal. On May 28, e.l.f. Beauty announced its acquisition of Bieber’s skincare brand, rhode, marking a transformative moment not just for the 28-year-old entrepreneur, but for the clean beauty space at large.

“This deal came to her,” a source close to Bieber revealed. “She’s incredibly excited about this new step. She’s proud of how far rhode has come, and she truly believes that teaming up with e.l.f. will help take the brand to the next level.”

The acquisition includes a generous cash payout for Bieber, who will continue to play an integral role in the company. She will remain rhode’s Founder and take on the official titles of Chief Creative Officer and Head of Innovation—leading creative direction, product development, and global marketing efforts. In addition, she’ll serve as a strategic advisor across both companies.

From Vision to Global Expansion

Since its launch in 2022 with just three products—the Peptide Glazing Fluid, the Barrier Restore Cream, and the Peptide Lip Treatment—rhode has experienced explosive growth. It became the No. 1 skincare brand in Earned Media Value (EMV) in 2024, boasting a 367% year-over-year increase.

“My vision for rhode has always been to make essential skincare and hybrid makeup you can use every day,” Bieber 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.”

A Moment Worth Celebrating

To mark the occasion, Bieber stepped out for a celebratory dinner in Los Angeles wearing a sleek black strapless Saint Laurent mini dress, black slingback heels, and dark sunglasses—a look that effortlessly channeled both elegance and confidence.

She later told Allure, “When you’re launching a brand, you’re just so focused on what’s right in front of you at the time. Of course, you always have really big dreams and goals. This is definitely one of those things being realized. I could have never anticipated that it would happen at this exact time.” She also noted her decision to work with e.l.f. came down to something simple yet powerful: “Vibes matter!”

Building a Legacy with Trusted Partners

Bieber was quick to credit her co-founders, Michael D. Ratner and Lauren Ratner, who helped bring rhode to life. She sees this next chapter not as a handoff, but as an evolution—with the same creative team, now backed by one of the most respected global beauty companies in the world.

“We can’t wait to bring rhode to more faces, places, and spaces,” she said, reiterating her commitment to the community-driven ethos that has defined her brand from the beginning.

The Future of rhode Is Global

With e.l.f.’s extensive resources and global reach, rhode is poised to become a worldwide beauty powerhouse. But through it all, Bieber remains the face and the force behind the brand—a rare combination in an industry often driven by celebrity endorsements rather than authentic entrepreneurial leadership.

In an era where celebrity brands come and go, rhode is proving to be more than a moment—it’s a movement. And with this billion-dollar milestone, Hailey Bieber has not just broken barriers; she’s built a beauty empire with staying power.