Hailey Bieber Discusses the $1 Billion Sale of Rhode Beauty

Hailey Bieber is adept at recognizing the right opportunities.

The 28-year-old Bieber spoke with The Business of Fashion about her recent decision to sell her beauty brand, Rhode, to e.l.f. Beauty for a staggering $1 billion on Wednesday, June 11. “Rhode is like my child; I hold it very dear,” she expressed to The Business of Beauty’s executive editor Priya Rao. She mentioned that even the thought of selling was a “massive deal” for her.

“I remember walking away thinking, ‘They are the ones,’” the model recounted. “I felt it deep down. We resonated on so many levels.” Bieber emphasized that Rhode is an integral part of who she is, stating that the agreement was “not just about the product; it encompasses the entire essence of Rhode.”

“Even though we’ve only been in business for three years and are still in our infancy, I envision us becoming a legacy brand,” she enthused, believing Rhode will ultimately be considered “one of the greats.”

News surfaced on May 28 indicating that Rhode was sold to e.l.f. Beauty for $600 million in cash, supplemented by $200 million in stock, with an additional potential $200 million contingent upon Rhode achieving its growth targets over three years.

Despite the sale, Bieber—who founded the beauty brand in 2022—shared on Instagram that she plans to remain heavily involved. “I feel energized, thrilled, and more than prepared to take on an even larger role as Chief Creative Officer, Head of Innovation for Rhode, in addition to serving as a strategic advisor to e.l.f. Beauty,” she wrote.

Rhode offers a range of products, from skincare designed to impart a radiant, dewy glow—referred to by Bieber as a “glazed donut” look—to blushes, lip tints, and even phone accessories. Fans can explore the brand at rhodeskin.com.