Hailey Bieber, American model and media personality, has made headlines with the sale of her makeup brand, Rhode, to E.l.f Beauty for a whopping $1 billion. The deal, announced on Wednesday, May 28, 2025, marks a significant milestone for the 27-year-old celebrity entrepreneur.
The Deal Breakdown
E.l.f Beauty will acquire Rhode for $800 million in cash and stock, with an additional potential earnout consideration of $200 million based on Rhode's future sales performance over the next three years.
This acquisition is E.l.f Beauty's largest to date, surpassing its $355 million purchase of skincare brand Naturium in 2023 ¹ ².
Hailey's Role Post-Acquisition
As part of the deal, Hailey Bieber will serve as Rhode's chief creative officer and head of innovation, overseeing creative, product innovation, and marketing. She will also act as a strategic advisor at E.l.f Beauty, ensuring her vision for Rhode continues to drive the brand's success.
Rhode's Success Story
Founded in 2022, Rhode has quickly gained popularity among Gen Z and millennials, thanks to its viral products like the $18 "peptide lip treatments" and innovative marketing strategies.
The brand raked in approximately $212 million in sales for the year ended March 31, 2025, and is set to expand its distribution to Sephora stores across the US, Canada, and the UK ¹ ².
E.l.f Beauty's Strategic Move
This acquisition marks a bold move for E.l.f Beauty, expanding its portfolio into the prestige beauty market. The company, known for its affordable products priced as low as $2, aims to leverage Rhode's strong brand presence and Hailey Bieber's influence to drive growth ¹.
Future Plans
The deal is expected to close later in 2025, with Rhode continuing to operate under E.l.f Beauty's umbrella. With Hailey Bieber at the helm, Rhode is poised to reach new heights, bringing its essential skincare and hybrid makeup products to a wider audience ³.
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