After receiving a generous cash payout, the model and entrepreneur celebrates a landmark acquisition while staying on as chief creative officer to lead rhode’s next chapter.
Hailey Bieber has officially entered the billion-dollar club.
On May 28, the 28-year-old model and entrepreneur announced that her skincare brand, rhode, would be acquired by e.l.f. Beauty in a blockbuster $1 billion deal. The acquisition marks a major milestone for the brand, which launched in 2022 and quickly established itself as a Gen Z favorite with its minimalist aesthetic, science-backed skincare, and clean ingredients.
According to a source close to the founder, the deal wasn’t something Bieber actively pursued.
“This deal came to her,” the insider shared. “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 resources and support they’re bringing to the table are everything she’s been hoping for.”
The source also confirmed that Bieber received a generous cash payout as part of the acquisition — though the financial details remain undisclosed.
Following the announcement, Bieber celebrated the news with a stylish night out in Los Angeles, stepping out in a strapless black Saint Laurent mini dress paired with black slingback pumps and dark sunglasses — a sleek look befitting the moment.
A Strategic Vision Realized
In an official statement, Bieber emphasized her long-term vision for rhode:
“From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day. 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.”
Under the terms of the deal, Hailey Bieber will remain as rhode’s founder, and now also take on the role of chief creative officer and head of innovation. She’ll oversee creative direction, product development, and marketing strategy — and serve as a strategic advisor for both rhode and e.l.f. moving forward.
Bieber’s co-founders, Michael D. Ratner and Lauren Ratner, will also continue with the company, a continuity she celebrated in her announcement.
“They have helped bring my vision to life from the start,” she said.
The Brand That Broke Records
Rhode’s meteoric rise was fueled by smart product launches and a strong social media presence. The brand started in 2022 with a trio of products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment — all of which gained cult status almost instantly. Since then, rhode has expanded into makeup with blushes and lip liners while maintaining its core skincare identity.
Its performance speaks for itself. According to the press release, rhode became the No. 1 skincare brand in Earned Media Value in 2024, boasting a 367% year-over-year growth.
The chairman and CEO of e.l.f. Beauty, Tarang Amin, appeared alongside Bieber to celebrate the partnership.
“We can’t wait to bring rhode to more faces, places, and spaces,” the company shared.
In an interview with Allure, Bieber reflected on the surreal moment.
“When you’re launching a brand, you’re just so focused on what’s right in front of you. Of course, you always have really big dreams and goals. This is definitely one of those things being realized.”
When asked why she chose e.l.f., she put it simply:
“Vibes matter.”
Hailey Bieber’s billion-dollar success with rhode is more than just a business win — it’s a blueprint for the next generation of celebrity-founded beauty brands. With authenticity, product integrity, and sharp branding at its core, rhode is poised to make waves on a global scale.
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