Hailey Bieber Sold Rhode to e.l.f. Beauty: Everything We Kno…

A Vogue cover one week, a billion dollar deal the next… that’s life for Hailey Bieber! And can I just say we are so incredibly proud of her?

On Wednesday, May 27, news broke that e.l.f. Beauty signed a definitive agreement to acquire Bieber’s beauty brand, Rhode, for a cool one billion dollars. The major deal is comprised of $800 million cash and stock payable at closing, as well as an additional $200 million that’ll be based on the brand’s growth over the next three years. But enough about that.

The best news, for fans of Miss Bieber as a beauty visionary, at least, is that the 28-year-old is sticking around to see her first baby (and namesake!) continue to grow. Keep reading for all the information on the acquisition—including what it means for the brands involved.

Hailey Bieber’s New Role at Rhode

Alongside her role as brand founder, Bieber will stay involved in creative, product innovation, and marketing at Rhode as Chief Creative Officer and Head of Innovation. She’s also going to take on the title of Strategic Advisor to the combined companies, which means e.l.f. will be lucky enough to inherit her expertise.

Bieber originally founded her beauty brand in 2022. At the start, it sold a super curated line of skincare essentials in gray packaging: “one of everything really good.” As the years have gone by, some beloved color cosmetics have joined the lineup. And those phone cases, of course. From April 2024 to the end of March 2025, the brand earned a total of $212 million in net sales. I don’t want to get sucked back into the money of it all… but that’s a lot of Glazing Milk. And the brand hasn’t even hit Sephora shelves yet.

Hailey Bieber’s Decision to Sell

In an Instagram post, Bieber broke down her reasoning for the big (seriously, this is a big deal) move.

“When I launched Rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally. So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode,” she wrote. “I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand.”

Naturally, she also thanked everyone else who had stake in the game—us Pocket Blush lovers included.

“Thank you to the amazing rhode team who have helped me build over the years. I couldn’t have done it without all of you,” she said. “And to our rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together! As I’ve said, this is only the beginning.”

What’s Changing for Rhode

For the time being, you probably won’t see any major changes in the world of Rhode. But both brands are big on innovation and disruption, so who knows what’s to come as they work their charms across the globe.

“e.l.f. Beauty found a like-minded disruptor in rhode,” said e.l.f. Chairman and CEO Tarang Amin in a press release. “Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible. We are excited by Rhode’s ability to break beauty barriers, fully aligning with e.l.f. Beauty’s vision to create a different kind of company. Rhode is a beautiful brand that we believe is ready for rocketship growth.”

For context, e.l.f. owns e.l.f. Skin, e.l.f. Cosmetics, Well People, Keys Soulcare, and Naturium—all brands that are strong in their individual identities. It’s not like you’re going to see Peptide Lip Tints on e.l.f Cosmetics’ Target displays anytime soon—Rhode is still its own thing.

But you will see them at Sephora! Wow… how did that announcement happen in the last week, too? Hailey, I hope you’re getting enough sleep. Money can’t buy happiness, but maybe it can buy you a restful vacation.