Hailey Bieber
Source: Africa Publicity
American cosmetics brand, E.L.F. Beauty has announced that it is acquiring Justine Bieber’s wife, Hailey Bieber’s skincare and makeup firm, Rhode in a deal worth about $1 billion.
The deal marks one of the biggest celebrity beauty acquisitions in recent times in America.
According to E.L.F. Beauty, the deal includes $600 million in cash, $200 million worth of its (E.L.F Beauty) stock as well as a potential $200 million in future payouts based on the growth of Rhode over the next three years.
Hailey Bieber, a model and social media star, launched Rhode (which is her middle name) in Los Angeles in the summer of 2022.
Accordingly, she founded Rhode out of frustration with the overwhelming number of skincare products on the market at the time.
Bieber, speaking to American media outlet, Forbes back in 2022 says she founded Rhode to cut through the noise with a “very edited and curated, intentional shopping process for people.”
From 2022 through March 2025, according to E.L.F. Beauty, Rhode made $212 million in net sales
E.L.F. Beauty says in its announcement that Hailey Bieber will removed in Rhode, keeping her role as its chief creative officer and head of innovation.
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