Hailey Bieber’s road to billions
‘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.’
‘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.’
RHODE founder Hailey Bieber.
Photograph courtesy of IG_Rhode
American model and socialite Hailey Bieber is one of Hollywood’s most famous faces.
The 28-year-old, who has 60 million followers across Instagram and TikTok, is a classically trained ballet dancer who signed a modeling deal with retailer French Connection at age 17. She also has endorsement deals with Jimmy Choo, Levi’s and Saint Laurent.
In 2018, she married Justin Bieber, whom she had dated on and off since 2016. She recently gave birth to their first child.
Hailey went from “model to mogul,” launching her brand rhode in 2022 with just three products: Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment.
A little after landing a Vogue cover, Hailey scored a mega business deal that catapulted her into the billionaire list. Rhode has been acquired by e.l.f (eyes, lips, face) Beauty for $1 billion.
A report says the deal is comprised of “$800 million of consideration payable at closing in a combination of cash and stock, subject to customary adjustments, and an additional potential earnout consideration of $200 million based on the future growth of the brand over a three-year timeframe.”
“e.l.f. Beauty found a like-minded disruptor in Rhode. It 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,” e.l.f. chairman and chief executive officer Tarang Amin said in a statement.
Over the years, Rhode has seen incredible growth, more than doubling its consumer base in 2024 and driving a total of $212 million in net sales in the 12 months ending on 31 March 2025.
Bieber will continue her role as founder and additionally serve as Rhode’s chief creative officer and head of innovation. She will also serve as a strategic advisor to the combined companies.
“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. 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,” Bieber wrote on her Instagram post.
Rhode, whose products are currently available on rhodeskin.com, plans to launch its first physical in-store partnership with Sephora throughout North America and the United Kingdom before the end of the year.
