Hailey Bieber Sells Rhode Beauty Brand to E.l.f in $1 Billion Deal

Renowned American model and media personality, Hailey Bieber, has sold her skincare and makeup brand, Rhode, to E.l.f Beauty in a blockbuster deal valued at $1 billion.

Bieber shared the news on her Instagram story on Wednesday evening, confirming the acquisition.

The agreement includes $800 million in cash and stock, with an additional $200 million tied to the brand’s future sales performance, according to details from the companies involved.

Although the transaction is expected to be finalized later in 2025, Hailey will continue to serve as Rhode’s CEO and head of innovation, while also taking on a strategic advisory role at E.l.f Beauty.