Hailey Bieber’s Cosmetics Line has been Acquired By e.l.f.

Hailey Bieber is selling her skincare brand Rhode to e.l.f. Beauty in a deal that could reach $1 billion (£740 million).

Launched in 2022 and named after her middle name, Rhode offers products like blush and lip tints. The brand quickly gained traction, reporting over $200 million in net sales in the year ending March, with plans to launch in Sephora stores across the US and UK this year.

e.l.f. Beauty, the acquiring company, praised Rhode as a brand primed for major growth. It will pay $800 million in cash and stock, with an additional $200 million based on future performance. The acquisition is set to finalize later this year.

Hailey Bieber will continue as Rhode’s chief creative officer, and the current leadership team will remain in place. She called the deal the “next chapter” for the brand, highlighting its potential to expand product offerings and global reach.

Rhode has gained strong social media traction, especially through viral TikTok content featuring items like their pocket blush and peptide lip treatments.

Bieber joins a growing list of celebrities entering the beauty industry. Rihanna’s Fenty Beauty was valued at nearly $3 billion last year, while Kylie Jenner sold a major share of her brand to Coty for $600 million in 2020. Selena Gomez’s Rare Beauty also helped place her on Bloomberg’s billionaire index.

Celebrity beauty brands collectively brought in over $1 billion in sales in 2023, according to Nielsen IQ.

Hailey Bieber, daughter of actor Stephen Baldwin and niece to Alec, William, and Daniel Baldwin, welcomed her first child last year. Speaking to Vogue before the deal was announced, she expressed surprise at Rhode’s rapid rise, saying it exceeded her expectations.