Hailey Bieber: 1 billion dollar move. 

By Gianna

Hailey Bieber just made a major power move in the beauty world—selling her skincare brand Rhode to e.l.f. Beauty in a deal reportedly worth $1 billion. The brand, which only launched in 2022, skyrocketed to success thanks to its minimal, clean aesthetic and the viral appeal of Hailey’s signature “glazed donut” look. With cult-favorite products like the Peptide Lip Treatment and Glazing Milk, Rhode brought in over $200 million in revenue this past year alone. The deal includes $600 million in cash, $200 million in e.l.f. stock, and a $200 million performance-based earn-out over the next few years.

Despite the sale, Hailey isn’t stepping away. She’s staying on as Chief Creative Officer and Head of Innovation, continuing to drive the brand’s vision and product development. Her involvement shows that this isn’t just a cash-out moment—it’s a step toward global expansion with the support of a larger infrastructure. Rhode will now enter major retail spaces like Sephora in the U.S., Canada, and the U.K., giving the brand more visibility and accessibility than ever before.

This move isn’t just about business growth—it’s a huge personal milestone for Hailey. While the full $1 billion won’t go directly into her bank account, estimates suggest she could personally earn around $600 million depending on her ownership stake. That would easily place her among the wealthiest beauty founders in the celebrity space. But more importantly, it positions her as a serious entrepreneur and brand builder, not just a face for the campaign.

With a new campaign dropping June 24 and actor Harris Dickinson becoming Rhode’s first male ambassador, the brand is signaling a fresh, inclusive direction. Hailey Bieber has proven that she’s more than just a trendsetter—she’s a strategic force in the beauty industry. Rhode’s next chapter under e.l.f. could take the brand from viral hit to long-term legacy, and Hailey is clearly ready to lead the way.