Hailey Bieber, the ballerina and model, turned entrepreneur has recently sold her viral skincare brand, Rhode, to the multimillion dollar company E.L.F Beauty. With Rhode’s minimalistic magic and this rising entrepreneur vision, the exchange will mark a bold new era of Gen Z makeup and skincare, inspiring girls all over the world to stand up for themselves and their hard work.
On Wednesday, May 28 2025, the internet was stunned when E.L.F. beauty signed a $1 billion dollar contract with the newly rising Rhode skincare and makeup brand. Although Bieber as sold off some of her company, People Magazine notes that she still holds a share of the brand and will step in as the Chief Creative Officer and Head of Innovation, concluding that she still has full creative influence over the products.
This vastly growing brand was launched in 2022, and has more than doubled its fanbase just from its marketing and products. Through TikTok, Rhode’s “Lip Peptide Treatments” became a teenage sensation. Rhode is a predominantly skincare brand, favored by the beauty community. Since E.L.F. is also looking broaden its skincare line, this deal was perfect.
By the end of 2025, Rhode plans to be distributed in Sephora stores across the U.S and U.K eliminating its direct to consumer model. As Bieber continues to embark on her business journey, she will serve as a strategic roles for both companies in order to diversify its portfolio and strengthen presence in the prestigious beauty industry the world holds.
This deal proves that Hailey Bieber isn’t just a startup entrepreneur, but a force in this competitive market. With Rhode set to scale and innovate under her vision, the future of beauty looks bigger and greater than ever. It’s a billion dollar glow up, and is just getting started!
