Hailey Bieber says the $1 billion sale of her skincare brand, Rhode, to E.l.f. Beauty came together naturally.
Just three years after launching the brand, Bieber told The Wall Street Journal that she hadn’t planned on selling but knew it felt right when the opportunity came along.
“I don’t think you ever really know, but I did know it felt like the right place for it and the right home,” she said. “It wasn’t something I was actively looking for or pursuing. They just made it clear that it was the right time and that they were the right people.”
The deal includes $800 million in cash and stock, plus an additional $200 million tied to Rhode’s performance over the next three years. The sale is expected to be finalized later this year.
Hailey Bieber will remain as the brand’s founder while also stepping into key roles as chief creative officer and head of innovation, overseeing Rhode’s creative direction, product development, and marketing. In addition, she’ll serve as a strategic advisor to both Rhode and E.l.f. Beauty.
Bieber first announced the major move in May via Instagram, writing,
“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.”
She added, “I found a like-minded disruptor with a vision to be a different kind of company—one that believes in big ideas and innovation the same way I do—and will help us continue to grow the brand. I feel invigorated, excited, and more ready than ever.”
Rhode brought in an impressive $212 million in net sales during its most recent fiscal year, which wrapped up in March 2025.
