Hailey Bieber has shared she is ‘so incredibly excited’ to announce a huge beauty deal, just three years after launching her company, Rhode.
Bieber, 28, has announced that she has sold her makeup brand, Rhode, to a e.l.f (which stands for eyes, lips, face) cosmetic company for $1billion (£743million).
The billion-dollar deal means that e.l.f has acquired her entire range, which includes skin milks, peptide lip tints, cleansers, moisturisers, and the viral phone case that holds her signature lip gloss.
Hailey took to her social media to share the news with her fans and her ‘pride’ in her company.
‘When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally.
‘So today 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.
‘I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand.’
What is Hailey Bieber’s net worth?
Celebrity Net Worth estimates that the star is now worth around $300m (£226m).
The justification is that her net worth is separate from her husband’s $200m (£168m) estimated net worth.
Despite selling her company for $1b it is thought that she owned around 50-70% of Rhode and will net $309 million at a 50% stake and $433 million at a 70% stake, after taxes.’
Her post explained that she is going to remain involved in the brand and will be taking on two new titles at e.l.f.
‘I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty.
‘Thank you to the amazing rhode team who have helped me build over the years. I couldn’t have done it without all of you.’
She then called out her fans who had been her longtime supporters: ‘And to our rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together!
‘As I’ve said, this is only the beginning. 🤍’
Her husband, Justin Bieber, shared her post as a sign of his support for the star.
Gigi Hadid also commented with her support: ‘Congratulations hails !!! Sooo mega ❤️🔥💘’
I could cry. 💓💓💓💓💓💓 love you sm,’ commented Kylie Jenner.
‘OK OK!!!! Yessssss Hailey!!!’ said Kim Kardashian.
Gwyneth Paltrow commented: ‘This is incredible! ❤️’
The deal is expected to close later this year and comes at a time of huge growth for Rhode.
It has been reported that online popularity, including viral TikToks, helped the brand expand, with more than $200m (£149m) in sales from March 2024 until March 2025.
It was also reported that Rhode is set to appear in Sephora across the UK and US later this year.
The brand is one of the many popular celebrity makeup brands at the moment, following in the footsteps of Fenty Beauty by Rihanna, Kylie Jenner’s Kylie Cosmetics, and Rare Beauty by Selena Gomez.
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