Hailey Bieber Turns Rhode into a Beauty Empire

Hailey Bieber’s skincare brand Rhode is being acquired by Elf Beauty in a deal worth $1 billion. Launched in 2022, Rhode quickly became a cult favorite thanks to its minimalist aesthetic, viral marketing, and Bieber’s strong personal brand.

YANA YATSUK FOR RHODE

Hailey isn’t just staying on—she’s stepping up. She’ll continue leading Rhode as Creative Director and Head of Innovation, helping drive product development and brand strategy.

Elf CEO Tarang Amin called the partnership a perfect fit, citing Rhode’s rapid growth and deep consumer connection. In just under three years, the brand hit $212 million in net sales with only 10 products and a direct-to-consumer model.

This move also marks a shift in how celebrity brands are valued. Rhode’s success shows that it’s not just about fame—it’s about strategy, originality, and real founder involvement.

With plans to expand into retail and new global markets, including Brazil, Rhode’s next chapter with Elf is just beginning. As Hailey puts it: “I want to build the biggest beauty brand in the world.”

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