Hailey Bieber’s Rhode Acquired by e.l.f. Beauty in $1 Billion Deal: A New Chapter in Celebrity-Driven Skincare Innovation
In a groundbreaking moment that marks a new era in both the beauty industry and celebrity entrepreneurship, e.l.f. Beauty has officially acquired Rhode, the skincare brand founded by model-turned-entrepreneur Hailey Bieber, in a staggering $1 billion deal. This acquisition not only underscores Rhode’s rapid rise as a skincare sensation but also solidifies Hailey Bieber’s transformation into a formidable business leader beyond her modeling career.
From Celebrity Star to Skincare Mogul: The Rise of Rhode
Founded in 2022, Rhode entered the crowded skincare market with a clear mission: to provide high-quality, minimalist skincare products that deliver real results without unnecessary complexity. Unlike many celebrity-backed brands that rely solely on star power, Rhode quickly distinguished itself through its thoughtful formulations, sleek packaging, and an authentic connection to its audience.
Hailey Bieber’s public persona—a blend of approachability, sophistication, and genuine passion for skincare—helped Rhode stand out in a sea of competitors. But it was the brand’s focus on transparency, efficacy, and simplicity that kept customers loyal and ensured sustained growth. From lip peptide treatments to moisturizers and gentle cleansers, Rhode built a solid foundation that appealed especially to Millennials and Gen Z consumers craving straightforward, clean beauty products.
Within just three years of its launch, Rhode’s valuation skyrocketed to $1 billion, a milestone that reflects not only the brand’s commercial success but also the broader shift in the beauty industry toward celebrity-led ventures grounded in authenticity and product integrity.
The Big Reveal: Hailey Bieber Announces the Deal on Instagram
On May 28, Hailey Bieber took to Instagram to announce the acquisition, sharing a series of polished portraits paired with a heartfelt message to her followers:
“When I launched Rhode in 2022, I always had big dreams for the company… we are partnering with e.l.f. Beauty as we step into this next chapter… I feel invigorated, excited and more ready than ever to step into an even bigger role.”
Hailey’s message emphasized both gratitude and ambition, signaling her deep commitment to Rhode’s future. With the acquisition finalized, she now holds the titles of Chief Creative Officer and Head of Innovation at Rhode. Additionally, she will serve as a strategic advisor to e.l.f. Beauty, directly influencing product development, brand vision, and growth strategies.
This expanded leadership role marks a significant milestone in Hailey’s career, positioning her alongside a select group of celebrity entrepreneurs who have successfully bridged fame and business acumen—such as Rihanna with Fenty Beauty and Jessica Alba with The Honest Company.
What This Means for e.l.f. Beauty: Strategic Expansion into Premium Skincare
For e.l.f. Beauty, a brand celebrated for democratizing beauty through affordable, high-performance makeup and skincare, acquiring Rhode represents a strategic move to diversify its portfolio and deepen its footprint in the competitive skincare arena.
Rhode brings a premium yet accessible product line that resonates strongly with younger consumers who prioritize clean, effective ingredients and minimalist design. By integrating Rhode into its brand ecosystem, e.l.f. Beauty enhances its appeal to Gen Z and millennial shoppers who are driving major shifts in beauty consumption.
Furthermore, Rhode’s robust social media presence and loyal community offer e.l.f. a powerful cultural connection. This acquisition aligns perfectly with e.l.f.’s ongoing commitment to clean beauty, inclusivity, and social responsibility—values that increasingly shape buying decisions in today’s market.
Industry experts predict that with e.l.f.’s extensive distribution channels and global supply chain capabilities, Rhode’s products will soon reach wider audiences in North America, Europe, and Asia, transitioning from cult favorites available mainly online to household staples in major retail outlets.
Celebrations and Support: Justin Bieber’s Role in the Journey
The day following the announcement, Hailey’s husband, pop superstar Justin Bieber, joined the celebrations on Instagram by sharing a heartfelt carousel of images showing tender moments between the couple. From a warm cheek kiss to an affectionate hug and even playful golf course shots, Justin’s posts highlighted the couple’s strong bond and shared excitement.
Their mutual support has been a constant through Hailey’s entrepreneurial journey, and Justin’s public backing has helped amplify Rhode’s visibility and credibility among millions of fans worldwide.
Hailey Bieber’s Unique Journey: From Baldwin Family Legacy to Entrepreneurial Powerhouse
Born Hailey Rhode Baldwin in Tucson, Arizona, Hailey comes from a family deeply rooted in the entertainment world. She is the daughter of actor Stephen Baldwin and niece of Alec Baldwin, placing her within Hollywood royalty. However, Hailey’s path has always been uniquely her own.
While her modeling career launched her into the global spotlight, Hailey has steadily carved out a multi-dimensional identity encompassing fashion, beauty, and business leadership. Her marriage to Justin Bieber in 2018 further elevated her public profile, and in August 2024, the couple welcomed their first child, Jack Blues Bieber, adding a personal milestone to her already eventful life.
Hailey’s ability to balance fame, family, and entrepreneurship resonates with modern consumers who admire authenticity and resilience in public figures.
A Bold New Role: Shaping Rhode’s Future as Chief Creative Officer and Head of Innovation
Hailey Bieber’s new executive titles are more than symbolic. As Chief Creative Officer and Head of Innovation, she will oversee Rhode’s product roadmap, spearhead creative campaigns, and shape the brand’s overall consumer experience.
Her active involvement in product innovation ensures that Rhode will continue to evolve while maintaining its core promise of simplicity and efficacy. This role also empowers her to influence Rhode’s expansion into new categories and markets, steering the brand’s growth on a global scale.
In her Instagram message, Hailey expressed her excitement about the journey ahead:
“Thank you to the amazing Rhode team… And to our Rhode community, thank you for being the most supportive… this next chapter is going to be even more incredible together!”
The beauty industry will be watching closely as Rhode leverages e.l.f.’s resources to scale internationally while preserving the intimate, community-driven spirit that made it successful.
The Broader Impact: Celebrity Entrepreneurship Redefined
Hailey Bieber’s success with Rhode exemplifies a broader transformation within the beauty industry. Today’s consumers value transparency, authenticity, and niche expertise, creating fertile ground for celebrity entrepreneurs who genuinely invest in their brands rather than simply lending their names.
Rhode’s ascent also highlights the increasing importance of influencer-led branding combined with rigorous product development and smart business strategy. As celebrities like Hailey, Rihanna, and Jessica Alba demonstrate, merging star power with operational excellence can produce billion-dollar enterprises that reshape market dynamics.
What’s Next for Rhode Under e.l.f. Beauty?
Looking ahead, Rhode is poised for tremendous growth. With e.l.f.’s backing, expect to see the brand expand its product offerings, innovate with new ingredients and formats, and enter new international markets.
Retail availability will likely broaden, making Rhode products more accessible to consumers who have so far discovered the brand primarily online or through social media.
Moreover, Rhode’s clean beauty ethos and minimalist design aesthetic align well with current trends favoring sustainability and simplicity, giving it a competitive edge as consumer preferences evolve.
Conclusion: A Bright Future for Rhode and Hailey Bieber
The acquisition of Rhode by e.l.f. Beauty for $1 billion is more than a business transaction—it’s a testament to Hailey Bieber’s vision, leadership, and determination to build a skincare brand that resonates deeply with today’s consumers.
As Rhode transitions from a cult favorite to a global powerhouse, Hailey’s expanded creative and strategic role ensures that the brand’s future will be marked by innovation, authenticity, and inclusivity.
For the beauty industry, this deal underscores the growing power of celebrity entrepreneurs who bring more than fame to the table—they bring a commitment to quality, community, and cultural relevance.
In this new chapter, Rhode’s glow is only just beginning to shine brighter.