Will Hailey Bieber Completely Leave Rhode? The $1 Billion Question After E.L.F. Beauty Buyout

TDT | Manama

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In one of the biggest celebrity beauty deals to date, Hailey Bieber’s skincare brand Rhode is being acquired by e.l.f. Beauty in a transaction worth up to $1 billion. But as the headlines focus on the price tag, another question looms: Is this the end of Hailey’s hands-on role at Rhode?

💄 A Brand Built on Hailey’s Image

Founded less than three years ago, Rhode quickly became a cult-favorite among Gen Z consumers. Bieber, who named the brand after her middle name, positioned Rhode as a minimalist, high-performance skincare line that cut through the crowded beauty space. With just three products at launch, Rhode went viral—powered by Bieber’s social media reach and her promise of intentional beauty.

Today, the brand has blossomed into a full-fledged beauty label, offering skincare, lip tints, and blushes, with upcoming plans to enter Sephora’s brick-and-mortar stores in the U.S., Canada, and the U.K.

💰 The Billion-Dollar Exit

The acquisition, announced Wednesday, will see e.l.f. Beauty pay $600 million in cash, issue $200 million in stock, and set aside another $200 million in growth-based payouts over the next three years. Rhode reportedly generated $212 million in net sales in the 12 months leading up to March 2025.

Although the exact terms of Bieber’s equity stake remain undisclosed, it’s expected that she’ll walk away with a nine-figure payday. That alone has prompted speculation over whether she might step back from day-to-day involvement.

🤔 So, Is Hailey Leaving?

Not quite. According to e.l.f.’s announcement, Hailey Bieber will retain her role as Rhode’s Chief Creative Officer and Head of Innovation. While ownership control may now be in corporate hands, Bieber is set to remain the face and creative driver behind the brand—for now.

Industry insiders see this as a strategic move: Bieber keeps her influence and artistic control, while e.l.f. takes the reins on scaling and distribution. For consumers, that likely means Rhode will stay true to its clean aesthetic and skin-first philosophy, at least in the short term.

🛍️ Celebrity Beauty Boom

Hailey’s billion-dollar deal joins a growing list of celebrity-led beauty exits. Kylie Jenner sold 51% of Kylie Cosmetics to Coty for $600 million in 2020. Rihanna’s Fenty Beauty helped cement her status as a billionaire. Selena Gomez’s Rare Beauty hit $367 million in 2023 revenue. Now, Rhode becomes the latest success story.

With her first child newly born and Rhode’s future now backed by a publicly traded beauty giant, Hailey Bieber may be poised to take a step back—but she’s certainly not stepping away.

Bottom line? She’s not leaving Rhode. She’s leveling up.