In a move set to redefine the intersection of celebrity influence and beauty innovation, e.l.f. Beauty has officially acquired Rhode, the skincare brand founded by Hailey Bieber, for $1 billion. The acquisition not only signals a monumental moment in the beauty industry but also cements Hailey’s transition from model to mogul.
From Startup to Skincare Sensation
Launched in 2022, Rhode quickly gained traction for its minimalist approach to skincare, offering sleekly packaged, effective products like lip peptide treatments, moisturizers, and cleansers. Hailey Bieber’s name and authenticity helped the brand cut through the saturated beauty market, but it was the performance of the products and a loyal consumer base that sustained its momentum.
Just three years after its inception, Rhode’s growth has culminated in a $1 billion valuation, showcasing not only the brand’s commercial potential but also the power of celebrity-led ventures when backed by solid strategy and product credibility.
Instagram Announcement Sparks Excitement
Hailey shared the news of the acquisition on May 28 via Instagram, posting elegant portraits alongside a heartfelt caption. She wrote,
“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.”
With this deal, Hailey becomes the Chief Creative Officer and Head of Innovation at Rhode, while also stepping in as a strategic advisor to e.l.f. Beauty. This expanded role will see her involved more directly in product development, brand vision, and expansion strategy.
e.l.f. Beauty’s Strategic Move
For e.l.f. Beauty, a company already known for accessible, high-performance cosmetics, acquiring Rhode represents a strategic expansion into high-end skincare with built-in cultural clout. The move diversifies their portfolio, aligns with Gen Z and millennial preferences, and strengthens their positioning in the direct-to-consumer space.
e.l.f. Beauty has steadily risen in prominence for its commitment to clean beauty, affordability, and social values. Acquiring Rhode allows the company to leverage Hailey’s global influence while tapping into a premium but relatable brand aesthetic.
Justin Bieber Shares in the Celebration
Hailey’s husband, pop star Justin Bieber, took to Instagram the day after the announcement to share a carousel of celebratory photos. These included a tender cheek kiss, an affectionate embrace, and even a candid golf course snap, capturing the couple’s joy and unity.
Justin’s post, while casual in tone, highlights the role of family and partnership in Hailey’s entrepreneurial journey. Their public support of each other has consistently amplified Rhode’s presence and credibility among fans.
Born Hailey Rhode Baldwin in Tucson, Arizona, Hailey is part of Hollywood royalty as the daughter of actor Stephen Baldwin and niece to Alec Baldwin. Her deep-rooted connection to the entertainment industry has long placed her in the public eye, but she has carved her own identity through a combination of fashion, beauty, and entrepreneurship.
Her marriage to Justin Bieber in 2018 brought another dimension to her public life. In August 2024, the couple welcomed their first child, Jack Blues Bieber, further solidifying their image as a modern, multifaceted family balancing fame, business, and personal milestones.
A Bigger Role, a Bolder Vision
With the acquisition now complete, Hailey’s new title—Chief Creative Officer and Head of Innovation—reflects more than just an honorary role. She’ll be responsible for steering Rhode’s product pipeline, creative campaigns, and consumer experience. Her involvement at this level mirrors the trajectory of other successful celebrity entrepreneurs like Rihanna (Fenty Beauty) and Jessica Alba (The Honest Company).
In her Instagram caption, she acknowledged her growing responsibilities:
“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!”
Industry analysts expect that under e.l.f.’s umbrella, Rhode will scale significantly especially in international markets. With e.l.f.’s robust supply chain and retail infrastructure, products that were once accessible only through select online channels could soon find a home in major retailers across North America, Europe, and Asia.
Moreover, Rhode’s signature clean aesthetic and strong social media engagement position it to become a pillar in e.l.f.’s evolving luxury skincare strategy.
Hailey Bieber’s success with Rhode exemplifies a shift in the beauty industry where authenticity, niche focus, and influencer-led branding drive serious business outcomes. With her expanded role and a billion-dollar backing, Rhode is poised to move from cult favorite to global powerhouse.
For Hailey, this acquisition is more than a financial windfall, it’s a validation of vision, leadership, and resilience in a competitive space.
As Rhode enters this new era, one thing is clear: the brand’s future is not just bright, it’s glowing.
