Hailey Bieber's Billion-Dollar Glow-Up As She sells Rhode To e.l.f. Beauty

In shocking news rocking the beauty world, Hailey Bieber announced on Wednesday that she's selling her skincare brand, Rhode to e.l.f. Beauty for a mind-blowing $1 billion. This momentous acquisition solidifies Rhode Island as one of the past decade's most successful celebrity-founded beauty brands while laying the groundwork for an ambitious push into international growth and IP in skincare.

Launched in 2022, Rhode Fast became a fan favorite for its stripped-back branding, affordable luxury ethos, and effective formulas. The brand sold out every launch, dominated social media trends, and won over a devoted fan base. With this new partnership, Bieber is expanding the scope of her skincare empire and is not ready to give up creative control just yet.

The outfit, which boasts Bieber, CEO Nick Vlahos, and co-founders Lauren Ratner and Michael D. Ratner as key players at the company, is being sold for $800 million between cash and stock, according to a May 28 press release announcing the deal. Another $200 million is on the table as an "earnout," depending on Rhode's performance over the next three years. This arrangement demonstrates e.l.f. Beauty's high confidence level in the trajectory and future opportunity.

Even with the sale, Hailey Bieber isn't going away. She will continue to serve as Rhode's Chief Creative Officer and Head of Innovation and consult strategically with e.l.f. This translates to the continuity of Rhode's aesthetic and mission, both of which have been instrumental in its identity and success. Hailey's staying on should be her blessing to potential fans and financiers, and even under new ownership, Rhode will keep its singular voice.

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Bieber took to Instagram shortly after the news broke to share that she was excited and thankful for the opportunity. "I always had big dreams for the company," she wrote. "And the most important thing to me is to keep bringing Rhode to more spaces, places, and faces globally." Her language speaks to the strategic aspect of this acquisition. Rhode is set for global domination with e.l.f. Beauty's strong infrastructure, international retail footprint, and digital-first capabilities.

Hailey also commended e.l.f. Beauty is a "like-minded disruptor" with the same perspective on fearless, innovative, forward-thinking beauty. With a reputation for an affordable price point, a cruelty-free ethos, and internet-shattering product launches, e.l.f. is known for subverting established industry norms, making it the perfect match for a brand like Rhode, which operates in an aesthetic minimalist space and has garnered a reputation as a community-driven buzz brand.

For e.l.f. Buying Rhode is about making a statement on culture. Celebrity beauty lines can often be hit-or-miss, but Rhode's authenticity, signature brand identity and instant fan base made it an exception. This purchase serves the dual purpose of expanding e.l.f.'s line with new products and solidifying its base with Gen Z and millennial consumers, a market both companies can already claim to have secured.

In signing this $1 billion deal, Hailey Bieber has shown she's not just a mannequin or a social media influencer but also a forward-thinking businesswoman and all-around creative visionary. The Rhode x e.l.f. Collaboration is a pivotal, industry-shaping moment, the perfect intersection of entrepreneurship, culture, and commerce. As Rhode embarks on its next chapter, armed with a billion-dollar partner, Hailey Bieber is on the road to world domination in skincare, and we've only just begun.