Wed, 28 May 2025

Wed, 28 May 2025 Hailey Bieber's makeup brand sold to e.l.f. in $1bn deal

Buyer e.l.f. Beauty calls it a "beautiful brand that we believe is ready for rocketship growth".
Hailey Bieber, co-founder of beauty brand Rhode, has agreed to sell the company to e.l.f. Beauty in a deal worth up to $1 billion (£740m). The 28-year-old model and wife of Justin Bieber will remain as chief creative officer after the sale. e.l.f. is paying $800m in cash and stock upfront, with an additional $200m possible based on future sales growth. The brand has experienced rapid success since its launch in 2022, reporting over $200m in net sales in just one year. Rhode's popularity on social media platforms like TikTok has contributed to its growth, with products such as its pocket blush and peptide lip treatments gaining a large following.
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