HAILEY BIEBER SELLS RHODE FOR $1 BILLION
When model Hailey Bieber launched her beauty brand Rhode in 2022, nobody could have guessed what a massive hit it would be and what a brilliant return on investment it would mean for her.
The beauty market is already saturated with ranges backed by celebrities, so it was a massive surprise when e.l.f. announced that it would buy Rhode. This is e.l.f’s biggest acquisition to date and even more than the R355 million it paid for skin care brand Naturium in 2023.
Rhode was founded by Bieber alongside Michael D. and Lauren Ratner. Together, the three business partners managed to make Rhode a financial success, with the last fiscal year’s figures showing the company made $212 million in net sales.
In early 2025, Rhode announced that its products would also be available in major department stores across the United States.
As part of the acquisition, e.l.f. has announced that Bieber will stay on as Rhode’s chief creative officer and head of innovation.
There’s no doubt that Rhode’s popularity rose when the model married pop star Justin Bieber.
But, it doesn’t matter how famous the face and brains behind a brand are; the proof is in the pudding, and that’s what spurred e.l.f. on to purchase Rhode.
“One of the things we really like about Rhode is just how tight the product assortment is. It’s only 10 products across skincare, colour, cosmetics and accessories.”
The brand is currently not available in South Africa.
Image credit: People