Hailey Bieber Sells Rhode to e.l.f. in $1 Billion Deal—Smart Business Move or a Bailout for Justin?
Model and entrepreneur Hailey Bieber has inked a blockbuster deal to sell her fast-growing beauty brand, Rhode, to e.l.f. Beauty in a transaction worth up to $1 billion (£740m). On the surface, it's a major win for the 28-year-old businesswoman, who launched the skincare line just two years ago. But while the move cements her status as a sharp and successful entrepreneur, some observers are wondering if there’s more behind the timing—namely, concerns over her husband Justin Bieber’s rumored financial strain.
Launched in 2022 and named after Hailey’s middle name, Rhode quickly rose to prominence thanks to a savvy mix of minimalist branding, TikTok virality, and influencer appeal. The brand's popular blushes and peptide lip treatments have become social media staples, and with more than $200 million in net sales reported in the 12 months to March, it’s clear that Rhode was primed for a major acquisition.
Enter e.l.f. Beauty, the affordable cosmetics giant behind some of Gen Z’s favorite products. In a statement announcing the deal, the company praised Rhode as “a beautiful brand that we believe is ready for rocketship growth.” The deal includes $800 million in cash and stock upfront, with an additional $200 million contingent on future performance.
Hailey isn’t going anywhere just yet. She’ll remain involved in the company as Chief Creative Officer, with the existing leadership team also staying in place. "Our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally," she said in the announcement.
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She echoed the sentiment on social media, calling the sale the “next chapter” for the brand. But as congratulations poured in, whispers also grew louder about what might have pushed Hailey to sell now—when the brand is clearly thriving.
In a recent Vogue cover story published just before the deal was announced, Hailey herself admitted the success of Rhode had far exceeded expectations. “In my wildest dreams, it's already gone beyond what I would've hoped for,” she said.
Yet speculation is swirling around her husband, pop star Justin Bieber, who has remained largely out of the public eye in recent months and is rumored to be dealing with both personal and financial issues. Industry insiders have noted his declining music output, cancellation of several high-profile tours, and alleged disputes over his management and assets.
With Justin reportedly turning down a $200 million tour deal last year and facing increasing legal costs and real estate expenses, some are asking whether the Rhode sale might be doing double duty: fueling the brand’s expansion while also quietly stabilizing the Bieber empire.
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Hailey, the daughter of actor Stephen Baldwin and niece to the famed Baldwin brothers, has long been seen as the calm, strategic force in her household—a woman with a business mind well beyond her years. Her pivot into beauty follows a blueprint made successful by stars like Rihanna, Kylie Jenner, and Selena Gomez, whose own brands have each been valued in the hundreds of millions, if not billions.
According to a NielsenIQ report, celebrity beauty brands collectively brought in over $1 billion in sales last year alone, and Rhode is clearly part of that gold rush. But while this sale confirms Hailey’s ability to build and flip a successful brand, some fans fear it may also mark the beginning of a slow retreat from hands-on entrepreneurship—perhaps more out of necessity than desire.
Whatever the real motivation, one thing is clear: Hailey Bieber knows how to build a brand, scale it, and sell it at the peak of its momentum. That’s business brilliance, regardless of what’s happening behind closed doors. Still, it’s hard not to wonder whether this billion-dollar “next chapter” is also a calculated rescue mission—one designed not just for Rhode, but for the Bieber name itself.
