Hailey Bieber’s $1 Billion Payday: Inside the Rhode Sale That Shook the Beauty Industry
Hailey Bieber has just joined the billion-dollar beauty club — and she’s already revealed what she plans to do with her $1 billion fortune from the Rhode Beauty sale to e.l.f. Beauty earlier this year.
The 28-year-old model-turned-entrepreneur told WSJ. Magazine that most of the proceeds will go toward securing her one-year-old son Jack Blues Bieber’s financial future — a move that blends maternal instinct with high-level wealth strategy.
“I want to preserve that for my son’s future. It’s an amount of money I’ve never dealt with before, so I just want to be smart with it,” Hailey said. “I would like to invest it wisely.”
What Did Hailey Bieber Do With Her $1 Billion Rhode Payday?
Hailey Bieber sold her skincare company Rhode to e.l.f. Beauty in a deal valued at up to $1 billion in May 2025.
In plain terms, that means she exchanged ownership of her brand — including its trademarks, formulas, and global distribution rights — for a billion-dollar payout while still keeping a leadership role in the company.
The transaction made Hailey one of the youngest self-made female entrepreneurs to achieve a 10-figure exit from a direct-to-consumer beauty brand.
Inside the Billion-Dollar Deal: Why e.l.f. Paid So Much
Executives at e.l.f. Beauty said they were “blown away” by Rhode’s performance.
In less than three years, Rhode grew from a minimalist skincare startup into a powerhouse brand generating over $212 million in annual sales — all online, with just ten products.
Tarang Amin, CEO of e.l.f. Beauty, explained:
“In 34 years in the consumer space, I’ve never seen growth like this. The level of disruption definitely caught our attention.”
The acquisition gives e.l.f. access to Rhode’s cult customer base and influencer marketing engine while giving Hailey Bieber access to global retail expansion across Europe and Asia.
How Hailey Bieber Built Rhode Into a $1 Billion Brand
When Bieber launched Rhode in 2022, she made one rule clear: no licensing, no borrowed name deals.
“I had lent my name enough times to see how it benefited that company,” she said. “If I’m doing this, I have to be the majority owner.”
That decision paid off. By controlling the brand outright, she positioned herself as both the face and the founder — a strategy that resonated with Gen Z and Millennial consumers looking for authenticity in skincare.
Her minimalist aesthetic, clean formulations, and relentless product testing (often on her husband Justin Bieber) helped Rhode go viral repeatedly on TikTok and Instagram, creating what analysts called “the Rhode effect” — a beauty brand that sells out faster than it can restock.
Family First: Protecting Privacy and Planning for Legacy
Beyond the headlines, Hailey says her newfound wealth has sharpened her focus on family and privacy. She and Justin have chosen not to share photos of their son online until he’s old enough to consent.
“Until your child can understand it and it’s possible to have a conversation around it, I have no interest in putting him out there in any way,” she told WSJ.
That approach mirrors how she’s handling her money — deliberately, cautiously, and with long-term planning in mind.
What’s Next for Rhode — and for Hailey Bieber
Hailey will remain Chief Creative Officer and Head of Innovation at Rhode, overseeing product design, creative campaigns, and global brand expansion. She’ll also serve as a strategic advisor to e.l.f. Beauty, ensuring Rhode’s minimalist vision isn’t diluted in the acquisition process.
Industry analysts predict Rhode could double its valuation by 2027 if the brand maintains its DTC (direct-to-consumer) growth rate and successfully scales international sales.
The sale also signals a broader trend: celebrities aren’t just endorsing brands anymore — they’re building, scaling, and selling them for venture-capital-level returns.
People Also Ask
How much did Hailey Bieber make from Rhode?
Hailey Bieber made approximately $1 billion when she sold her skincare company Rhode to e.l.f. Beauty in May 2025. She remains Chief Creative Officer and continues to oversee the brand’s creative direction.
Is Hailey Bieber still involved with Rhode Beauty?
Yes. She continues as Chief Creative Officer, focusing on product development and brand innovation.
Why did e.l.f. Beauty buy Rhode?
e.l.f. Beauty cited Rhode’s rapid growth, cult following, and strong online sales as reasons for the billion-dollar acquisition — calling it “one of the most disruptive beauty launches of the decade.”
