Hailey Bieber’s Billion-Dollar Glow: Did Rhode Just Redefine Skincare—or the Celebrity Hustle?
- Jessica Ramirez
- May 28
- 3 min read
Hailey Bieber just sold her skincare brand Rhode in a billion-dollar bombshell—was it all about the peptides, or is she playing 4D beauty chess?
Hailey Bieber Bags a Billion: Rhode Skincare's Glow-Up to Glamorous Gold
Well, well, well—if you needed another reason to perfect your skincare routine or invest in a Gen Z beauty empire, Hailey Bieber just handed you both on a $1 billion, peptide-glazed platter. In what can only be described as a major flex, Bieber's skincare brand, Rhode, just got scooped up by e.l.f. Cosmetics for a jaw-dropping deal that would make even Wall Street blush.
Let’s break it down. e.l.f. Beauty is paying a cool $800 million upfront (casual, right?), with another $200 million on the table if Rhode continues to serve face and profits. That’s right—this deal could hit the magic billion-dollar mark. Cue the glow drops, highlight dust, and the faint echo of your high school nemesis whispering, “Wait, she did what?”
From Peptide Glaze to Payout Craze
Launched in June 2022, Rhode entered the beauty industry with all the subtlety of a glazed donut entering a calorie tracker—impossible to ignore and deeply satisfying. With hero products like the Peptide Glazing Fluid and Barrier Restore Cream, Rhode quickly cemented itself as the go-to for minimal, dewy, “just rolled out of a Vogue shoot” skin.
By March 2025, Rhode had racked up $212 million in net sales. That’s not just impressive—that’s “retire early and buy skincare in bulk” impressive. It also helped that the brand nailed its Gen Z marketing game, balancing aesthetic minimalism with science-backed formulations and—of course—Bieber’s star power.
The Beauty Behind the Business
Hailey Bieber isn’t just a pretty face or a name on the packaging. She’s staying on as Chief Creative Officer and Head of Innovation, meaning she’ll still be elbows-deep in swatches, serums, and marketing meetings. Her influence isn’t going anywhere—Rhode fans can rest easy knowing their glazed glow is still guided by Queen H herself.
This move also signals a serious power-up for e.l.f. Cosmetics. Known for its affordable, accessible products, e.l.f. now dives headfirst into the prestige skincare pool with Rhode, expanding its reach and manufacturing footprint. Fun fact: Rhode’s products are made in the U.S., Europe, and parts of Asia, which adds some much-needed diversification to e.l.f.’s largely China-based supply chain. Strategic and hydrating.
For now, the beauty world is buzzing. Investors are swooning. Consumers are stocking up. And Hailey? She’s probably sipping a green juice, brainstorming the next viral product launch from a yacht. Or a very fancy conference room. Either way, Rhode's glow-up is the kind of billionaire business fairytale we all pretend not to care about while secretly updating our LinkedIn bios.
Here’s to Hailey Bieber—model, mogul, moisturizer maven. May your peptides be potent and your profits plentiful. Stay tuned for updates and more in-depth coverage of your favorite celebrities and entertainment news! Create a free membership account with us today!
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References:
The Wall Street Journal. Hailey Bieber Sells Rhode to e.l.f. Beauty
Vogue. Rhode to Be Acquired by e.l.f. Beauty
People. e.l.f. Beauty Acquires Hailey Bieber’s Rhode
MarketWatch. e.l.f. diversifies supply chain with Rhode acquisition
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