The Bieber household had major cause to celebrate on Wednesday as Hailey Bieber, model, entrepreneur, and founder of skincare brand Rhode, marked a billion-dollar milestone in her business journey.
Rhode, launched in 2022, has been acquired by e.l.f. Beauty in a deal valued at $1 billion, according to The Wall Street Journal. The agreement includes an upfront payment of $800 million, with an additional $200 million contingent on the brand’s performance over the next two years.
Reacting to the landmark deal, Hailey shared a heartfelt message on Instagram, which was promptly reposted by her husband, Justin Bieber.
“I found a like-minded disruptor with a vision to be a different kind of company—one that believes in big ideas and innovation just like I do,”
Hailey wrote.
“This partnership will help us continue to grow the brand.”
She also announced her expanded role as Chief Creative Officer, Head of Innovation, and a strategic advisor to e.l.f. Beauty, signaling her deepening commitment to shaping Rhode’s future.
“I feel invigorated, excited, and more ready than ever,” she added, expressing gratitude to her team and the Rhode community. “This is only the beginning.”
Tarang Amin , Chairman and CEO of e.l.f. Beauty, echoed her optimism, saying:
“We are excited by Rhode’s ability to break beauty barriers, fully aligning with e.l.f. Beauty’s vision to create a different kind of company. Rhode is a beautiful brand that we believe is ready for rocketship growth.”
Hailey co-founded Rhode alongside Michael D. Ratner and Lauren Ratner, driven by a mission to deliver affordable, inclusive skincare that reflects real-world beauty needs often overlooked by larger brands.
“It was very important to me that if I open up the world of Rhode, everyone is invited,” she told People magazine during the brand’s 2022 launch.
The acquisition positions Rhode to expand into more retail spaces and potentially global markets, while adding fresh energy to the beauty industry’s evolving landscape.
With support from Justin and their loyal fanbase, Hailey’s next chapter as a businesswoman is already making waves, showcasing how innovation, inclusivity, and a clear brand vision can create magic.
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