Well, well, well. Just when we thought the summer heat couldn’t get any hotter, Hailey Bieber drops a bombshell that has the entire beauty world and our elite circles buzzing. Our favorite model-turned-mogul has sold her skincare empire, Rhode, to e.l.f. Beauty for a staggering $1 billion. That’s right, darlings, with a ‘B’.
But let’s not get ahead of ourselves. This isn’t just a tale of business deals and boardrooms. No, this is a story of ambition, rivalry, love, and perhaps a touch of betrayal. So, grab your matcha lattes and settle in, because this is the kind of gossip that keeps our world spinning.
Hailey Bieber, née Baldwin, has always been more than just a pretty face. With a lineage that boasts Hollywood royalty and a marriage to pop sensation Justin Bieber, she’s been in the spotlight since day one. But in 2022, Hailey decided to step out of the shadows and into the entrepreneurial limelight with the launch of Rhode, her skincare brand named after her middle name.
Rhode wasn’t just another celebrity vanity project. With products like the Peptide Glazing Fluid and Barrier Restore Cream, it quickly became a favorite among Gen Z and millennials alike. The brand’s minimalist aesthetic and promise of “glazed donut” skin made it a staple on vanities and Instagram feeds across the globe.
And the numbers? Simply dazzling. In the fiscal year ending March 31, 2025, Rhode reported net sales of $212 million.
Not too shabby for a brand that’s just a toddler in business years. Enter e.l.f. Beauty, the Oakland-based cosmetics giant known for its affordable yet high-quality products. In a move that sent shockwaves through the industry, e.l.f. acquired Rhode for a cool $1 billion. The deal includes $800 million in cash and stock, with an additional $200 million contingent on Rhode’s performance over the next three years.
But don’t think Hailey is stepping away from her brainchild. As part of the acquisition, she’ll take on a larger role as Chief Creative Officer, Head of Innovation, and Strategic Advisor to the merged companies. Talk about having your cake and eating it too.
But don't think Hailey is stepping away from her brainchild. As part of the acquisition, she'll take on a larger role as Chief Creative Officer, Head of Innovation, and Strategic Advisor to the merged companies
Sources close to Hailey reveal that the sale was an emotional rollercoaster. “She can’t stop crying,” one insider shared, noting that the tears were a mix of joy, relief, and perhaps a touch of nostalgia. After all, Rhode was her baby, nurtured from the ground up amidst personal challenges and public scrutiny.
But ever the visionary, Hailey isn’t resting on her laurels. Inspired by moguls like Rihanna and Kylie Jenner, she’s reportedly eyeing ventures into clothing, real estate, and philanthropy. The girl is on fire, and there’s no extinguishing her flame. While Hailey basks in her business success, whispers suggest all might not be well on the home front. Justin Bieber, her husband, recently posted a cryptic message on Instagram criticizing the notion of telling others what they “deserve,” suggesting it is not one’s place to judge others, but rather up to God. The post came shortly after Hailey announced the $1 billion acquisition of her beauty brand, Rhode, by e.l.f. cosmetics. Fans noticed Justin did not comment directly on the milestone, fueling criticism that he was unsupportive.
Some fans speculate that Justin’s silence on Hailey’s monumental achievement hints at underlying tensions. Others argue that he’s simply taking a step back, allowing his wife to shine. Whatever the truth, the rumor mill is in overdrive.
Before Rhode became a household name, it faced a legal hiccup. In 2022, Hailey was sued for trademark infringement by a fashion brand also named Rhode. The clothing brand, co-founded by Purna Khatau and Phoebe Vickers, alleged that Hailey’s use of the name caused consumer confusion. Despite the legal tussle, a judge ruled in Hailey’s favor, allowing her to continue using the name for her skincare line.
The lawsuit highlighted the challenges celebrities face when transitioning into the business world.
But as always, Hailey navigated the storm with grace and came out on top. With this sale, Hailey Bieber has solidified her status as a formidable force in the beauty industry. While she may not officially hold the billionaire title just yet, her net worth has undoubtedly skyrocketed, potentially surpassing that of her husband, Justin.
From navigating legal battles to launching a brand that resonates with millions, Hailey’s journey is nothing short of inspiring. She’s not just riding the wave of her fame; she’s creating her own legacy.
But let's not get ahead of ourselves. This isn't just a tale of business deal
In the ever-evolving world of the Upper East Side, where power plays and whispered secrets reign supreme, Hailey Bieber’s Rhode sale is the talk of the town. It’s a testament to ambition, resilience, and the art of reinvention.
So, what’s next for our beauty mogul? Only time will tell. But one thing’s for sure: Hailey Bieber is a name we’ll be hearing for years to come.
