Video Hailey Bieber sells Rhode for $1B
The model turned beauty mogul sold her popular beauty brand Rhode to e.l.f. Beauty just three years after its launch.
abcnews.go.comDirect answer: Yes, Hailey Bieber reportedly sold her Rhode beauty brand to e.l.f. Beauty in 2025 for around $1 billion, with continued involvement in creative roles.
Details and context:
- The deal was widely reported in May 2025, noting a $1 billion valuation and a mix of cash, stock, and potential milestone earnouts.[2][3][4]
- Hailey indicated the sale was strategic, aiming to expand Rhode globally, and she would stay on as Chief Creative Officer and advisor to e.l.f. Beauty as Rhode enters this next chapter.[3][2]
- Following the sale, several outlets framed the move as freeing her to focus on other ventures, including collaborations or forthcoming projects in fashion or brand-building spaces.[1][4]
Quick implications:
- Brand reach: The acquisition by a larger, distribution-focused company could expand Rhode into more retailers and geographies.[2]
- Personal portfolio: Hailey transitions from operator to advisor/creative lead, allowing her to pursue other opportunities while maintaining influence over Rhode’s creative direction.[3]
- Market signal: A $1B sale signals strong investor appeal for celebrity-backed beauty brands when backed by scalable operations and clear growth plans.[10][3]
Illustration (example):
- Rhode revenue growth and EBITDA: public reports highlighted Rhode achieving high margins with efficient marketing, a factor that likely attracted the buyer and supported the high valuation.[10]
If you’d like, I can pull the latest public statements or assemble a concise timeline of the sale, including key quotes and milestone dates.