The brand will be owned by e.l.f. Beauty, a cosmetics distributor based in the U.S, after the deal is completed between July and September, according to a press release by the buyer.
“e.l.f. Beauty found a like-minded disruptor in Rhode,” said e.l.f. chairman and CEO Tarang Amin. “Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible.”
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Hailey Bieber. Photo by Instagram/haileybieber |
Hailey launched Rhode, named after her middle name, in Los Angeles in the summer of 2022, driven by frustration with the cluttered skincare market. She co-founded Rhode with filmmaker and entrepreneur Michael D. Ratner and his wife, Lauren Ratner.
She aimed to create “a very edited and curated, intentional shopping process for people,” as she explained to Forbes in 2022.
The brand gained rapid popularity, boosted by Bieber’s fame and her nearly 55 million Instagram followers.
It has recorded notable growth, more than doubling its consumer base over the past year and driving a total of $212 million in net sales in the 12 months ended March 31, 2025.
Hailey will continue her role as founder and additionally serve as Rhode’s Chief Creative Officer and Head of Innovation, overseeing creative, product innovation and marketing.
“We can’t wait to bring Rhode to more faces, places, and spaces. From day one, my vision for Rhode has been to make essential skin care and hybrid makeup you can use every day.”
The daughter of actor Stephen Baldwin, Hailey gained prominence through modeling and her social media presence. She married Justin Bieber in 2018, and they welcomed their first child in August.
Rhode, which began with just three products, has expanded to include colored lip balms and blushes. Last Tuesday, Sephora announced that Rhode, previously sold only through its website, will be available in stores across the U.S., Canada, and the U.K. starting this fall.
Hailey’s business milestone comes amid reported financial struggles for her husband, pop star Justin Bieber. The singer, 31, is said to be facing debts from his canceled 2022 “Justice” tour, with reports claiming former manager Scooter Braun loaned him over $8 million to cover costs, according to Page Six.
Last October, it was also reported that Justin — who has an estimated net worth of $300 million and sold his music catalog for $200 million in 2022 — was considering legal action against his financial managers for allegedly squandering $300 million of his fortune. However, sources said that excessive personal spending may be the real issue.
Justin’s representative has firmly denied any claims of financial trouble, responding to a report by The Hollywood Reporter. However, sources told Page Six that Hailey is “100 percent the breadwinner now.”
