Hailey Bieber Sells Rhode Beauty Brand To E.l.f. For $1 Billion

When it comes to building a brand and securing the bag, Hailey Bieber just made a power move that has the beauty world—and the internet—buzzing. From beauty boss to boardroom baddie, she’s stepping into a whole new era for Rhode. And let’s just say, this next chapter is giving billionaire energy, and her husband, Justin Bieber, is seemingly all smiles behind her!

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Hailey Is Giving Billionaire Energy

The acquisition of Hailey Bieber’s beauty brand, Rhode, by E.l.f. Beauty is bringing her closer to that billionaire status. The deal, announced on May 28, includes $800 million in cash and stock, with an additional $200 million contingent on the brand’s performance over the next three years. This acquisition marks E.l.f.’s largest to date and signifies a strategic expansion into the skincare market.

Founded by Hailey Bieber in 2022, Rhode quickly gained traction with its minimalist skincare and hybrid makeup products, generating $212 million in revenue within its first year. Bieber’s hands-on approach and strong social media presence evidently played a pivotal role in the brand’s rapid growth. Under the terms of the acquisition, Bieber will continue to lead Rhode as Chief Creative Officer and Head of Innovation, overseeing product development and marketing strategies. The brand is set to expand its retail presence, including launches in Sephora stores across North America and the U.K.

The Couple Celebrate With Cozy Pics

The couple seemingly celebrated the big announcement in the most lowkey way—by dropping cozy, loved-up pics on the ‘gram. Justin shared soft, intimate photos that captured their vibe perfectly, letting the visuals speak louder than words. And, the Shade Room’s Instagram comment section lit up with everything from praise to shady reminders of Justin’s past comments.

One Instagram user @respectfullyal wrote, “Awww such a sweet photo”

While Instagram user @hekrochetkween_ said, “After she sold her company for 1 billion he wanna be nice 😂”

This Instagram user @septa08 commented, “Broke baby daddy pose 😂”

Instagram user @malikahhhhh__ added, “My boy just heard about that 1 BILLION 😭😭😭😭😭😭”

Finally, meteo_rite said, “Somebody said “hope he didn’t tell her she could never make a billion dollars “ 😭😭😭😂😂”

Justin Turned Heads With Recent Comments

Justin Bieber faced backlash after sharing a caption on Instagram about his wife Hailey Bieber’s Vogue cover, which many perceived as dismissive. In the post, he recalled telling Hailey she would “never be on the cover of Vogue,” a remark he later admitted was “sadly mistaken.”

“I think as we mature we realize that we’re not helping anything by getting even. We’re honestly just prolonging what we really want which is intimacy and connection. So baby u already know but forgive me for saying u wouldn’t get a vogue cover cause sadly I was mistaken,” Justin wrote.

Considering how the initial tone drew criticism, it quickly prompted Justin to edit the post and remove the controversial comment. Instead of adding actual words this time, JB tossed in a shrug emoji, a finger pointing emoji, a hand heart, and a teary-eyed emoji.