I know there are a lot of parasocial divas out there who love to hyperfixate on Mrs. Hailey Rhode Bieber, and to them I say: buckle up, because I have some big’ ol Hailey-Bieber-stays-winning news! The business owner, mom, possessor of effortless chic-ness, and yes, Justin Bieber’s wife, is having a bit of a huge week.
After discussing everything under the sun, in Vogue, from her Selenator haters to her journey with postpartum changes after birthing baby Jack Blues Bieber, Hailey and her team at Rhode got in the kitchen and COOKED (metaphorically, she obviously has a chef to handle cooking literally). Hailey’s accessible luxury beauty brand, named after her matriarchal middle name, has reportedly sold to another major beauty retailer for a HUGE paycheck. Rhode, which has only been in existence for about three years, has made makeup history with the sale, perfectly timed with the brand’s long-awaited release at Sephora. Here are all the details of Hailey Bieber’s sale of Rhode to E.l.f.
The sale of Hailey Bieber’s makeup company, Rhode, was announced on Wednesday, May 28, 2025. The deal had been in the works since fall 2024, when both companies “approached each other,” according to the CEO.
How much did Rhode sell for?
Rhode reportedly sold for one billion dollars. That’s billion with a B! The deal shakes out to a casual $800 million in cash and stocks up front from E.l.f., with a final $200 million to be paid after Rhode presumably sell, sell, sells over the next three years, as reported by CNBC.
Who bought Rhode Beauty?
E.l.f., famous for its affordable drugstore luxury primers and products, purchased Rhode in the historic acquisition.
Why did Hailey Bieber sell Rhode?
In the announcement led by E.l.f., the company’s CEO praised Hailey’s brainchild as “another like-minded disruptor” in the beauty industry. “I see Hailey as much more than a celebrity, she is one of the most thoughtful founders I’ve ever met. She has incredible instinct, a beautiful aesthetic that’s absolutely resonating with her community,” Tarang Amin said, calling joining forces with Hailey “powerful.”
Rhode made over $200 million in 2025’s first fiscal quarter, which comes from her diehard Gen Z fanbase who camp out overnight at Hailey’s popups but also from non-Bieber-related fans who just love good quality, cutesy products, such as the masses of makeup lovers who praise her peptide lip balm as holy grail.
Does Hailey Bieber actually do anything for Rhode?
Yes, though it’s doubtful Hailey is spending late nights in the lab, she does have several significant titles at the company that are legit. Hailey is the Chief Creative Officer, and Head of Innovation, which is a Harry Potter-ass sounding title to indicate she helps with new products, their creative branding, and the marketing to get them out to her fans. With the new business partnership with E.l.f. she will become a “strategic advisor” to both companies as well.
MARISSA is a trending news writer at Betches. She's more than just another pop-culture-addicted-east-coaster-turned-LA-transplant...she's also an upcoming television writer and aspiring Real Housewife (whichever comes first). Live, laugh, balegdah.
