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The Billion-Dollar Question: How Much Did Hailey Bieber Sell Rhode Skincare For?

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The question that has dominated the beauty industry in late 2024 finally has a definitive answer: Hailey Bieber sold her viral skincare brand, Rhode, to beauty conglomerate e.l.f. Beauty in a landmark deal valued at $1 billion. This colossal acquisition, announced just over two years after the brand’s launch, cemented Rhode's status as one of the fastest-growing celebrity-founded beauty brands in history, transforming the model and entrepreneur into a certified beauty billionaire. As of today, December 21, 2025, the industry is still dissecting the strategic move by e.l.f. and the incredible factors that drove such a massive valuation for a relatively young direct-to-consumer brand. The $1 billion figure is not just a headline; it is a profound signal that the era of celebrity-led brands is far from over, provided they possess a strong product-market fit and a hyper-engaged community. The transaction is one of the largest beauty acquisitions of the past few years, placing Rhode in the same league as other massive deals in the cosmetics space. This article breaks down the exact details of the sale, the financial metrics that justified the price tag, and what Hailey Bieber’s role will be in the brand's new chapter.

Hailey Rhode Bieber: Biography and Profile

Hailey Rhode Bieber, the driving force behind the billion-dollar skincare empire, has a multi-faceted career spanning modeling, social media influence, and entrepreneurship. Her business acumen, combined with her global reach, proved to be the golden formula for Rhode’s meteoric success.

  • Full Name: Hailey Rhode Bieber (née Baldwin)
  • Date of Birth: November 22, 1996
  • Place of Birth: Tucson, Arizona, U.S.
  • Family Background: She is the daughter of actor Stephen Baldwin, making her part of the famous Baldwin acting family. Her mother is graphic designer Kennya Deodato.
  • Spouse: Married to Canadian singer Justin Bieber since 2018.
  • Career: Model, television personality, socialite, businesswoman, and creative director. She has walked for numerous high-profile fashion houses, including Moschino and Versace.
  • Key Business Venture: Founder of Rhode skincare, launched in June 2022.
  • New Role Post-Acquisition: Chief Creative Officer (CCO) and Head of Innovation for Rhode, and Strategic Advisor for e.l.f. Beauty.

The $1 Billion Rhode Acquisition: Breakdown of the Deal

The acquisition of Rhode by e.l.f. Beauty for a reported $1 billion is a masterclass in modern brand building. The deal, which was announced in 2024, saw a major publicly traded beauty company absorb a high-growth, celebrity-backed startup.

The transaction was reportedly an all-cash acquisition, a significant move that underscores e.l.f. Beauty's confidence in Rhode’s future growth potential and its ability to integrate the brand into its existing portfolio.

For Hailey Bieber, the sale represented a massive return on investment in a remarkably short timeframe. She launched Rhode in June 2022, meaning the brand achieved a ten-figure valuation in just over two years. The speed of this financial milestone is virtually unprecedented in the celebrity beauty space, surpassing the growth trajectory of many of its competitors.

The move is strategic for e.l.f. Beauty, which has been aggressively expanding its footprint in the skincare category, notably following its successful acquisition of Naturium in 2023.

The Financial Metrics That Justified a Billion-Dollar Valuation

The core question for financial analysts was: What made a two-year-old brand worth $1 billion? The answer lies in two critical financial and marketing metrics: Net Sales and Earned Media Value (EMV).

  • Staggering Net Sales: Rhode reported an estimated $212 million in net sales in the 12 months leading up to the acquisition announcement. This impressive revenue figure demonstrated not just hype, but substantial, repeatable consumer demand. The brand’s focus on high-margin, hero products—particularly its Peptide Glazing Fluid and Peptide Lip Treatment—created a highly efficient business model.
  • Unmatched Earned Media Value (EMV): Perhaps the most compelling factor was Rhode’s dominance in Earned Media Value. EMV is a metric that estimates the value of non-paid advertising, such as social media mentions, press coverage, and organic influencer posts. Rhode was consistently ranked as the number-one skincare brand in EMV, showcasing an astounding 367% year-over-year growth in this metric. This indicated that the brand’s viral marketing strategy, driven by Hailey Bieber's massive social following and authentic product development, was generating hundreds of millions of dollars in free publicity.
  • The "Glazed Donut" Philosophy: The brand’s aesthetic, centered around the "glazed donut" look, resonated deeply with Gen Z and millennial consumers. This clear, aspirational skincare philosophy provided a strong, recognizable brand identity that translated directly into sales and social currency.

Hailey Bieber's New Role and The Future of Rhode

The sale of Rhode is not a farewell for Hailey Bieber; it is a transformation of her role within the company. Unlike many celebrity founders who exit completely after an acquisition, Bieber is set to remain deeply involved, ensuring the brand's continued creative direction and innovation.

Post-acquisition, Hailey Bieber has taken on the titles of Chief Creative Officer (CCO) and Head of Innovation for Rhode. This dual role confirms that she will continue to lead product development, brand vision, and marketing campaigns. Furthermore, she will also serve as a strategic advisor to the broader e.l.f. Beauty organization, leveraging her unique insights into Gen Z consumer behavior and viral trends.

This structure is key to the deal's success. e.l.f. Beauty gains the operational scale, global distribution network, and financial stability needed to turn Rhode from a direct-to-consumer darling into a global powerhouse. Rhode, in turn, maintains the authentic, creator-led vision that made it a billion-dollar brand in the first place, thanks to Bieber's ongoing leadership. The acquisition is expected to propel Rhode's expansion into new international markets and, crucially, into physical retail spaces like Sephora, which had been a major limitation of its previous DTC model.

The Impact on the Celebrity Beauty Brand Landscape

The Rhode acquisition has reset the bar for celebrity beauty brands. The $1 billion valuation—a figure often associated with established, decades-old companies—sends a clear message to the market: authenticity, viral marketing, and a focused product line can yield massive returns faster than traditional, heavily funded startups.

The success of Rhode, alongside other high-value celebrity brands, proves that consumers are willing to invest in products that feel genuinely connected to the founder’s personal routine and philosophy. Rhode's initial focus on a minimalist, "less-is-more" product offering, centered on skin barrier health, was a deliberate counter-narrative to the overwhelming nature of the existing skincare market.

The partnership with e.l.f. Beauty also highlights a growing trend of established corporations acquiring fast-moving, digitally native brands to capture younger demographics and inject new energy into their portfolios. The move is a win-win: e.l.f. secures a billion-dollar brand with a cult following, and Hailey Bieber achieves a monumental financial milestone while retaining creative control. The Rhode to a billion dollars was swift, strategic, and has fundamentally changed the conversation around influencer and celebrity entrepreneurship.

how much did hailey bieber sell rhode for
how much did hailey bieber sell rhode for

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