From Glazed Skin to Billionaire: Hailey Bieber’s Rhode Acquired by e.l.f. Beauty

Hailey Bieber just sold her skincare brand, Rhode, to e.l.f. Beauty for $1 billion. Here’s how the deal breaks down—and what it means for her net worth.

Hailey Bieber net worth

In a jaw-dropping business move, Hailey Bieber has officially sold her skincare company, Rhode, to e.l.f. Beauty in a landmark deal worth $1 billion. Just months after speculation surfaced—initially dismissed as internet rumor—the deal is now real, reshaping Hailey’s financial future.

From Viral Trends to Billion-Dollar Brand

Rhode launched in June 2022 with just three products and Hailey’s now-iconic “glazed donut skin” aesthetic. Fueled by social media buzz and direct-to-consumer momentum, Rhode quickly became a cult favorite. Within three years, it hit over $212 million in annual net sales, all without retail distribution—until now.

In May 2025, Rhode products began appearing on Sephora shelves in the U.S. and Canada, with a U.K. launch planned by year’s end. The timing of the acquisition by e.l.f. Beauty aligns with Rhode’s move into retail, adding a fast-scaling Gen Z brand to e.l.f.’s portfolio.

Deal Breakdown

The sale includes:

$600 million in cash

$200 million in e.l.f. stock

Up to $200 million in performance-based earnouts

This structure not only underscores Rhode’s growth potential but also secures Hailey’s seat at the table as the brand’s Chief Creative Officer moving forward.

What Hailey Bieber Is Likely Taking Home

Though her exact ownership stake is undisclosed, reports suggest Hailey retained 50% to 70% of the company. That would mean:

Gross payout: $500M–$700M

Estimated after-tax earnings: $309M–$433M (based on California’s combined ~38% tax on capital gains)

Even without the full earnout, the upfront $800M could net her $247M–$346M depending on her equity stake.

Net Worth Leap

Prior to this deal, Hailey’s net worth was estimated around $20–30 million. Post-sale, even conservative estimates now place her fortune at approximately $300 million, possibly making her wealthier than her husband, Justin Bieber.

NEED TO KNOW

e.l.f. Beauty has acquired Hailey Bieber’s Rhode in a $1 billion deal

Per a press release, Bieber will step into the role of chief creative officer and head of innovation

Bieber shared that she looks forward to the brand’s “new exciting chapter”

Hailey Bieber’s rhode is celebrating a major milestone.

On Wednesday, May 28, it was announced that e.l.f. Beauty had signed a $1 billion dollar deal to acquire the brand.

Per a press release, Bieber, 28, 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. She will also act as a strategic advisor to the combined companies.

The release also states that rhode was the No. 1 skincare brand in Earned Media Value in 2024, representing 367% year-over-year EMV growth.

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,” Bieber shared in a statement. “Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.

The entrepreneur added that she looks forward to the brand’s “new exciting chapter” alongside co-founders Michael D. Ratner and Lauren Ratner, “who have helped bring my vision to life from the start.”