Beauty and business worlds are buzzing as Hailey Bieber’s skincare brand, Rhode, was officially acquired by e.l.f. Beauty for a staggering $1 billion. The deal breaks down into $600 million in cash, $200 million in e.l.f. stock, and up to $200 million in earnout over the next three years based on performance.

Why This Acquisition Matters

Hailey Bieber isn’t stepping away from Rhode. Instead, she’s staying on as Chief Creative Officer and Head of Innovation, continuing to steer the brand’s vision and product development. Rhode’s CEO, Nick Vlahos, will also stay at the helm, ensuring continuity as the brand scales.

This deal signals massive confidence in Rhode’s growth potential and the power of celebrity-driven, clean beauty brands in today’s market.

How Did Rhode Reach This Milestone So Fast?

Founded in 2022, Rhode’s mission was clear: simple, clean, effective skincare that resonates with today’s consumers. The brand’s Peptide Glazing Fluid became a cult favorite, moving an astonishing 36 units per second during restocks and generating over $50 million in revenue in its first year alone. The brand also attracted a massive waitlist of over 1 million customers eager to get their hands on products.

By 2023, Rhode was already expanding internationally — entering Canada and key European markets. They launched pop-up stores in London (Oct 2024) and Los Angeles (Feb 2025), blending their strong digital presence with an emerging retail footprint. Rhode also has plans to broaden its offerings with color cosmetics, signaling ambitions well beyond skincare.

Celebrity Leverage vs. Everyday Brand Building

It’s worth noting — Rhode is not your average indie beauty brand. Hailey Bieber had a built-in audience of millions, industry connections, and the kind of media pull most founders can only dream of. Her name alone generated press and product buzz that skyrocketed the brand out of the gate.

But fame alone doesn’t build long-term brand equity.

Rhode didn’t just ride the wave of celebrity — they delivered with a high-performing hero product, thoughtful branding, and a clear POV that set them apart in a saturated market. That’s the part everyday founders can learn from and replicate.

What Small Brands Can Learn

Hailey Bieber’s success with Rhode isn’t just about celebrity power — it’s about strategic brand building. Here are key takeaways for entrepreneurs and small brands:

Focus on Product Excellence: Rhode’s Peptide Glazing Fluid nailed the balance between clean ingredients and visible results.
Build Hype and Community: A waitlist of over a million fans shows the power of pre-launch buzz and exclusivity.
Expand Smartly: Starting digitally and then moving into physical retail creates a multi-channel presence.
Stay Authentic: Hailey’s genuine involvement in creative direction adds credibility and keeps the brand aligned with its core audience.

The Bigger Picture

At just 28 years old, Hailey Bieber is leading a beauty brand that’s already worth a billion dollars in less than three years. That’s inspiring, especially if you’re grinding away at your own business or agency, wondering how to break through.

If you’re curious about brand growth, marketing strategies, or just want to geek out over beauty biz wins, drop your thoughts in the comments below and subscribe for more insights.