American Model Hailey Bieber sells her Beauty Brand to E.I.F. for $1 Billion 

American supermodel and media personality, Hailey Bieber, has officially sold her beauty brand, Rhode, to cosmetics powerhouse E.l.f Beauty in a deal valued at $1 billion.

The announcement was made by Hailey herself on Wednesday evening via her Instagram story. “E.l.f acquired Hailey Bieber’s Rhode in a $1 billion deal,” the post read, confirming the massive business move.

According to details surrounding the agreement, E.l.f will pay $800 million in a mix of cash and stock. An additional $200 million has been structured as a performance-based payout, dependent on Rhode’s future sales success.

Although ownership is changing hands, Hailey won’t be stepping away from the brand she co-founded in 2022. She will remain actively involved as CEO and Head of Innovation, while also taking on the role of strategic advisor within the E.l.f organization.

This billion-dollar transaction highlights Rhode’s impressive rise in the beauty industry and marks one of the most high-profile acquisitions involving a celebrity-founded brand in recent years. The deal is expected to officially close later in 2025.