A Billie for Hailey! According to a new report by AP E.l.f. Beauty has officially scooped up her buzzy skincare line, Rhode, in a massive $1 billion deal, the companies confirmed. With $212 million in net sales over the past year, Rhode is already a digital powerhouse, but it’s about to level up: an in-store launch with Sephora is on deck by the end of the year in both North America and the U.K.
Hailey isn’t going anywhere either. The model, beauty mogul, and wife of pop superstar Justin Bieber will stay on as Rhode’s chief creative officer and head of innovation, while also stepping into a strategic advisor role for the newly merged beauty empire.
The deal includes $600 million in cash and $200 million in E.l.f. stock, plus a potential $200 million bonus if Rhode hits major growth goals over the next three years. Investors are clearly loving the glow-up — E.l.f. shares surged 12% ahead of Thursday’s opening bell.
News of the purchase quickly spread through social media:
I can’t believe elf cosmetics bought rhode beauty they over payed Hailey Bieber is laughing to the bank pic.twitter.com/A1phEcfeIv
— richlux713 (@RichLux713) May 29, 2025
and
Hailey the head of her own company and is now partnered with elf. then rhode is about to be put in Sephora? Oh my sister will ALWAYS get the last laugh! pic.twitter.com/xjhgvtHaFO
— k e k e is mourning???? (@keonaaa_w) May 28, 2025
