Hailey Bieber says everything fell into place for the $1 billion sale of her brand, Rhode, to E.l.f. Beauty.
The acquisition went into motion just three years after Bieber launched the skincare brand. In a conversation with The Wall Street Journal, the 28-year-old was asked how she knew it was the right time to sell.
“I don't think you do know, but I did know that it felt like the right place for it, and it felt like the right home,” Bieber explained. “[It] wasn't something I was even necessarily looking for. I wasn't seeking it out in that way. They made me know that it was the time and they were the right people.”
The deal consists of $800 million in cash and stock, and another $200 million based on Rhode’s performance over the next three years. It’s anticipated that the sale will be completed later this year.
Bieber will continue as founder and will also serve as Rhode’s chief creative officer and head of innovation, where she will oversee creative, product innovation, and marketing. She will also take on the role of strategic advisor to both E.l.f. Beauty and Rhode.
Bieber announced the sale in May on Instagram.
"I am so incredibly excited and proud to announce that we are partnering with E.l.f. Beauty as we step into this next chapter in the world of Rhode," she wrote at the time.
"I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do, and will help us continue to grow the brand. I feel invigorated, excited, and more ready than ever."
Rhode earned $212 million in net sales during its last fiscal year, which ended in March 2025.