Hailey Bieber’s Rhode Acquired by e.l.f. Beauty in $1 Billion Deal: Justin Reacts with Love and Pride

Last Updated:May 29, 2025, 12:31 IST

Hailey Bieber’s skincare brand Rhode has been acquired by e.l.f. Beauty in a $1 billion deal, marking a major milestone in her entrepreneurial journey.

Hailey Bieber just reached a major career milestone—her skincare brand Rhode has been acquired by e.l.f. Beauty in a landmark $1 billion deal. The 28-year-old entrepreneur, model, and new mom took to Instagram on May 28 to share the news with her fans, calling the moment “incredibly exciting” and a powerful step forward for the brand she launched in 2022.

Hailey’s Message to Her Fans and Team

In her Instagram announcement, Hailey reflected on the journey of building Rhode from the ground up. “When I launched Rhode in 2022, I always had big dreams for the company,” she wrote. “The most important thing to me is to keep bringing Rhode to more spaces, places, and faces globally.”

She expressed her enthusiasm about the partnership with e.l.f. Beauty, describing them as a “like-minded disruptor” with shared values around innovation and bold vision. As part of the acquisition, Hailey will continue to lead creatively as Chief Creative Officer and Head of Innovation at Rhode, while also serving as a strategic advisor to e.l.f. Beauty.

She ended her message with a heartfelt thank you to her team and fans: “To our Rhode community—thank you for being the most supportive and for being on this journey; this next chapter is going to be even more incredible together! As I’ve said, this is only the beginning.”

Justin’s Sweet Reaction

Justin Bieber didn’t hold back his affection following Hailey’s big announcement. On May 29, the singer posted a loving tribute on Instagram, sharing one of Hailey’s official Rhode announcement pictures alongside a screenshot of her caption.

But it didn’t stop there—Justin followed up with a few adorable, PDA-filled snaps of the couple. In one, he lovingly wraps his arms around a beaming Hailey. In another, he plants a sweet kiss on her cheek. A third image features Justin on a golf course, possibly celebrating the milestone in his own laid-back way.

About Rhode

Founded in 2022, Rhode is known for its minimalist and effective skincare lineup, including products like peptide lip treatments, cleansers, and moisturizers. With a clean aesthetic and a focus on barrier-boosting ingredients, Rhode has built a loyal following and quickly became a breakout star in the beauty world.

Hailey Bieber

Hailey Bieber (née Baldwin) is an American model, beauty mogul, and social media personality. Born on November 22, 1996, in Tucson, Arizona, she is the daughter of actor Stephen Baldwin and graphic designer Kennya Deodato Baldwin, and a member of the famous Baldwin acting family. Hailey married Justin Bieber in 2018, and in August 2024, the couple welcomed their first child, Jack Blues Bieber.

This billion-dollar acquisition cements Hailey’s place not just in the fashion and beauty industries, but also in the world of high-stakes entrepreneurship—proving that Rhode was never just a celebrity brand, but a global business with staying power.

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