Rhode Beauty

Jewel Harris

Bark! Voice of the Bulldogs

Staff Writer

Model and business owner, Hailey Bieber, has officially sold her skincare brand, Rhode Beauty, to e.l.f. Beauty in a deal worth about $1 billion. Even though she sold the company, Bieber will continue to help lead the brand as the Founder and Creative Director, working on new products and ideas for the future.

Hailey started Rhode in 2022 with the goal of creating simple, clean, and affordable skincare that makes people feel confident in their natural skin. The brand became a huge hit online, especially on TikTok, where products like the Peptide Lip Treatment and Glazing Milk went viral and sold out multiple times. In only a few years, Rhode made over $200 million in sales, showing how strong Bieber’s vision and fan support really were.

Now, Rhode is ready to reach even more people. Thanks to the new partnership with e.l.f. Beauty, the brand will soon be sold in Sephora stores across the U.S. and Canada later this year, and international launches are already being planned. In a recent statement, Bieber said she’s proud to “bring Rhode to more faces and places around the world.”

Beauty experts say this deal will help e.l.f. move into the high-end skincare market while helping Rhode grow faster than ever. Fans hope the brand will keep its simple and honest style that made it special from the start. For Hailey Bieber, this isn’t the end, it’s just the next big step in Rhode’s journey.