The mannequin, social media star–and spouse of singer Justin Bieber–launched Rhode lower than three years in the past.

On Wednesday afternoon, publicly traded e.l.f. Magnificence introduced that it’s buying Hailey Bieber’s skincare and make-up firm Rhode in a deal that’s doubtlessly price $1 billion, marking one of many largest celeb magnificence acquisitions in recent times.

The deal contains $600 million in money, $200 million price of e.l.f. Magnificence inventory and a possible $200 million in future payouts based mostly on the corporate’s progress over the subsequent three years.

Bieber launched Rhode (which is her center title) in Los Angeles, in the summertime of 2022 out of frustration with the overwhelming variety of skincare merchandise in the marketplace. She created Rhode to chop via the noise with “a really edited and curated, intentional procuring course of for individuals,” she advised Forbes in 2022. The model rapidly went viral thanks partially to Bieber’s celeb (together with practically 55 million Instagram followers). She cofounded Rhode alongside filmmaker and entrepreneur Michael D. Ratner and his spouse, Lauren Ratner, a former advertising and marketing director at Reformation.

Rhode did $212 million in internet gross sales within the yr via March 2025, per e.l.f.’s announcement. Bieber, 27, will stay concerned, preserving her position as chief inventive officer and head of innovation. She’s prone to reap 9 figures (pretax) from the deal, although it’s not clear how a lot of the corporate she owns. The corporate raised an undisclosed quantity of funding from two traders, Angel Capital Administration and Aser Ventures, in July 2024, in response to PitchBook. A spokesperson for Bieber didn’t reply to a request for touch upon her possession stake.

“I’ve been touring around the globe since I used to be 17, working and touring by myself, going to totally different locations and doing totally different shoots, so a variety of flying,” she advised Forbes for a 2022 story. “And that was one thing that made me take into consideration what I’d need in my carry-on bag.”

Bieber, the daughter of actor Stephen Baldwin, rose to fame via her modeling profession and social media presence. She married singer Justin Bieber in 2018 and the couple welcomed their first little one in August.

The corporate, which began with solely three merchandise, has grown to incorporate coloured lip balms and blushes. Final Tuesday, Sephora introduced that Rhode, which sells solely via its web site, would begin promoting in shops within the U.S., Canada and the U.Ok. within the fall.

Over the previous half-dozen years, many celebrities have struck out on their very own with magnificence manufacturers. Selena Gomez launched Uncommon Magnificence in 2020; it did $367 million in 2023 income. Rihanna, Kim Kardashian, Scarlett Johansson and Girl Gaga have all additionally launched manufacturers or firms. Rihanna’s Fenty Magnificence, a three way partnership with French luxurious items conglomerate LVMH, bought its begin in 2017 and is offered in LVMH’s Sephora shops in dozens of nations; her stake within the model made her a billionaire in 2021. In 2020, Kylie Jenner offered 51% of Kylie Cosmetics to publicly traded Coty for $600 million.

The Rhode deal is anticipated to shut between July and September, per e.l.f.’s announcement.

“You don’t know what to anticipate when it’s out on this planet and in individuals’s fingers,” Bieber advised Forbes in 2022. “Did I’ve hopes? For certain, however this has far exceeded my hopes and expectations. I don’t know the way else to say it besides that it simply feels so loopy.”