29.05.2025 10:01
Hailey Bieber's cosmetics brand, rhode, which she founded and quickly achieved global success with, has joined e.l.f. Cosmetics in a massive deal worth $1 billion. Bieber will continue to lead the brand and will take on a strategic advisory role.
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A major acquisition in the beauty world! rhode, founded by Hailey Bieber in 2022 and quickly transformed into a global cosmetics brand, has been acquired by the U.S.-based cosmetics giant e.l.f. Cosmetics in a deal worth $1 billion.
CHASING HER DREAMS
The 28-year-old model and entrepreneur Hailey Bieber announced the news on her Instagram account on Wednesday, May 28. In her statement, she said, "My biggest dream when I started the rhode brand was to reach more people around the world. Now this dream is coming true. I feel more excited and ready than ever. I am grateful to the rhode community and my team. This new era will be even more incredible for all of us!" Hailey also announced that she will continue her active role at rhode after the acquisition and will be involved in the brand's management, as well as serving as a strategic advisor for e.l.f. Beauty.
SUPPORT FROM HER HUSBAND
Hailey's husband, Justin Bieber, celebrated his wife's great achievement by sharing the announcement visual on Instagram. Showing his support without comment, Justin received applause from his followers.
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