Hailey Bieber is no longer just a celebrity beauty founder—she’s a billion-dollar businesswoman. In a headline-making move, her skincare brand Rhode has been acquired by e.l.f. Beauty for a jaw-dropping $1 billion. But don’t mistake this for an exit. Instead, it’s a bold new chapter—one where Bieber keeps her creative seat at the table and takes Rhode global.

Launched in 2022, Rhode broke all the rules of traditional beauty launches. With only 10 products and a direct-to-consumer model, the brand quickly became a viral sensation, racking up $212 million in revenue in under three years. That kind of growth isn’t just rare—it’s practically unheard of. “In 34 years, I’ve never seen a brand scale this fast,” admitted e.l.f. Beauty CEO Tarang Amin.

Under the deal, e.l.f. will pay $800 million upfront—$600 million in cash and $200 million in stock—plus a potential $200 million earnout based on performance. For a brand so young, the numbers are extraordinary. But then again, Rhode isn’t your typical beauty company. Fueled by Bieber’s personal brand and smart, minimalistic products, it has built a fiercely loyal following and impressive brand awareness, especially among Gen Z.

And Bieber isn’t handing over the reins. She’ll take on an expanded role as Chief Creative Officer and Head of Innovation for Rhode, while also serving as a strategic advisor to e.l.f. Beauty. It’s the best of both worlds: creative freedom paired with the power of a global beauty giant. The timing couldn’t be better. Rhode is set to debut in Sephora stores across North America and the UK this fall—its first major leap from online to in-store. For e.l.f., the acquisition is a smart entry into the prestige skincare space, while Rhode gains the infrastructure and resources to scale fast.

This isn’t just a business move. It’s a case study in what happens when authenticity, strategy, and star power collide. And it’s likely to inspire a wave of celebrity brand deals in its wake. With Rhode, Bieber proved she’s more than a face on a campaign—she’s a force in modern beauty.

One thing is clear: this isn’t the end of the Rhode story. It’s just getting started.