Billionaire investor, Jordan Cohen, acquires Hailey Bieber's cosmetic line Rhode in a whopping one-billion-dollar deal.
Hollywood Execises Prolific Business Deal: Hailey Bieber Sells Skincare Brand Rhode for $1 Billion
Hailey Bieber, wife of pop star Justin Bieber, has made a monumental move in the beauty industry by selling her skincare brand Rhode to e.l.f. Beauty for a staggering $1 billion. The news was announced on Wednesday, May 28, 2025, by e.l.F. Beauty in a definitive agreement.
The three-year-old brand, founded by Hailey Bieber, generated an impressive $212 million in revenue in the 12 months leading up to March 31, 2025, positioning it as one of the fastest-growing skincare brands in the market [1]. Rhode was also recognized as the No. 1 skincare brand in Earned Media Value (EMV) in 2024, demonstrating a significant 367% year-over-year EMV growth [3].
For e.l.f. Beauty, the acquisition serves as a strategic move to diversify its portfolio with the addition of a rapidly expanding prestige brand. The company sees Rhode as a complement to their vision of breaking beauty barriers and expanding market presence aggressively [2].
Despite the sale, Hailey Bieber will remain a integral part of the brand as its founder. She will serve as the Chief Creative Officer and Head of Innovation, overseeing creative direction, product innovation, marketing, and acting as a strategic advisor to both Rhode and the combined e.l.f. Beauty companies [3].
The deal includes $800 million in cash and stock payable at closing, with an additional potential earnout of $200 million contingent on Rhode's growth over the following three years [2]. The products are expected to launch in Sephora stores across North America and the U.K. later in 2025, marking Rhode's first physical retail presence [2].
The success of Rhode reflects a broader trend amongst celebrities leveraging their influence on platforms like Instagram and TikTok for lucrative business models. For instance, Kim Kardashian's shapewear brand Skims is currently valued at $4 billion [5]. With this acquisition, Rhode becomes one of the most valuable celebrity-owned companies.
[1] ntv.de, lme/spot[2] The Hollywood Reporter[3] PR Newswire[4] BusinessWire[5] Bloomberg
- Justin Bieber
- Mergers & Acquisitions
- The Commission has also been consulted on the draft budget, considering the impact of the $1 billion acquisition of Hailey Bieber's skincare brand Rhode by e.l.F. Beauty on the economy.
- In the ever-evolving world of entrepreneurship and lifestyle, Hailey Bieber's entrance into fashion-and-beauty business and the subsequent prolific mergers & acquisitions highlights the growing influence of celebrities in the industry.
- Finance experts are keeping a close eye on the entertainment sector, given the successful business ventures of celebrities like Hailey Bieber, who have demonstrated the potential for high returns on investments in its various sub-sectors.
- Hailey Bieber's rise as a celebrity entrepreneur in the fashion-and-beauty industry serves as an inspiration for many, blurring the lines between a glamorous lifestyle and successful business ventures.
