Hailey Bieber’s Rhode Skincare has taken the beauty world by storm, and the latest news solidifies its position as a major player: Rhode has been acquired by e.l.f. Beauty in a deal reported to be worth a staggering US$1 billion. This landmark acquisition, announced in May 2025, catapults Hailey into a new stratosphere of entrepreneurial success and significantly reshapes her own net worth. But how exactly did this happen, and what does it mean for the future of Rhode and Hailey Bieber herself?
This hub will explore the fascinating journey of Rhode Skincare, from its viral “glazed donut skin” beginnings to its billion-dollar acquisition. We’ll delve into the details of the deal, examine Hailey’s role in the brand’s success, and analyze what this all means for her net worth, potentially placing her among the billionaire ranks.
How Rhode Became a Beauty Phenomenon: Glazed Skin and Viral TikToks
Launched in June 2022 with a curated collection of essential skincare products, Rhode quickly captured the attention of beauty enthusiasts. Its focus on achieving the coveted “glazed donut skin” look resonated with a generation keen on dewy, radiant complexions. The brand harnessed the power of TikTok, becoming a viral sensation and generating massive buzz.
The initial impact was astounding. Rhode reportedly crossed eight-figure revenue in its first 11 days, demonstrating the immediate demand for its products. This proves the power of connecting with your audience, especially on a site like TikTok.
Unpacking the Billion-Dollar Deal: Rhode Skincare Acquired by e.l.f. Beauty
The acquisition by e.l.f. Beauty is a strategic move that benefits both brands. The deal, valued at US$1 billion, includes US$600 million in cash, US$200 million in e.l.f. stock, and a potential US$200 million in earnouts based on the brand’s future performance. This structure ensures Hailey is incentivized to continue driving Rhode’s success.
Importantly, Hailey Bieber will remain deeply involved with Rhode, taking on the role of Chief Creative Officer and Head of Innovation. She’ll also serve as a strategic advisor to e.l.f. Beauty, ensuring the brand’s vision remains consistent.
Hailey Bieber’s Net Worth: From Model to Beauty Mogul
Before the acquisition, Celebrity Net Worth “conservatively” estimated Hailey Bieber’s net worth at US$300 million as of May 2025. Crucially, this figure includes earnings from the Rhode deal. It’s important to understand the breakdown of this number, particularly the impact of the recent sale.
Prior to taxes, her payout from the Rhode sale could range from US$500 million to US$700 million, depending on her equity stake, estimated between 50% and 70%. After accounting for estimated California and federal taxes (around 38.1% on long-term capital gains), her take from the sale is projected to fall between US$309 million and US$433 million.
Even without the earnout from the upfront payment of $800 million, her take would range from $247 million to $346 million. In all likelihood, she is richer than her husband, Justin Bieber, whose net worth is estimated between US$200 million and US$300 million.
e.l.f. Beauty’s Playbook: Why Rhode is a Perfect Fit
The acquisition of Rhode is a strategic win for e.l.f. Beauty. It provides the company with a fast-growing, Gen Z-focused brand that aligns with its overall mission of making high-quality beauty accessible. Rhode’s direct-to-consumer model and strong social media presence perfectly complement e.l.f.’s existing strengths.
This move also helps e.l.f. reduce its reliance on China-based manufacturing and allows the company to move upmarket, expanding its product offerings and reaching a wider audience.
The Future of Rhode: Sephora, UK Expansion, and Beyond
With e.l.f. Beauty’s backing, Rhode is poised for even greater success. The brand launched in Sephora (US & Canada) in May 2025, coinciding with the acquisition. A UK expansion is also planned, further solidifying Rhode’s global presence.
These strategic moves, combined with Hailey Bieber’s continued leadership and the brand’s proven ability to resonate with consumers, suggest a bright future for Rhode Skincare.
Looking ahead, the partnership between Hailey Bieber and e.l.f. Beauty promises even more exciting developments in the beauty landscape. Rhode’s commitment to quality, combined with e.l.f.’s resources and distribution network, is a powerful formula for continued growth and innovation. We can expect to see further product innovation, expanded market reach, and even more influence from Rhode in shaping beauty trends for years to come.