Hailey Bieber is nearing billionaire status following the sale of her skincare brand, Rhode, to e.l.f. Beauty in a deal valued at up to $1 billion. Founded in 2022, Rhode quickly became known for its minimalist skincare offerings, with viral hits like peptide lip treatments and blushes. As of March, the brand reported over $200 million in net sales.
Although Rhode was on an upward trajectory, the timing of the sale raised questions among fans, who speculated that Hailey may have acted in response to her husband Justin Bieber’s widely reported financial struggles. Some industry observers believe she could have expanded the brand further and sold it later at a higher valuation. However, e.l.f. Beauty CEO Tarang Amin praised Hailey’s long-term vision, stating she prioritized sustainable brand growth over immediate profit.
The acquisition terms include $800 million in cash and stock upfront, with an additional $200 million contingent on Rhode's performance over the next three years. Comparisons have been drawn to other celebrity brands, such as Selena Gomez’s Rare Beauty, now valued at $2 billion.
Reports suggest that Justin Bieber has faced financial pressure following the abrupt cancellation of his 2022 "Justice" world tour. He allegedly owes over $8 million to former manager Scooter Braun and up to $24 million to Hybe Corporation, which reportedly stepped in to cover tour-related debts after Bieber received a $40 million advance from promoter AEG. Though Bieber agreed to repay the amount over ten years, reports indicate he stopped after the first payment.
Justin in so much debt he made her sell Rhode https://t.co/geSIzBOYMI
— Jawn (@jawnisaza) May 30, 2025
SHE FOR SURE SOLD RHODE TO PAY JUSTIN’S DEBT TO SCOOTER https://t.co/qiOpevp94Z
— carmen 💫 (@G00DF0RYOU) May 29, 2025
While fans speculate that Hailey’s sale of Rhode may have been influenced by Justin’s financial woes, it may also reflect her strategic business acumen. A recent NielsenIQ report shows celebrity beauty brands generated over $1 billion in sales last year, placing Rhode within a booming market. Hailey’s financial standing, now estimated between $300 million and nearly $1 billion, may now eclipse that of her husband, positioning her among the ranks of celebrity entrepreneurs like Taylor Swift, Kim Kardashian, and Rihanna.
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