Elf Have Acquired Hailey Bieber's Brand Rhode For $1 billion

Yesterday, there was beauty news that broke the internet: e.l.f. Beauty is officially acquiring Hailey Bieber's beauty brand Rhode - via a jaw-dropping $1 billion deal. Yes, one billion. Within beauty circles there's long been whispers of Rhode's industry-shaking potential. Hailey's impressive influence as a tastemaker across skincare and make-up had catapulted Rhode into cult status practically overnight - it was only founded in 2022, after all. Our beauty writer, Sameeha Shaikh, has tried each and every Rhode product, and confirms it's a brand worth its salt - she swears by its efficacious formulas and Insta-feed-worthy packaging. And who could forget the lip balm phone case that reached viral status?
For beauty giant e.l.f. Beauty? The move to acquire Rhode makes perfect sense. e.l.f already owns Keys Soulcare and Naturium, and of course, their eponymous e.l.f. Cosmetics which is known for its affordability. The cultural clout of Rhode combined with e.l.f's impressive business acumen? A beauty match made in heaven.
Hailey Bieber attends the Rhode UK launch party
Of the acquisition, Bieber took to Instagram to issue a statement:
'I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally. So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode. I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand. I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty. Thank you to the amazing rhode team who have helped me build over the years. I couldn't have done it without all of you. And to our rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together!'
Bieber's plans to remain at the heart of Rhode are clear, with fellow make-up maven Gucci Westman among the first to share her congratulations. What's next for Rhode? Watch this space...
Has Rhode Been Sold To ELF?
Yes, on the 28th of May 2025 it was announced that e.l.f. had acquired Hailey Bieber's Rhode for 3 billion dollars.
Does Hailey Bieber still own Rhode?
While e.l.f now own Rhode, Hailey will take on the position of Chief Creative Officer and Head of Innovation.
Is Hailey Bieber the CEO of Rhode?
e.l.f. Beauty Chairman and CEO Tarang Amin is likely to be Rhode's official CEO now, while Hailey Bieber will continue as founder. She will also take on the position of Chief Creative Officer and Head of Innovation.
Rachael Martin is Grazia's Beauty Editor. Originally from Northern Ireland, she studied English Literature at Queen's University Belfast, before moving to London to pursue a career in magazine journalism. After interning at Stylist and Harper's Bazaar she dipped her toes into the world of beauty writing and never looked back. Follow her on Instagram @rachael.alice.martin
Main image credit: Instagram @HaileyBieber

Try Our AI Features

Explore what Daily8 AI can do for you:

Learn with AIFact CheckingText to SpeechAI Summary

Related Articles

Daily Mail​

3 hours ago

• Daily Mail​

Hailey Bieber stuns in a satin green mini as she puts her wedding ring back ON after she was pictured without it amid fears for her marriage

Hailey Bieber stepped out in full glam for an evening in New York City on Saturday - with her wedding ring firmly back on. The American model, 28, gave mixed messages on Friday when she was spotted without a ring on her wedding finger amid fears for her and Justin's marriage. But she was later seen sporting her enormous diamond ring the day after. The reversal comes after a reported blow-out fight between the couple on the previous Sunday - Father's Day - when Hailey allegedly called her husband a 'f***ing child.' After stirring up more concerns over their marriage with her ring-free look in photos obtained by TMZ, the doting mum-of-one was seen in a glamorous look when she enjoyed a solo date night in the Big Apple. From A-list scandals and red carpet mishaps to exclusive pictures and viral moments, subscribe to the DailyMail's new Showbiz newsletter to stay in the loop. Hailey turned heads in a bright green satin mini dress and kitten heels, showing off her toned physique. She looked bronzed and unbothered as she got out of a car. The Rhode founder hid from the hustle and bustle with a pair of sunglasses. She looked carefree as she wandered around the city accompanied by her bodyguard. Despite her pristine appearance, fans have been concerned for the couple after Justin's Father's Day reportedly ended in a bitter showdown after he spent the day posting bizarre messages on Instagram. The singer, 31, failed to share any tribute to his wife or their nine-month-old son Jack Blues Bieber on the day, aside from seemingly referring to Hailey as a 'lil ho.' Instead he shared a barrage of bizarre pictures and messages on his social media, including private messages in which he admitted to being 'traumatised' before cutting out a friend for struggling to accept his 'anger.' According to an insider who spoke to, Hailey was 'beyond furious' and branded her husband a 'f***ing child' as she begged him to seek professional help rather than sharing rambling messages online. Justin also shared a personal statement referring to himself as 'broken' and spoke about how he struggles with anger, healing and self-worth. In one of the posts he showed off two Prada backpacks, a MacBook and a gold and diamond–covered Audemars Piguet watch, which may have been gifts from Hailey. Back in May, the Peaches singer had a concerning outburst on Mother's Day when Hailey was celebrating the holiday as a mom for the first time. An insider told the Sun that this latest outburst, which comes months after Justin was pictured at a strip club, has rocked the couple. A source told the publication: 'The post really set her off — she told him it was one of the dumbest things he's ever done like 'feeding raw meat to a pack of lions who want to eat you alive.' Regardless of not posting a tribute on Father's Day, it appeared Hailey spent the day with the new dad as she reposted one of his snapshots of her and their son together but did not make any mention of Justin and did not wish him a happy Father's Day on social media.

Daily Mail​

14 hours ago

• Daily Mail​

Justin Bieber's wife Hailey flies solo in NYC after ditching wedding ring amid fears for their marriage

shocked her fans on Friday when she was spotted out in New York City with a bare ring finger. But the 28-year-old wife of Justin Bieber gave mixed messages on Saturday when she was spotted again sporting her enormous diamond ring. The reversal comes after a reported blow-out fight between the couple on the previous Sunday — Father's Day — when Hailey allegedly called her husband a 'f***ing child.' After stirring up more fears for their marriage with her ring-free look in photos obtained by TMZ, Hailey instead showcased her summer style when her ring reappeared on her Saturday outing in the Big Apple. The brunette beauty — who recently unfollowed her perceived nemesis Selena Gomez on social media — looked fresh as a daisy while stepping out in the SoHo area. The Rhode Skin founder flaunted her long, toned limbs in a tight-fitting black sleeveless T-shirt and white-and-black polka dot leggings. She completed the look with black mule sandals and a black bag, accessorizing with only a pair of dark sunglasses, a gold watch and her large diamond wedding ring. The runway veteran's brunette hair was styled straight, and she wore natural-looking makeup. Despite her pristine appearance, fans have been concerned for the couple after Justin's Father's Day reportedly ended in a bitter showdown after he spent the day posting bizarre messages on Instagram. The singer, 31, failed to share any tribute to his wife or their nine-month-old son Jack Blues Bieber on the day, aside from seemingly referring to Hailey as a 'lil ho.' Instead he shared a barrage of bizarre pictures and messages on his social media, including private messages in which he admitted to being 'traumatized' before cutting out a friend for struggling to accept his 'anger.' According to an insider who spoke to The Sun, Hailey was 'beyond furious' and branded her husband a 'f***ing child' as she begged him to seek professional help rather than sharing rambling messages online. Justin also shared a personal statement referring to himself as 'broken' and spoke about how he struggles with anger, healing and self-worth. In one of the posts he showed off two Prada backpacks, a MacBook and a gold and diamond–covered Audemars Piguet watch, which may have been gifts from Hailey. Justin referenced Father's Day and wrote in one post, 'Happy daddies day to me u lil ho.' In response, Hailey took a savage swipe at her husband following his brutal remark towards her on Mother's Day in which he declared 'Mother's Day sucks a**.' Returning the remark, Hailey wrote: 'Father's Day sucks a**.' Back in May, the Peaches singer had a concerning outburst on Mother's Day when Hailey was celebrating the holiday as a mom for the first time. An insider told the Sun that this latest outburst, which comes months after Justin was pictured at a strip club, has rocked the couple. A source told the publication: 'The post really set her off — she told him it was one of the dumbest things he's ever done like 'feeding raw meat to a pack of lions who want to eat you alive.' The mother of one is apparently desperate for him to go to therapy for his issues, with the insider saying: 'She's been telling him for a while to get help — see a therapist, talk to someone who can help him manage his anger and mood swings. Hailey didn't want him to post that message' They added: 'She's fed up with his childish behaviour and the constant negativity he brings onto himself. She told him to stop being a 'f***ing child' and to finally start listening to the people who care about him.' During the day, Justin shared around 20 posts with the middle finger emoji as the caption, including several with his son. 'I'm a dad that's not to be f***ed with,' he wrote with a weary-eyed selfie on Sunday. He did share several selfies of himself seemingly celebrating the day as he shared a snap of him posing with a hibachi chef and a photo of Hailey sitting at a grand piano with Jack in his lap. Regardless of not posting a tribute, it appeared Hailey spent the day with the new dad as she reposted one of his snapshots of her and their son together but did not make any mention of Justin and did not wish him a happy Father's Day on social media. The conflict comes after a prominent LA-based divorce attorney exclusively shared with that Justin could end up with half of Hailey Bieber's payout for her billion-dollar cosmetics empire if they should divorce. However, she is not likely to gain much from the massive sale of his song catalog. Hailey has lately has been celebrating the third successful year of her beauty company. She and her co-founders recently sold the company to e.l.f. Beauty for $1 billion, although she remains the face of the company, and will serve as Chief Creative Officer and Head of Innovation. The singer posted this on Saturday. 'Why you so angry?' a fan asked. 'Go play with your child. You're a father now. Grow up, Justin.' Another suggested 'THERAPY!!!!!' Just one day after the announcement, Selena Gomez's cosmetics company Rare Beauty posted two snaps of its founder and simply captioned them with, 'Still here.' One of the images showed the Bad Liar songstress blowing a kiss towards the camera, while another featured her staring into the lens with a sultry look on her face. Many fans became convinced that Selena was subtly poking fun at Hailey's sale with the post, and they were not amused. Hailey's supporters quickly flooded the replies of the post with angry messages. 'It seems like Hailey is always on her mind. Pathetic,' one outraged user wrote. 'The way she's actually shady as hell,' added another. As a result, the two have now unfollowed each other on social media after trying to put an end to their alleged feud, created after Bieber married Gomez's ex-boyfriend, Justin Bieber, in 2018. The couple are now the parents of a nearly one-year-old son, Jack. Justin Bieber's recent series of cryptic and often angry online posts have caused some concern among his fans and lead to speculation that his nearly seven-year marriage is being strained. After posting a photo of himself next to four angry emojis on Saturday, followers once again reached out to the troubled singer. 'WE GOT YO BACK BROTHER,' wrote one fan. However, others seemed to be encouraging the Grammy winner to get a grip on himself. 'Why you so angry? Go play with your child. You're a father now. Grow up, Justin,' advised one fan. 'Explain why you feel sorry for a millionaire who created the world he is in? Grow up, get off drugs take control of your life you have a kid to raise. It's not about you anymore….,' wrote another. 'Anger is always the sister of deep sadness »… Hope you'll find a way to free yourself from it,' admonished a fan, while another suggested he go to 'THERAPY!!!!!'

Scottish Sun

21 hours ago

• Scottish Sun

Justin Bieber sparks concern with cryptic ‘manipulation' & ‘flirting' posts hours after Hailey ditches wedding ring

Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) JUSTIN Bieber has sparked alarm among fans after sharing a cryptic post about "manipulation and flirting" after his wife Hailey ditched her wedding ring. The Canadian pop star, 31, posted a video on social media which sees an unknown man miming along to a very aggressive rant. Sign up for the Entertainment newsletter Sign up 7 Justin Bieber has sparked concern with a message about 'manipulation' and 'flirting' Credit: Getty 7 The cryptic post comes after his wife Hailey ditched her wedding ring Credit: BackGrid 7 The model has been spotted without her ring on more than on occasion Credit: BackGrid It is not clear who Justin is aiming the clip at but he has shared it to his Instagram Stories in the wake of Hailey taking off her wedding ring. In the footage, the man fumes, "How about you take your manipulation tactics and your b****-ass flirting and all you fake-ass time-wasting and shove it right up your mama's throat! "Now what?!" The video was among a slew of clips Justin has shared to his Instagram Stories. Another shows a different man saying, "I want to remind you that not everybody hates you. Just a lot of people do. "A lot of people despise you. A lot of people really hate you. "But not everybody hates you. People in Tasmania don't hate you. But that's just because they don't know you." Taking to his main IG grid, Justin posted a grainy close-up selfie of his face, with only his diamond nose stud and chunky earring on show. The singer captioned it, "Yall think the business is a joke. But your drunk 🤬." Fans have been quick to reply, with many asking Justin if he is okay. One follower said, "Old enough to be his mom. I see a young man struggling." Another added, "Don't you give up 🙏." A third wrote, "What are these posts Justin, are you okay bro?" And someone else penned, "I never thought this day would come, but unfortunately Hailey no longer wears her wedding ring. It's so sad to see a family falling apart." NO RING This week, Hailey was seen without her wedding ring on separate occasions while in New York City. As divorce rumors reach fever pitch following Justin's recent bizarre behavior, Hailey did very little to hide her bare finger. Stepping out for breakfast at The Commerce Inn in the West Village, Hailey put her left hand on display and the ring was missing. Later that evening, the Rhode Beauty founder's $500,000 ring was also noticeably absent when she headed to Chez Fifi on the Upper East Side with fellow models Camila Morrone and Suki Waterhouse. The beauty billionaire deliberately made sure her bare ring finger was visible to photographers for the entire duration of both of her outings. Meanwhile, sources have said mom-of-one Hailey has "grown tired of looking after two children". A source told RadarOnline that she has "reached her limit" and is now focusing on the couple's baby son Jack Blues, 10 months, and her career. The insider told the publication: "Hailey has reached her limit. She's been covering for Justin for years, but now she's focused on her own life — her career, her son, and her sanity." Discussions of Justin being placed in a conservatorship by Hailey have now been raised following his increasingly concerning behavior. A legal expert detailed to The U.S. Sun how Hailey would have to prove three points to carry out what has been called a "nuclear" option. 7 Justin has also posted a grainy selfie and told fans 'they're drunk' Credit: Instagram 7 The troubled star is at the centre of divorce rumors Credit: Getty 7 Hailey is said to have 'reached her limit' Credit: Getty