Justin Bieber's wife, Hailey, accumulates billionaire status amidst financial challenges faced by her husband.
Hailey Bieber's skincare brand, Rhode, has secured a transformative partnership with e.l.f. Beauty in a $1 billion deal, marking a significant milestone for both parties. The fast-growing beauty brand, founded only three years ago, has swiftly risen to prominence among Gen Z consumers, known for its peptide-infused lip balms, glazed-skin serums, and creams.
The deal, announced in May 2025, brings Rhode into e.l.f. Beauty’s diverse portfolio, which already includes esteemed brands such as e.l.f. Cosmetics, e.l.f. Skin, Alicia Keys’s Keys Soulcare, Well People, and Naturium. Rhode's retail presence has also been expanded, with products from the Pocket Blush to Glazing Milk slated to become available across Sephora outlets in the U.S., Canada, and the U.K. by fall 2025.
As for Hailey Bieber, the model will continue as the founder of Rhode, but will also assume the roles of Chief Creative Officer and Head of Innovation. In this expanded capacity, she will oversee the brand’s creative direction, product innovation, and marketing strategies. Additionally, Bieber will serve as a strategic advisor to e.l.f. Beauty and Rhode combined, guiding the brand's global expansion and innovation efforts.
Speaking on the partnership, Bieber expressed a vision of making essential skincare and hybrid makeup products that can be effortlessly incorporated into daily routines. Leveraging e.l.f. Beauty’s resources, Bieber aims to reach a broader global audience with new and innovative offerings.
Rhode's philosophy centers around releasing a "very curated, edited line of essentials," prioritizing quality over quantity. The brand initially launched with three core products—the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment—and has since expanded its range to encompass makeup items like blush and lip liner, maintaining a robust skincare foundation.
The partnership is expected to boost Rhode's growth, making the brand accessible to consumers worldwide and accelerating its innovation pipeline under Bieber’s creative leadership. Despite recent financial struggles faced by Bieber’s husband, the Grammy-winning singer, the couple recognizes and celebrates Hailey’s professional achievements.
Bieber's expanded role within Rhode further underscores her influence on the brand's future trajectory as it embarks on a new phase of global growth with e.l.f. Beauty.
- With the transformative partnership with e.l.f. Beauty, Hailey Bieber's skincare brand, Rhode, aims to reach a broader global audience, making its products available in Sephora outlets worldwide.
- As the founder, Chief Creative Officer, and Head of Innovation at Rhode, Hailey Bieber envisions making essential skincare and hybrid makeup products that seamlessly fit into daily lifestyles.
- Rhode's philosophy is centered on a carefully curated, edited line of essential products, focusing on quality over quantity, as seen in their initial launch with three core skincare products.
- The partnership between Rhode and e.l.f. Beauty is expected to boost Rhode's growth, fostering global expansion, and accelerating the brand's innovation pipeline under Bieber's creative leadership, all while aligning with the broader interests of fashion-and-beauty-conscious consumers, celebrities, and those engaged in pop-culture.
