In a significant milestone for the beauty industry, Hailey Bieber’s brand, rhode, has been acquired by e.l.f. Beauty in a staggering $1 billion deal. This major announcement has sparked celebrations and heartfelt reactions, particularly from Hailey's husband, Justin Bieber.

On May 28, Hailey Bieber took to Instagram to share the news, expressing her gratitude and excitement about the new chapter for her brand. She reflected on launching rhode in 2022 and her big dreams for the company, emphasizing her commitment to bringing high-quality, innovative products to more people. Hailey is enthusiastic about partnering with e.l.f. Beauty, a company that shares her vision of disruption and innovation in the beauty sector. As part of the deal, Hailey will assume the roles of Chief Creative Officer and Head of Innovation for rhode, as well as serve as a strategic advisor to e.l.f. Beauty[2].

Justin Bieber, never one to miss an opportunity to show his support, proudly shared Hailey’s announcement on his own Instagram profile. He posted a screenshot of her original post, complete with her heartfelt caption, and included a carousel of images. Although he chose not to add any personal remarks, his actions spoke volumes about his pride and admiration for his wife’s achievement[2].

The $1 billion deal, which includes $800 million payable at closing in a combination of cash and stock, along with a potential earnout consideration of $200 million based on the brand’s future growth over three years, marks a significant expansion for both brands. e.l.f. Beauty’s Chairman and CEO, Tarang Amin, praised rhode as a "like-minded disruptor" that aligns perfectly with e.l.f. Beauty’s vision of creating a different kind of company focused on innovation and accessibility[1].

Hailey’s emotional response to the deal was evident in her Instagram comments, where she expressed her feelings with a simple "🥹❤️." Her enthusiasm for this new phase is palpable, and she has thanked her supportive rhode team and community, indicating that this is just the beginning of an exciting new chapter for the brand[2].

This acquisition not only highlights the rapid growth and success of rhode but also underscores the strong support and unity within the Bieber family. As Hailey and rhode embark on this new journey with e.l.f. Beauty, it is clear that the future holds immense promise and potential for continued innovation and expansion in the beauty industry.