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Hailey Bieber’s Rhode beauty brand is no longer up for sale: e.l.f. Beauty completed its acquisition on August 5, 2025. The deal was valued at up to $1 billion, but only $800 million was payable at closing; the remaining $200 million is potential earnout consideration tied to future brand growth.
Did Hailey Bieber sell Rhode to e.l.f. Beauty?
Yes. e.l.f. Beauty announced a definitive agreement to acquire Rhode on May 28, 2025, and later reported that the acquisition closed on August 5, 2025. The headline phrase “looks to sell” is therefore outdated. Rhode is a beauty brand founded by Bieber; the transaction was an acquisition of the company, not simply a sale of a makeup line.
In its May 28 announcement, e.l.f. described Rhode as a fast-growing, multi-category lifestyle beauty brand known for high-performance, skin-focused products. Bieber described her vision in the announcement: “From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day.”
How much was the Rhode deal worth?
The announced maximum value was $1 billion, structured as $800 million payable at closing and up to $200 million in potential earnout consideration tied to Rhode’s growth over three years. The earnout is contingent, so it should not be treated as guaranteed payment or cash already received.
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- HIGH-PIGMENT LIQUID BLUSH: Build and blend a dewy pop of color with e.l.f. Cosmetics Camo Liquid Blush. The pigment-packed formula gives cheeks a long-lasting flush that’s flattering as e.l.f.
- CREATES A SOFT FINISH: The lightweight liquid blush formula effortlessly blends out to a soft finish on your face.
- BLENDABLE & BUILDABLE FORMULA: Camo Liquid Blush is blendable and buildable to create the look you want.
- EFFORTLESS APPLICATION: The rounded, grooved applicator applies the perfect amount of blush every time. Apply with e.l.f.’s Liquid Blush Brush to help you blend like a pro. Pair with highlighter for glow.
- VEGAN & CRUELTY-FREE: 100% vegan, e.l.f. is double-certified cruelty-free by Leaping Bunny & PETA.
| Deal component | Amount | What it means |
|---|---|---|
| Closing consideration | $800 million | Payable at closing; the SEC filing breaks this into $600 million in cash and approximately $200 million in e.l.f. stock. |
| Potential earnout | Up to $200 million | Additional contingent consideration tied to future brand growth over three years; not guaranteed. |
| Maximum stated deal value | Up to $1 billion | The combination of closing consideration and the full potential earnout, rather than a guaranteed closing payment. |
The terms were disclosed in e.l.f.’s announcement; the cash-and-stock breakdown appears in the SEC filing.
How much money did Hailey Bieber personally receive?
The deal’s headline value does not establish Bieber’s personal proceeds. The available transaction figures describe consideration for the acquisition of Rhode; they do not specify the amount paid to each owner. It would be inaccurate to equate the company’s stated deal value with Bieber’s individual payout.
Rank #2
- CREATES A FLAWLESS LOOK: These blending sponges help apply makeup flawlessly for professionally even and smooth-looking skin.Great for creating a full coverage base, contouring or layering color
- FOR EVERY DAY USE: These durable sponges are washable and reusable, and perfect for use with all makeup formulations
- COMFORTABLE GRIP: The comfort curve of these sponges fits perfectly in the hand and is great for controlled application
- HOW TO USE: Dip the sponge into foundation or concealer and apply with a stippling motion. Use the rounded end for large areas and the tapered end for precise spots like the nose, mouth, and eyes
- VEGAN & CRUELTY-FREE: e.l.f. stands with every eye, lip, face, paw and fin. Proudly vegan, e.l.f. is double-certified cruelty-free by Leaping Bunny & PETA.
What does Rhode sell, and how big was the business?
Rhode began as a skincare line and expanded into hybrid makeup, including blushes, colored lip balms, and lip liners, according to the Associated Press. The AP reported that Rhode had $212 million in net sales during the 12 months ended March 31, 2025. That is sales for a specified 12-month period—not profit and not a calendar-year total.
The AP also reported at the time of the acquisition that Bieber would serve as Rhode’s chief creative officer and head of innovation and act as a strategic adviser to the combined companies. Those were announced roles at the time, not confirmation of her present-day positions.
Quick Recap
Best Value
- SCULPTED FOR PERFECTION: This multi-angled sponge hugs every curve of your face, delivering smooth, streak-free coverage and precision where you need it most.
- SOFT, LATEX-FREE LUXURY: Crafted from plush, latex-free foam, it feels as good as it performs—gentle on skin, powerful in payoff.
- VERSATILE DESIGN: Designed to work with liquids, creams, and powders, it blends everything from foundation to highlighter with ease, wet or dry.
- HOW TO USE: Use the angled side to apply and the rounded edge to blend. Finish with the precision tip to conceal and perfect.
- VEGAN & CRUELTY-FREE: e.l.f. stands with every eye, lip, face, paw and fin. Proudly vegan, e.l.f. is double-certified cruelty-free by Leaping Bunny & PETA.
Rank #4
- MULTI-USE MAKEUP SPONGES: Add some bounce into your beauty routine with this complete blending sponge set. The ultimate value set includes 3 of our best-selling makeup sponges to apply powder, liquid, or cream face makeup products for a pro-worthy finish.
- GREAT FOR HARD-TO-TARGET AREAS: The unique shapes and sizes of these sponges allow you to easily blend and apply your makeup in even hard-to-target areas.
- SPONGES FOR CONCEALER & FOUNDATION: Includes the e.l.f. Total Face Sponge, which delivers an all-over, streak-free foundation application, and the Camo Concealer Sponge, which allows for targeted concealer application around the eyes and over blemishes.
- CONTOURING SPONGE: Includes the Contour Pyramid Sponge, a pyramid-shaped sponge ideal for baking, contouring, and setting under-eye makeup.
- SKIN-LOVING INGREDIENTS: All e.l.f. products are made from skin-loving ingredients you want, minus the toxins you don’t—all at good-for-you prices. All e.l.f. products are 100% cruelty-free and Vegan.
Rank #3
- MAGIC CONTOUR WAND: Give your complexion stunning definition with this magic contour wand. With an easy-to-use cushion tip applicator, this sculpting tool lets you contour like a pro! Allure Best of Beauty 2023 Winner
- CREATES RADIANT, NATURAL-LOOKING DEFINITION: The lightweight liquid formula is infused with hydrating squalane to add natural-looking definition and a glint of radiance.
- BUILDABLE & BLENDABLE FORMULA: Buildable contour formula effortlessly blends into skin.
- CUSHION-TIP APPLICATOR: Gently squeeze wand and use the cushion-tip applicator to apply to your hairline, temples, sides of your nose, hollows of your cheeks, and jawline, then blend in color with a bronzer brush for a naturally sculpted look.
- VEGAN & CRUELTY-FREE: e.l.f. stands with every eye, lip, face, paw and fin. Proudly vegan, e.l.f. is double-certified cruelty-free by Leaping Bunny & PETA.
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