Hailey Bieber’s Billion-Dollar Beauty Move

Pristine Beauty Academy | June 2025

Big news just dropped in the beauty world—Hailey Bieber has officially sold her skincare brand, Rhode, to e.l.f. Beauty in a blockbuster deal valued at up to $1 billion. Yes, you read that right. A brand launched just three years ago has now become one of the most successful celebrity-founded skincare lines in history.

From Startup to Skincare Powerhouse

Launched in 2022, Rhode was built around clean, minimalist skincare products like the cult-favorite Peptide Lip Treatment and Glazing Milk. Bieber’s personal style, marketing savvy, and massive digital presence helped propel Rhode into a $212 million brand by early 2025.

Now, in a strategic move, e.l.f. Beauty—known for its affordable, vegan formulations—has acquired the brand for an upfront payment of $800 million, with an additional $200 million tied to performance milestones. Bieber isn’t walking away either; she’ll remain as Chief Creative Officer and Head of Innovation, ensuring her fingerprints stay on the product line.

Why This Matters to Students and Beauty Pros

At Pristine Beauty Academy, we train the next generation of beauty professionals—but we also nurture entrepreneurs. The Rhode acquisition is a real-world case study of how branding, product quality, influencer marketing, and industry innovation can come together to create serious business success.

Here are a few takeaways for our students:

• Skin care is still booming. This is proof that targeted, effective skincare—especially with a strong story behind it—has massive earning potential.
• Influence + Execution = Results. Bieber didn’t just rely on fame. She launched with a tight product line, a clear aesthetic, and a tone that spoke directly to Gen Z and millennial consumers.
• Big brands are buying. If your dream is to start your own skincare or beauty line, this shows the potential exit strategies available—especially if you build a brand that resonates.

What’s Next?

For e.l.f. Beauty, acquiring Rhode means expanding into the prestige skincare space, while keeping affordability and accessibility in mind. For Hailey Bieber, it’s a billion-dollar validation of her creative and entrepreneurial instincts.

And for you—whether you're studying esthetics, PMU, or preparing to launch your own product line—this is your reminder that the beauty industry is wide open for innovators who combine skill with strategy.

At Pristine Beauty Academy, we don’t just teach the “how”—we teach you how to think like a beauty founder. Because in this industry, artistry and business go hand in hand.

Want to learn how to turn your talent into a thriving brand?
Come train with us. Your future in beauty starts here.