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Hailey Bieber’s skin care firm Rhode to be acquired by E.L.F. Beauty in $1 billion deal

The model, social media star–and wife of singer Justin Bieber–launched Rhode less than three years ago.

Bieber launched Rhode (which is her middle name) in Los Angeles, in the summer of 2022 out of frustration with the overwhelming number of skincare products on the market. She created Rhode to cut through the noise with “a very edited and curated, intentional shopping process for people,” she told Forbes in 2022. The company raised an undisclosed amount of funding from two investors, Angel Capital Management and Aser Ventures, in July 2024, according to PitchBook.

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