Hailey Bieber’s beauty brand 'rhode' just sold to e.l.f. for $1 billion

With a strong social media presence, in addition to Bieber’s own digital footprint both before and after her marriage to singer Justin Bieber, rhode “has a powerful engagement model,” e.l.f. said in its earnings call just after the announcement Wednesday. Fans will often wait hours in line for rhode pop-ups, and its products are frequently sold out on its website.

“One of the things we really like about rhode is just how tight the product assortment is. It’s only 10 products across skincare, color cosmetics and accessories,” CEO Tarang Amin said in the same earnings call.

Hope she has a prenup.

She's gonna *love* that big beautiful bill.

It’s a cash out / buy out. It’s the same thing as Bieber selling off his music publishing.

E.l.f is a firm so basically they bought it so they can drive it into the ground. Many firms will spend huge to buy a brand they don’t actually care about just as long as they can extract every last dollar before it burns out.

It’s like when Kylie Jenner sold Kylie Cosmetics to Coty. Not only is she no longer a “billionaire”, but the brand sales plummeted between 2020-2021. It’s still around but it’s irrelevant now.

Not to say that a payout isn’t a smart move but she’s no billionaire and it typically means the brand is going to last for another year or two.

A good example is Rihanna who has always been in partnership with Fenty. She IS a billionaire and owns half the company and can pass it on to her family.

When a product you love suddenly stops working or feels off, it’s usually cause it was bought by a larger firm and reformulated to cut costs. High-quality ingredients get swapped for cheaper ones, formulas are diluted, and mass production changes affect texture, scent, and performance.

It’s always a sad when you realize a product you loved is now bullshit.

Obviously she was just the face of the brand with a few points. Her partners were the brains and made the real money and they will move on to another one.

She might not be a billionaire but she's walking away with 800M in cash and stock with another 200M if the brand continues to perform well over the next three years. Bottom line, she's rich as fuck.

It helps to be a nepo-baby who married a celeb and who has had cosmetic surgery and access to other cosmetic procedures.

Justin probably needed the money. The rumor is he sold off his catalog because he mismanaged his finances and was deep in debt.

e.l.f. has a billion dollars to spend on this? That's surprising. I like their skincare but had no idea they had this kind of coin sitting around.

R5 See also: Hostess

Her dad's as big a threat to her wealth as her husband.

[quote]Justin probably needed the money. The rumor is he sold off his catalog because he mismanaged his finances and was deep in debt.

He got $200 million for his catalog, so between the two of them I think they'll be okay for a while.

R7 BIEBER is not walking away with the purchase price. You're an imbecile. Bieber has 2 partners and god knows whatever investors. She will make big bucks on this sale but not a billion, dumbass.

I wonder if she'll leave him now that she's independently wealthy. He's cute but I bet he requires a ton of attention.

I don't believe this number any more than I believe that Kylie's makeup brand made her a billionaire. I'm a woman. I never see either brand in stores anywhere.

Yeah, I think most of these celebrity cosmetic lines are like mattress stores...fronts for money laundering and other tax scams. Nobody is clamoring to buy Hayley Beaver makeup. Same with Kylie Jenner who was exposed for massively lying about her sales and earnings.

Justin is $500 million richer today. Hailey never signed a prenup because their church pastor convinced Justin it wasn’t “Christian family values”. I bet Hailey and her dad regret that decision!! Haha

Elf Cosmetics stock also went up 24% today so her $600 million in shares is now worth $744 million after the close of the market.

Another day, another billion.

"Rhode"...

...as in "Rhode hard and put away wet"

Rhode?

"First, it’s worth noting how the deal is structured, as Rhode’s owners are getting $600 million in cash upfront, not the full figure. The Hollywood Reporter reported that e.l.f. Beauty will pay “a $600 million cash payment, $200 million in shares of e.l.f. stock to Rhode’s existing equityholders, and a $200 million earnout that would be payable over three years based on hitting performance goals.”

Bieber hasn’t shared how much ownership stake she has in Rhode. Celebrity Net Worth estimates it is 50 to 70 percent of the company. The site puts her new estimated net worth at $300 million. (Forbes has not shared its own estimate yet.) What’s notable is she now has a higher estimated net worth than her husband, Justin Bieber, who is valued at $200 million."

-Elle

So the woman essentially owns nothing. Just like Justin Bieber. Michael Jackson was a genius for keeping all them publishing rights. For MRS. Bieber, there's nothing there.

The most hilarious part is that when Bieber and she married, there was not prenup.

Everyone thought he was stupid for not getting one.

Now, he had to sell his catalog for some quick cash, granted for $200mm, and she has sold her company for $1b. Even if she only owned 25%, that's still $250mm.

Rumors are running rampant that there's trouble in paradise. Ironically, his star power is what made her. She was the no name daughter of a loser Baldwin brother. Now, she's rich in her own right from all the publicity their marriage got her.

Those YouTube makeup tutorials are camp. After 27 product applications they basically look the same.

R16 Kylie’s line is sold at Ulta. Rhode is at Sephora. You sure you’re a woman?

Rhode is her middle name R21.

Rhode hard.

Rhode hard by an Elf

"Celebrity Net Worth estimates it is" ... it is probably somewhere between 5-15%, which is where 'celebrity' ownership usually is (for example, Donald Trump's share on 'his' averages 5-15, with the lion's share held by what can be quite a few entities) . It's still a ton of money, but it loses a lot of it's news sizzle when the numbers are down there.

Isn't she the one who's always sickly? She's had Lyme disease, blood clots, a stroke...and multiple other illnesses. Probably not a good idea to invest in long term projects with her.

Go tell Aunt Rhody?

I don't find her attractive at all. She looks lethargic and/or bored in every photo, and I always have imagined that her brain function resembles a lava lamp. But hey, she's a billionaire(ish) and I'm not, and lava lamps are cool.

Like she is in this pic, r32?

Serious question - how do you get to a BILLION dollar valuation with only 212 million dollars in GROSS sales?

She's just kind of there. She doesn't really do anything or serve any purpose.

R33 you could post any picture of her and she is flat and inanimate. Like a generic, bored, lethargic mannequin.

R16 Kylie inflated her sales and lied about being a billionaire to Forbes and screwed over Coty who bought 51% of the company. Then they found out the sales were lower than expected.

That’s different from a company buying a brand out for a billion but Halley isn’t the only owner.

Elf makes $850 million to a billion a year so the deal was worth it because they’re probably going to turn her line into a drug store cosmetics line just like theirs.

When straight men hook up with women do they get makeup all over their face lips mouth and tongue?

With the amount of makeup many young women slather on these days, I'm shocked there aren't more incidences of cardiac arrest when women get comfortable enough to remove the makeup in front of their boyfriends and husbands.

Kathy Griffin said there is a series of photos that show Hailey was stalking Justin years before meeting him.

They actually met at 12 years old, I believe.