Hailey Bieber, model, entrepreneur, and cultural tastemaker, is reportedly exploring the sale of her acclaimed beauty brand, Rhode. Launched in 2022, Rhode Beauty has quickly grown into one of the most influential skincare lines in the world, thanks in part to Bieber’s own celebrity status, a sharp brand identity, and the brand’s alignment with Gen Z beauty aesthetics.
Now, according to a Reuters report, Hailey Bieber is in talks with investment banks and may be preparing to sell Rhode for a staggering valuation of over $1 billion. But what’s behind this move? What does it mean for the future of celebrity beauty brands, and how did Rhode get here in the first place?
The Genesis of Rhode Beauty
From Middle Name to Global Beauty Brand
Hailey Bieber launched Rhode Beauty in 2022, naming it after her middle name, “Rhode.” What began as a niche skincare line with minimalist branding quickly expanded into a full-blown beauty empire. The brand’s clean aesthetic, accessible price points, and skincare-first philosophy helped it stand apart in a saturated market.
Rhode entered the scene with a mission to provide affordable, high-performance skincare formulated with science-backed ingredients. Its minimalist product line was immediately embraced by consumers and beauty enthusiasts alike for its simplicity and effectiveness.
Strategic Product Launches
At its inception, Rhode focused on a concise line of products that were designed to be multifunctional, nourishing, and trend-setting. Initial offerings included:
- Barrier Restore Cream – A deeply hydrating moisturiser
- Peptide Lip Treatment – A gloss-like balm that became a cult favourite
- Glazing Milk – A prep serum that kickstarted the “glazed doughnut skin” trend
- Pocket Blush – A dewy cream blush that captured TikTok’s heart
By anchoring its brand identity to skincare rather than colour cosmetics, Rhode tapped into a new consumer appetite for “skin-first” beauty routines.
Rhode’s Meteoric Rise
Social Media-Fuelled Popularity
One of Rhode’s greatest assets has been its savvy use of social media and influencer marketing. Hailey Bieber leveraged her massive online presence—particularly on TikTok and Instagram—to promote products directly, often offering behind-the-scenes looks at product development or personal skincare routines.
Viral campaigns such as the “Strawberry Girl Makeup” and “Glazed Doughnut Skin” helped Rhode dominate the beauty discourse online. These campaigns weren’t just trends—they were strategic marketing masterstrokes that made Rhode a staple in the digital skincare community.
Transparency and Trust
Bieber’s direct involvement in product creation has built a sense of authenticity that is often lacking in celebrity brands. Unlike many celebrity ventures where the figurehead is largely absent after launch, Bieber has been hands-on—from formulation to promotion.
Her visibility in the brand’s operations has increased consumer trust and brand loyalty. Rhode wasn’t just another celebrity cash-in; it was perceived as a genuine business venture backed by care and commitment.
The Billion-Dollar Valuation: Behind the Numbers
Annual Revenue and Growth Metrics
According to sources cited in the Reuters report, Rhode Beauty generates annual revenues of nearly $200 million—a remarkable achievement for a brand that’s just over two years old. This level of performance suggests a year-over-year growth trajectory that few independent skincare brands can claim.
If the sale goes through, Rhode could be valued at over $1 billion, placing it in the rarefied league of celebrity beauty brands like Rihanna’s Fenty Beauty or Kylie Jenner’s Kylie Cosmetics.
Celebrity Brands and Financial Success
Hailey Bieber’s move follows a well-worn path in celebrity entrepreneurship:
- Rihanna sold stakes in Fenty Beauty, which is now jointly owned by LVMH.
- Kim Kardashian launched SKKN, while her earlier beauty venture KKW was partially sold.
- Kylie Jenner sold 51% of Kylie Cosmetics to Coty for $600 million.
The success of Rhode mirrors these ventures but stands apart due to its unique brand identity and minimalist, skincare-focused product line.
Exploring the Sale: What We Know So Far
Investment Bankers Involved
Sources close to the matter have revealed that Hailey Bieber has hired investment banks JPMorgan Chase and Moelis to explore strategic options, including a full or partial sale of Rhode. These firms are known for handling high-profile deals in consumer markets and could help Bieber secure a buyer with global scale and reach.
The sale, while not confirmed, could mark a significant pivot in Rhode’s operational structure. A large acquisition might bring the brand under the umbrella of a multinational beauty conglomerate—providing more resources but potentially altering its creative direction.
Potential Buyers and Market Dynamics
Should Bieber go through with the sale, possible buyers could include:
- Estée Lauder Companies
- LVMH
- Unilever
- Coty Inc.
- L’Oréal Group
These global giants have a history of acquiring high-growth indie beauty brands, and Rhode fits the bill. Such an acquisition would not only bring new capital to Rhode but also allow the brand to expand its product lines, distribution channels, and international reach.
Why Sell Now?
Capitalising on Momentum
Timing is everything in business. With Rhode still in its growth phase and consumer interest at an all-time high, Bieber may be looking to maximise returns while the brand’s valuation is peaking.
By selling now, she could lock in a deal that reflects the brand’s current and projected future success, rather than risking a plateau or dip in performance later on.
Shifting Focus or Diversification?
It’s also possible that Bieber wants to diversify her portfolio or pursue new ventures—whether in fashion, wellness, or entertainment. Selling Rhode could free up both time and capital for other projects, while ensuring the brand continues to grow under more robust corporate leadership.
Industry Implications
The Evolution of Celebrity Beauty Brands
Rhode’s potential sale marks another chapter in the ever-evolving story of celebrity beauty brands. What began as a trend has matured into a proven business model, with celebrities now creating real value and influence in consumer markets.
However, a key takeaway from Rhode’s journey is that authenticity, innovation, and strategic marketing are essential. Star power may get a brand off the ground, but sustainable growth requires genuine consumer trust and product quality.
The Billion-Dollar Club
If the $1 billion valuation holds true, Rhode will join an elite group of beauty brands that have reached the billion-dollar milestone in under a decade—a remarkable feat that places it alongside the likes of:
- Glossier
- Drunk Elephant
- The Ordinary
- Fenty Beauty
This milestone cements Hailey Bieber’s status not just as a celebrity but as a serious entrepreneur.
What’s Next for Rhode?
Potential Expansion
Whether Rhode is sold or not, the brand still has enormous potential for growth. Areas of future development could include:
- International expansion beyond the North American market
- New product lines (e.g. body care, wellness, fragrances)
- Brick-and-mortar stores or partnerships with global retailers
With or without Bieber at the helm, Rhode is poised to evolve into a global beauty powerhouse.
Preserving Brand Identity
One of the challenges in selling a celebrity-led brand is preserving its voice and authenticity. Should Rhode be acquired, consumers may fear a dilution of what made the brand special. The acquiring company must walk a fine line between scaling the brand and maintaining its original ethos.
Final Thoughts
Hailey Bieber’s reported decision to explore a sale of Rhode Beauty comes at a pivotal moment—both for her and the wider beauty industry. The brand has become a cultural force, not only for its clever marketing and celebrity backing but also for its product integrity and consumer-first approach.
If the sale does proceed, it will likely be one of the biggest celebrity brand deals in recent years, underscoring the increasing power of social media-driven beauty empires. More importantly, it sets a precedent for how celebrity-led businesses can transition from personal projects to billion-dollar enterprises.
Whether or not Hailey Bieber continues her involvement with Rhode, her impact on modern beauty culture is already cemented. Rhode Beauty has changed the landscape—and it may just be getting started.
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