In beauty news that’s equal parts shocking and so on brand, Hailey Bieber has officially sold her viral beauty brand, Rhode — and yes, it’s a billion-dollar kind of deal. The buyer? e.l.f. Beauty, the drugstore darling known for making high-quality, low-cost staples that always overdeliver. Translation: your favourite Peptide Lip Treatment is about to be more accessible than ever — and probably coming soon to a Sephora near you.

Let’s rewind. When Bieber launched Rhode in 2022, it wasn’t just another celeb skincare line. It was a brand with a mood — minimalist, clinical, cool — and an aesthetic that hit like a soft-glazed dream. Matte greige bottles, lowercase lettering, and intentional smooth texture. The packaging was stripped back, but the branding? Maximal in its impact. Rhode didn’t just live on your bathroom shelf — it lived on your FYP.

From day one, Rhode positioned itself as more than just a beauty brand — it was a total social media movement. The Erewhon “Hailey Bieber Smoothie,” launched in tandem with Rhode’s 2022 debut, became a viral, collagen-packed tribute to HB’s iconic glazed skin. The mirror selfies with the (first of its kind) lip gloss holding phone case? Viral gold. The Strawberry Glaze collab with Krispy Kreme? A playful nod to Hailey’s signature look that was an instant sell-out. Hailey didn’t just sell products; she sold a routine, a look, and an entire lifestyle built around clean girl skin, glossy lips, and rosy cheeks.

And it wasn’t just about skincare. Rhode quietly (but strategically) entered the hybrid makeup space — with tinted Peptide Lip Treatments for that “your lips but rosier” look, Pocket Blushes for a sheer, skin-kissed flush, and the ultra-sleek Peptide Lip Shape to sculpt, smooth, and subtly plump in one swipe. The brand blurred the line between skincare and makeup in a way that felt natural — and totally aspirational. In just three years, it’s pulled in over $200 million in sales, secured a loyal fanbase, and carved out a niche that’s somewhere between quiet luxury and Gen Z glossy.

This week, Rhode confirmed that it’s joining the e.l.f. Beauty family in a deal worth up to $1 billion. (Yes, billion with a b.) The acquisition includes $800 million up front in cash and stock, with another $200 million tied to performance benchmarks. A flex, if there ever was one.

But don’t panic: Hailey’s not stepping back. She’s staying on as Chief Creative Officer, Head of Innovation, and strategic advisor — meaning she’ll still be dreaming up your next product obsession, likely while sipping her smoothie in oversized shades. In a statement, she called the deal an opportunity to “elevate and accelerate” Rhode’s reach and continue building a global community.

With e.l.f.’s distribution muscle and Hailey’s next-level taste, Rhode’s poised to go from buzzy niche to full-on cultural staple. It’s a bold (and very Hailey) move — pairing her pared-back luxury feel with a beauty giant known for democratizing quality. e.l.f. Beauty’s CEO, Tarang Amin, called Rhode a “cultural phenomenon,” saying it’s “shaping the future of the beauty industry” — and frankly, we can’t argue with that.

Expect to see Rhode everywhere — in your makeup bag, all over your feed, and probably tucked inside another lip gloss phone case.

Because Hailey Bieber didn’t just create a brand. She created a beauty era.