Hailey Bieber's $1 billion glow-up: from Hollywood royalty to beauty mogul
Rhode Skin founder and model Hailey Bieber has revealed that she has two ovarian cysts on her Instagram story.
Image: Instagram
In a stunning move that cements Hailey Bieber as a force in the celebrity beauty business, the 28-year-old model and entrepreneur has sold her skincare brand, Rhode Skin, to e.l.f. Beauty for a jaw-dropping $1 billion.
According to various media reports, the deal includes $800 million of cash and stock, plus up to $200 million in potential earnouts based on brand growth over the next three years.
But for Hailey Bieber, this isn't just a business transaction, it's the next step in a meteoric rise that began in 2022 when she launched Rhode Skin, a minimalist skincare line named after her middle name.
Video Player is loading.
Play Video
Play
Unmute
Current Time
0:00
/
Duration
-:-
Loaded :
0%
Stream Type LIVE
Seek to live, currently behind live
LIVE
Remaining Time
-
0:00
This is a modal window.
Beginning of dialog window. Escape will cancel and close the window.
Text Color White Black Red Green Blue Yellow Magenta Cyan
Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan
Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan
Transparency Transparent Semi-Transparent Opaque
Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps
Reset
restore all settings to the default values Done
Close Modal Dialog
End of dialog window.
Advertisement
Video Player is loading.
Play Video
Play
Unmute
Current Time
0:00
/
Duration
-:-
Loaded :
0%
Stream Type LIVE
Seek to live, currently behind live
LIVE
Remaining Time
-
0:00
This is a modal window.
Beginning of dialog window. Escape will cancel and close the window.
Text Color White Black Red Green Blue Yellow Magenta Cyan
Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan
Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan
Transparency Transparent Semi-Transparent Opaque
Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps
Reset
restore all settings to the default values Done
Close Modal Dialog
End of dialog window.
Next
Stay
Close ✕
Since its debut, the brand has become a social media sensation, generating over $200 million in sales within 12 months, thanks to its viral products, including the Peptide Lip Treatment and Pocket Blush.
Now, with e.l.f. Beauty at the helm, Rhode is gearing up for global expansion, including placements in Sephora stores across the U.S. and U.K.
Bieber's excitement about this partnership is palpable. 'I always had big dreams for Rhode,' she wrote in a heartfelt Instagram post.
'The most important thing to me is to keep bringing Rhode to more spaces, places and faces globally. Partnering with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products.'
Bieber will stay on as Chief Creative Officer and Head of Innovation, ensuring Rhode retains her signature aesthetic and brand ethos.
Her Instagram announcement radiated pride and gratitude, framing this deal as not just a business milestone but a personal one.
e.l.f. Beauty CEO Tarang Amin echoed the sentiment, calling her 'one of the most thoughtful founders I've ever met. What we saw in Rhode was another like-minded disruptor. Hailey's instinct, aesthetic, and ability to connect with her community are unparalleled.'
Bieber's move aligns her with a growing roster of A-list beauty moguls who have built billion-dollar businesses by capitalising on their brands. Rihanna's Fenty Beauty, now valued at nearly $3 billion, revolutionised the industry with its inclusive shade ranges. Kylie Jenner sold a majority stake in Kylie Cosmetics to Coty for $600 million in 2020, while Selena Gomez's Rare Beauty has also become a juggernaut, landing her on the Bloomberg Billionaire Index.
Celebrity beauty brands are no longer vanity projects, they're powerhouses. In 2023 alone, these brands generated over $1 billion in sales, according to Nielsen IQ.
Hailey Bieber's Rhode Skin makes waves in the beauty industry after a historic $1 billion sale to e.l.f. Beauty.
Image: Hailey Bieber/Instagram
Bieber's success with Rhode underscores the shift in how beauty consumers engage with brands. It's no longer just about the product; it's about the story, the authenticity, and the ability to connect with a community.
From Hollywood heiress to beauty mogul
Her trajectory is as compelling as the brand she's built. The daughter of actor Stephen Baldwin and niece to Alec, William, and Daniel Baldwin, she grew up under Hollywood's spotlight.
But she's carved out her own identity, leveraging her fashion-forward style and marriage to global pop star Justin Bieber into a platform that's as much about influence as it is about entrepreneurship.
In a recent "Vogue" interview, she admitted she never anticipated Rhode's explosive success.
'In my wildest dreams, it's already gone beyond what I would've hoped for,' she shared.
"Why e.l.f Beauty? e.l.f. Beauty's rise mirrors Rhode's disruptor story. Known for merging high-quality products with affordability, e.l.f. has grown for 25 consecutive quarters, a rarity in the competitive beauty industry."
The synergy between e.l.f. and Rhode is rooted in shared values such as inclusivity, innovation, and community engagement.
Image: e.l.f cosmetics/Instagram
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
The Citizen
40 minutes ago
- The Citizen
Third successful round for Thuthukani
Thuthukani, Thungela's Enterprise and Supplier Development (ESD) programme, hosted a graduation ceremony for 61 local entrepreneurs from communities surrounding its operations. This marks the third cohort of entrepreneurs to successfully complete the programme since its launch in 2022. Thuthukani is designed to build resilient businesses by offering tailored business skills training, technical enablement, and one-on-one mentorship to entrepreneurs from host communities. The programme is grounded in a detailed gap analysis and enables support in areas such as finance management, marketing, sales, project strategy, leadership, ISO certification, and personal development. The programme is delivered in partnership with business development service provider Raizcorp. View this post on Instagram A post shared by Crown Publications (@crownpublications) Of the 61 entrepreneurs graduating this year, 29 are supplier development beneficiaries – Small Micro and Medium Enterprises (SMMEs) that currently provide goods or services to Thungela, while 32 are enterprise development beneficiaries, comprising SMMEs that are not vendors but have potential for future integration into the mining value chain or in other industries. Notably, 50 of the 61 graduates also achieved technical enablement qualifications with the following accreditations ISO or whichever one, lets share a couple of them, boosting their compliance and competitiveness for procurement opportunities. 'Thuthukani is more than a business development initiative. It is a catalyst for local economic resilience. Each graduate represents a point of impact that causes a ripple effect, creating jobs and opportunities that uplift families and communities. We are proud to support the growth of these entrepreneurs and help them realise their potential – as they contribute to the growth of local economies, said Mpumi Sithole, executive head, corporate affairs at Thungela.' The graduation highlights Thungela's commitment to inclusive socio-economic development and transforming small businesses in in host communities. As the programme grows, its impact continues to spread, with entrepreneurs not only formalising their businesses, but also entering new markets, gaining critical certifications, and becoming active contributors to the regional economy. Julliet Mahlangu a beneficiary of the programme said, 'Before Thuthukani, I lacked the systems and structure to manage and scale my business. The mentorship and technical training helped me implement better financial controls, and I now feel more confident approaching new clients and bidding for contracts.' Breaking news at your fingertips … Follow WITBANK NEWS on our website, Facebook, Twitter, Instagram or TikTok Chat to us: info@ At Caxton, we employ humans to generate daily fresh news, not AI intervention. Happy reading!
IOL News
2 days ago
- IOL News
South Africa considers quotas for foreign nationals in the labour market
As unemployment rates soar, the government is considering introducing quotas limiting the number of foreign nationals in various sectors. Image: Ron Lach/Pexels THE government appears not to know the number of foreign nationals in the country's labour market and is considering introducing quotas to limit them from competing for the few available technical and low skilled jobs. The national labour migration policy approved by Cabinet this week, has noted that imposing quotas is a worldwide phenomenon and that European Union member states also implement such measures for managing labour migration from developing countries. In South Africa, the Constitutional Court in 2022 affirmed that the constitutional reservation of the right to trade, occupation or profession to citizens is not uncommon in democracies and that the country has an obligation to protect its citizens' interests. Despite the apex court's judgment, the policy also accepted that a number of Supreme Court of Appeal rulings have found that the total exclusion from work of migrant workers, or particular categories, may amount to the impairment of the constitutional right to human dignity. Video Player is loading. Play Video Play Unmute Current Time 0:00 / Duration -:- Loaded : 0% Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan Transparency Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. Advertisement Video Player is loading. Play Video Play Unmute Current Time 0:00 / Duration -:- Loaded : 0% Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan Transparency Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. Next Stay Close ✕ However, the government admitted that such a move would require enabling legal provisions. 'The imposition of quotas to limit the number of foreign nationals from competing for the few technical and low skilled jobs available is being considered,' stated the policy. In addition, it noted that the imposition of quotas to regulate competition between South African and foreign workers in the informal economy for limited available public space and access to markets and other resources needs to be considered. 'This would require enabling legal provisions to this effect at local government level – taking into account the requirement that the imposition of quotas has to be informed by comprehensive statistical evidence with regard to each work sector in the informal economy,' the policy explained. Among other concerns is that the continued employment of foreign nationals in excess of a quota imposed on the sector or occupation, especially those who are permanently employed, is a particularly contentious area as termination of employment under such circumstances may raise labour law procedural considerations in addition to constitutional concerns. Complicating matters further is that South Africa does not currently have adequate data to measure reliable estimates of the stocks and flows of foreign labour in the country, which makes it difficult to measure the impact of migration on the local labour market. 'It is crucial to obtain reliable information on this to inform appropriate policy responses, especially in view of commonly held public perceptions that the labour market participation of foreigners, including asylum seekers, have a negative impact on the South African labour market and on the ability of South Africans to participate in the labour market,' reads the policy. Also approved by Cabinet for submission to Parliament is the Employment Services Amendment Bill providing the policy framework and legal basis to regulate the employment of foreign nationals in businesses while promoting national security and interests. While the existing Employment Services Act has usefully strengthened labour legislation, its current state leaves unaddressed a number of concerns such as the explicit authorisation for private employment agencies to facilitate the recruitment of foreign workers into South Africa and the sourcing and recruitment of foreign workers abroad for employment. The recruitment of South African workers for overseas placement by South African or foreign private employment agencies or the partnering between local and foreign agencies as well as the activities of foreign private employment agencies, locally or foreign-owned private employment agencies online recruitment activities are other areas of concern in existing legislation. The bill also proposes the regulation of labour brokers to prevent worker exploitation such as the provision of cheap labour through undocumented foreign nationals. Trade union federation Cosatu said enabling Employment and Labour Minister Nomakhosazana Meth to set limits on the number of documented migrant workers that can be employed in a workplace and an economic sector, is critical for an economy battling dangerously high and rising unemployment levels of 43.1% overall and 72% for youth.
IOL News
2 days ago
- IOL News
UK ban on disposable vapes goes into effect
A ban on disposable vapes goes into effect across the UK on Sunday in a bid to protect children's health and tackle a "throwaway" culture. Image: File A ban on disposable vapes goes into effect across the UK on Sunday in a bid to protect children's health and tackle a "throwaway" culture. "For too long, single-use vapes have blighted our streets as litter and hooked our children on nicotine," junior environment minister Mary Creagh said. She said the government was calling "time on these nasty devices" -- a type of e-cigarette which are very popular with young people -- and banning sales of single-use vapes or their supply in a crackdown on UK corner shops and supermarkets. Those caught flouting the ban will face a £200 fine ($269), while repeat offenders risk up to two years in prison. A ban on disposable vapes goes into effect across the UK on Sunday in a bid to protect children's health and tackle a "throwaway" culture. Image: File image Video Player is loading. Play Video Play Unmute Current Time 0:00 / Duration -:- Loaded : 0% Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan Transparency Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. Advertisement Video Player is loading. Play Video Play Unmute Current Time 0:00 / Duration -:- Loaded : 0% Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan Transparency Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. Next Stay Close ✕ Young people and children in particular have been attracted to cheap and colourful disposable vapes, which have snazzy flavours such as mint, chocolate, mango or watermelon, since they were introduced in the UK in 2021. In 2024, nearly five million disposable vapes were thrown away each week, according to Material Focus, an independent UK-based non-profit. More than 40 tonnes of lithium, a key metal used in the technology industry, was discarded each year along with single-use vapes -- enough to power 5,000 electrical vehicles, the NGO said. Fire services have also warned about the risk of discarded vapes catching light among household rubbish. "Every vape has potential to start a fire if incorrectly disposed of," said Justin Greenaway, commercial manager at electronic waste processing company SWEEEP Kuusakoski. The new law, first proposed by the previous Conservative government, also aims to stem a rise in vaping. "This new law is a step towards reducing vaping among children, while ensuring products are available to support people to quit smoking," said Caroline Cerny, deputy chief executive for health charity Action on Smoking and Health (ASH). A recent ASH survey said 11% of adults vape, or about 5.6 million people, and 18% of 11 to 17 year olds -- about 980,000 under-18s. Among vapers, some 52% of young adults aged between 18 to 24 preferred single-use vapes. The long-term health risks of vaping remain unclear. E-cigarettes do not produce tar or carbon monoxide, two of the most harmful elements in tobacco smoke. But they do still contain highly addictive nicotine. The upcoming ban has already led to a fall in disposable vapes. According to ASH, the use of disposables by 18-24-year-old vapers fell from 52%in 2024 to 40% in 2025. Black market fears The UK ban follows similar European moves. Belgium and France became the first EU countries to ban sales of disposable vapes. Ireland is also preparing to introduce new restrictions. But critics have argued many users will simply switch to refillable or reusable vaping devices, which will limit the impact on nicotine consumption.
