Hailey Bieber has officially entered mogul territory. Last week, the 28-year-old model and entrepreneur announced the sale of her skincare brand, Rhode, to e.l.f. Beauty in a landmark $1 billion deal. It’s a move that cements her as one of the most successful celebrity founders of her generation — and places her firmly among beauty industry powerhouses like Kylie Jenner and Rihanna.
Since its launch in 2022, Rhode has built a cult-like following thanks to its minimalist aesthetic, clean formulas, and Bieber’s loyal fan base. According to AP News, the brand generated $212 million in net sales in the fiscal year ending March 31 — an impressive feat in just under three years.
The acquisition includes $600 million in cash, $200 million in e.l.f. stock, and an additional $200 million in performance-based earnouts over the next three years, as reported by India Times. Bieber has announced she will remain deeply involved in the brand as Chief Creative Officer and Head of Innovation, and will also serve as a Strategic Advisor to e.l.f., ensuring her creative vision continues to shape the Rhode identity.
But while the business world is celebrating, the success may be sparking tension in her personal life.
Success, Jealousy, and Spotlight Struggles
According to reporting from The Sun, sources close to the couple say Justin Bieber has been struggling emotionally following the deal. Allegedly, he’s feeling “jealous” and “insecure” about being eclipsed by his wife’s rising star. While Hailey has built Rhode from the ground up, Justin has been relatively quiet on the professional front in recent months, further intensifying the imbalance.
This shift in power dynamics has reportedly led to emotional friction behind the scenes. And with no prenup in place — something Page Six notes the couple did not arrange prior to their 2018 courthouse wedding — Hailey’s billion-dollar payout could legally be considered community property under California law. That means if the two were to divorce, Justin could be entitled to half of her earnings made during the marriage, including from the Rhode sale.
What’s Next for Hailey Bieber
Despite the speculation, Hailey seems focused on her next chapter. The Sun reports that she’s already mapping out future ventures, including investments in fashion and real estate. She also plans to funnel some of her earnings into philanthropic causes, using her growing influence to make an impact beyond beauty.
What makes this story so compelling isn’t just the money or the media attention — it’s what it represents. Hailey Bieber’s meteoric rise underscores the evolving role of women in celebrity partnerships and the societal discomfort that still exists when a woman becomes the higher earner.
It also speaks to a broader shift happening in the industry: female celebrities are no longer content to just be brand ambassadors or muses. They’re founders, CEOs, and now, billion-dollar dealmakers.
A Defining Moment—Personally and Professionally
Whether or not the personal rumors prove true, one thing is clear: Hailey Bieber is no longer just Mrs. Bieber — she’s a business icon in her own right. As she continues to build her empire, she’s also navigating the complexities that come with fame, fortune, and a high-profile marriage.
And if Rhode’s success is any indication, this is only the beginning.
