Model and entrepreneur Hailey Bieber is said to be considering the sale of her cosmetics brand, Rhode, in a deal that could exceed $1 billion in value, according to sources cited in a recent report by Reuters.
Launched in 2022, Rhode has quickly become a cult favourite among Gen Z and millennial consumers, driven in large part by Bieber’s influence on social media and her trend-setting approach to beauty—particularly the viral “glazed donut skin” aesthetic. The Los Angeles-based brand has expanded from skincare into colour cosmetics, and most recently collaborated with Krispy Kreme to create a buzz-worthy campaign.
According to the Reuters report, Bieber has enlisted banking giants JPMorgan Chase and Moelis & Co to explore acquisition opportunities. While none of the involved parties have issued public statements, insiders say the brand’s rapid growth and strong consumer loyalty make it an attractive asset in today’s booming celebrity beauty space.
Rhode is believed to be generating nearly $200 million in annual revenue. Last year, the company brought on Nick Vlahos, former CEO of The Honest Company, to help scale the business—further fuelling speculation that the brand may be gearing up for a strategic exit.
Should the deal go ahead, Bieber would join a growing list of celebrity founders leveraging the momentum of their direct-to-consumer brands. In recent years, Jessica Alba’s Honest Company went public, and Selena Gomez’s Rare Beauty has also reportedly explored strategic options.
With a massive online following—over 50 million Instagram fans—Bieber has successfully translated her personal style and digital presence into a thriving business.
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