On April 4, Hailey Bieber, the model-turned-entrepreneur, was reported to be considering the sale of her viral beauty brand Rhode, according to Reuters. Sources familiar with the matter suggest the deal could be worth more than $1 billion.
According to the report, Bieber has enlisted investment bankers at JPMorgan Chase and Moelis to explore potential buyers for the brand. Both financial institutions declined to comment, and Rhode has yet to respond to press inquiries.
Founded in 2022, Rhode takes its name from Bieber’s middle name. The brand offers both skincare and cosmetics and has experienced rapid growth in a short period. Annual revenue is reportedly approaching $200 million.
Rhode’s success stems not only from Bieber’s personal influence but also from its minimalist yet high-quality product offerings that meet modern skincare demands such as hydration and glow. Bestsellers like the Glazing Milk and Peptide Glazing Fluid have gone viral on social media, sparking the beauty trend known as “glazed donut skin.”
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In 2023, Nick Vlahos, former CEO of The Honest Company, was appointed as Rhode’s Chief Executive Officer. His leadership has been instrumental in reinforcing the company’s organizational structure and positioning it for further global expansion.
With over 50 million Instagram followers, Bieber’s lifestyle and beauty philosophy have had an outsized impact on Gen Z consumers. She exemplifies how personal influence can be a driving force behind brand growth in today’s direct-to-consumer landscape.
Although no official sale has been confirmed, the potential deal marks a significant moment in the evolution of celebrity-founded D2C brands and may serve as a model for future exit strategies.
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