Supermodel and influencer Hailey Bieber launched her beauty brand, Rhode, in 2022. It's generated more than $200 million (£148m) in net sales over the past year alone, making it the latest success in the lucrative celebrity beauty brand space.

In May 2025, Bieber sold the company to e.l.f. Beauty in a deal valued at $1 billion (£740m). The agreement included around $800 million (£593m) in upfront cash and stock pre-tax, with the potential for an additional $200 million based on the brand’s future performance. Bieber will remain with Rhode as its Chief Creative Officer.

It’s estimated that Bieber owned a 50-70% stake in Rhode. If the brand unlocks the full $200 million performance payout, she could personally bank around $309 million (£228m) at a 50% stake or $433 million (£320m) at a 70% stake after taxes, according to Celebrity Net Worth. Before tax, that's a potential windfall of up to $700 million (£516m). Her current estimated net worth stands at $300 million (£222m), though it's likely to soar as Rhode grows.

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