The skincare and cosmetics line, launched in 2022, has attracted major investor interest as Bieber taps JPMorgan and Moelis to explore a blockbuster deal.
Hailey Bieber Explores $1 Billion Sale of Beauty Brand Rhode
Hailey Bieber is exploring a potential sale of her beauty brand Rhode, in a move that could value the fast-rising company at over $1 billion, according to sources familiar with the matter.
The 27-year-old model and entrepreneur, who launched Rhode in 2022, has enlisted the help of investment banking giants JPMorgan Chase and Moelis to evaluate strategic options, including a potential sale. Three sources confirmed the discussions, noting that the process is still in early stages and remains confidential.
Bieber, a prominent social media influencer with over 50 million followers on Instagram, quickly turned Rhode into one of the most talked-about skincare and cosmetics labels on the market. The brand — named after her middle name — has become synonymous with the viral “glazed donut skin” trend, which she popularized through her minimalist and dewy skincare routine.
Rhode reportedly generates nearly $200 million in annual revenue, according to two sources. The Los Angeles-based company has made notable marketing moves, including a buzzworthy collaboration with Krispy Kreme to promote a strawberry glaze-themed product launch.
In 2023, Rhode brought in former The Honest Company CEO Nick Vlahos to lead operations, signaling its ambitions to scale further and potentially position itself for a major acquisition or IPO.
Bieber now joins a growing cohort of celebrities leveraging their personal brands to build billion-dollar consumer businesses. Her move mirrors the trajectory of other stars such as Jessica Alba, who successfully took The Honest Company public in 2021, and Selena Gomez, whose brand Rare Beauty is also reportedly seeking a buyer.
The timing of the sale exploration suggests that Bieber is looking to capitalize on Rhode’s rapid growth and sustained popularity in a highly competitive beauty industry.
Neither JPMorgan nor Moelis provided a comment on the matter. Rhode has yet to respond to media inquiries.
As Bieber evaluates the next chapter for her brand, the potential sale of Rhode could mark one of the beauty industry’s biggest celebrity-led business deals to date.
