BUZZ BEAT MEDIA

Hailey Bieber may be on the verge of a major business move. Nearly three years after launching Rhode, her skincare and beauty brand, the 28-year-old model and entrepreneur has reportedly begun exploring a potential sale valued at $1 billion. Bieber has enlisted the expertise of investment banks JPMorgan Chase and Moelis & Company to weigh her options, according to industry sources.

Launched in June 2022, Rhode quickly gained traction for its minimalist packaging, targeted product offerings, and Hailey’s influential social media presence. The brand’s popular items include the Peptide Glazing Fluid, Barrier Restore Cream, and a growing line of blushes and lip treatments. Since its debut, Rhode has generated an estimated $200 million in sales and continues to trend upward in brand awareness and online engagement.

Despite Rhode’s popularity, sources suggest that a $1 billion price tag may be ambitious. Industry insiders cite concerns over the brand’s youth, lack of established retail partnerships, and dependence on celebrity association. Currently, Rhode products are sold exclusively online, although discussions of a partnership with global beauty retailer Sephora have surfaced. Still, experts note that entering major retail chains requires significant support and infrastructure—factors some buyers may view as high-risk in today’s uncertain economic climate.

“It’s not just about getting into Sephora,” one insider shared. “You have to support that distribution model long-term, and not all celebrity-led brands are prepared for that level of scale.”

The potential sale comes as Rhode continues to see surging consumer interest. A recent report by beauty platform Cosmetify placed Rhode as one of 2024’s top rising brands, ranking second with a 232% spike in search interest. The momentum is reminiscent of other celebrity-led beauty lines like Selena Gomez’s Rare Beauty, which has also attracted acquisition inquiries in the past year.

However, the climate for mergers and acquisitions in the beauty sector has cooled somewhat. Despite brand recognition, buyers are proceeding cautiously. “No one’s paid a billion dollars for Rare Beauty or Makeup by Mario,” a source explained. “Buyers are scrutinizing whether these brands can maintain growth once the initial buzz fades.”

Hailey has remained hands-on with Rhode’s development, previously expressing her deep personal investment in the company. “Rhode is coming straight from my mind to their hands,” she said in an interview last year. “I’m the majority owner. I’m the one who put the most money into it. I just hope people love it for what it is.”

While no final decision has been announced, Hailey’s contemplation of a sale signals a shift in her business strategy—and potentially a new chapter. Whether Rhode remains under her leadership or enters a new era with a major acquisition, the brand’s trajectory continues to draw industry and fan interest alike.

As the skincare market evolves, all eyes are on what Hailey—and Rhode—will do next.

*Cover Photo/Thumbnail Photo Taken by Stevie Dance