Hailey Bieber joins Rihanna and Selena Gomez with billion-dollar beauty brand deal

Celebrities' cosmetic lines are becoming big sellers and turning some into billionaires

Hailey Bieber has sold her Rhode beauty brand in a deal worth up to $1 billion. AFP

Hailey Bieber is the latest celebrity to turn her beauty line into a billion-dollar business.

The model, who is married to singer Justin Bieber, co-launched Rhode beauty in 2022, with skincare products, “peptide lip treatments” and pocket blusher that have gone viral on social media.

In the 12 months to March 2024, Rhode – which is the model's middle name – generated sales nearing $200 million.

Now it has been announced that the 28-year-old is selling the company to e.l.f. Beauty in a deal worth up to $1 billion (£740 million). E.l.f – which stands for eyes, lips and face – will pay out $800 million in cash and stock, with a further $200 million payout depending on future sales growth.

The deal makes Ms Beiber, who will continue as founder and also act as a “strategic adviser”, the latest celebrity beauty success story. She is following a well-worn path.

Rihanna x Fenty Beauty

Rihanna's brand Fenty Beauty recorded more than $600 million in revenue last year. Photo: Fenty Beauty

Topping the list of high-value celebrity cosmetics lines is Fenty Beauty by Rihanna, valued at $3 billion. Launched in 2017 with a range of foundation tones that the singer was unable to find anywhere else, it ships to more than 150 countries. Foundation remains its biggest seller with online searches for this alone reportedly exceeding 21,000 a month. Lip gloss comes in a close second, with 20,000 searches a month.

Priyanka Chopra Jonas x Anomaly

Priyanka Chopra Jones's Anomaly brand recorded revenues of $542 million last year. AFP

With her own glossy tresses, it is little surprise that Anomaly Haircare by Priyanka Chopra Jonas is second on the list of most valuable celebrity beauty brands. With sales of $542.7 million in 2023, the brand launched in America in 2021 and India in 2022 as an affordable line that is also vegan with a focus on natural ingredients. It is a big hit with customers and its hair and scalp oil is the most popular item.

Kylie Jenner x Kylie Cosmetics

Kylie Jenner sold a stake to Coty for $600 million in 2020. AFP

Kylie Cosmetics by Kylie Jenner was started in 2015 with Kylie Lip Kits, before expanding to cosmetics, fragrances and even baby skincare. In 2020 Jenner, sold a stake to Coty for $600 million.

Ariana Grande x r.e.m. beauty

R.e.m. beauty by Ariana Grande had sales of $88.7 million last year. Getty Images

At number four, but some considerable way behind the top three, is r.e.m. beauty by Ariana Grande. Launched in 2021 with a focus on vegan and cruelty-free ingredients, it generated $88.7 million of sales in 2024. As with Fenty Beauty, foundation is its biggest draw, with 800 online searches per month, followed by lip oil, with 500 searches.

Selena Gomez x Rare Beauty

Selena Gomez launched Rare Beauty in 2020. EPA

Selena Gomez started Rare Beauty in September 2020, offering lightweight products that are vegan and cruelty-free. Bestsellers include its Soft Pinch Liquid Blush in Joy and Find Comfort Body & Hair fragrance mist. With many of its products priced at under $30, the brand was recently valued at $2 billion.

Beauty products and business dominance

Cosmetics sales account for a sizeable chunk of these celebrities' net worth. Despite not releasing an album since 2016, Rihanna is worth an estimated $1.4 billion, thanks in part to Fenty Beauty. Chopra Jonas is thought to be worth in the region of $70 million, combined with her husband Nick Jonas. That fortune is likely to rise thanks to her haircare range's success in the US and Indian markets.

Jordan Bucknell, a marketing expert from Upbeat Agency, says these brands have surpassed the initial “celebrity hype stage” because they produce quality products that have “stood the test of time and have silenced critics”.