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Bangkok Post
|June 01, 2025
Bieber beauty brand price shock Rhode, the upstart beauty brand founded by fashion model and entrepreneur Hailey Bieber, has been acquired by ELF Beauty for US$800 million (26 billion baht) in cash and stock, an eye-popping sum for a line of blushes and lip glosses that’s not yet 3 years old.
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In an industry crowded with other celebrity-fronted beauty brands, Rhode has experienced rapid growth, which many attribute to Bieber’s considerable influence on social media. (Bieber, a daughter of actor Stephen Baldwin and the wife of pop star Justin Bieber, has 55 million followers on Instagram and 15 million on TikTok.) NYT
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