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Hailey Bieber is selling her make-up brand Rhode to e.l.f. Beauty in a deal worth up to $1bn. The skincare line, co-founded by Bieber in 2022, has seen rapid growth and reported over $200m in net sales in the past year. e.l.f. Beauty plans to expand the brand’s reach and offerings, with Bieber staying on as chief creative officer. The deal reflects the trend of celebrities launching successful beauty brands, with Rhode joining the ranks of Fenty Beauty and Rare Beauty in the industry.
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