Hailey Bieber, 28, the beauty entrepreneur and wife of pop star Justin Bieber, is shaking up the industry. Her beauty brand, which she co-founded in 2022, is poised to be acquired by e.l.f. Beauty. The acquisition, which totals up to $1 billion (£740 million), includes $800 million in cash and equity. This acquisition will give her brand’s extensive reach and distribution an even bigger stage. Last year, her brand was already over $200 million in net sales.
Bieber’s midle name, Hailey, has become the namesake of her beauty line and it’s taken the internet by storm. If you’re interested, later this year, you’ll be able to find it in Sephora stores nationwide in the US and UK. Her line is growing fast, cashing in on the trend of celebrity-backed beauty brands. Taking a cue from beauty launches that have made a splash from stars such as Rihanna, Hailey Bieber is all in.
For Bieber, this acquisition is a big strategic win. She’s the daughter of actor Stephen Baldwin, and niece of famous actors Alec, William, and Daniel Baldwin. In her statement announcing the partnership with e.l.f., indicative of the future direction of her brand.
“In my wildest dreams, it’s already gone beyond what I would’ve hoped for,” – Hailey Bieber
Bieber will stay on with the company as Chief Creative Officer. Her vision will continue to drive the brand’s evolution. The collaboration with e.l.f. Beauty is anticipated to bring innovative products to a broader audience and expand distribution channels worldwide.
“Our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally,” – Hailey Bieber
The deal is made especially poignant since Bieber is currently juggling the joys of motherhood with her career’s coming-of-age blossoming. She gave birth to her first child with hubby Justin Bieber last year, juggling mom life with all her other work as she undertakes to does go!
Selling that deal has turned into a financial windfall for the team. Equally interesting is the continued rise of the celebrity brand’s dominance over the beauty industry. For e.l.f. Beauty executives, they see Bieber’s line as perfectly positioned for explosive growth.
“a beautiful brand that we believe is ready for rocketship growth” – e.l.f. Beauty
As the deal officially winds up later this year, all eyes will be on Hailey Bieber’s beauty brand. They’re enormously excited to watch it develop and flourish under the expertise of e.l.f. Beauty, still maintaining its quirky DNA.