Hailey Bieber explores sale of Rhode

Model Hailey Bieber is rumoured to be exploring the potential sale of her viral beauty brand, Rhode. 

Investment bankers at JPMorgan Chase and Moelis are understood to have been brought in to find a potential buyer for the US-based business, sources have told Reuters.

Rhode, which was named after Bieber's middle name, was founded in 2022 and has grown into one of the most influential beauty brands in the industry since its launch.

The brand's success is not only driven by its association with Bieber but also because it resonates with consumers who are looking for simple yet high-quality beauty products with a focus on hydration and healthy skin.

Popular for both its skincare and cosmetics, Rhode has also gained attention for propelling beauty trends including "glazed donut skin", supported by products such as its bestselling Glazing Milk and Peptide Glazing Fluid.