Andrea Felsted, Columnist

Hailey Bieber’s ‘Glazed Donut’ Is a $1 Billion Treat for Elf

The deal for cosmetics-brand Rhode could breathe fresh life into personality-driven businesses once more.

June 2, 2025 at 4:00 AM UTC

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

Fashion model, entrepreneur Hailey Bieber. — Fashion model, entrepreneur Hailey Bieber.
Photographer: Allison Zaucha/Bloomberg

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Celebrity beauty is back.

Elf Beauty Inc. last week agreed to buy Hailey Bieber’s Rhode, whose trademark look is its glossy, dewy skin, for $1 billion.

Before it’s here, it’s on the Bloomberg Terminal

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