The biggest deal of its kind .. Haile Bieber concludes a billion -deal deal for its brand – Saudi News – ryan

The 28 -year -old fashion model and international businessman Haley Bieber announced the sale of her commercial brand for skin and makeup (Rhode) to Elf Beauty in an amazing deal worth a billion dollars, in one of the largest acquisitions in the cosmetic sector led by celebrities in recent years.

This announcement came just 3 years after the launch of the brand in June 2022, which achieved great success thanks to its innovative products such as skin care creams, peptide lip treatments and a smartphone bag that carries lipstick, which has become apparent on social media platforms such as Tech Talk.

According to the company’s statement, ELPUte will pay $ 800 million in cash and shares, with the possibility of paying an additional 200 million dollars based on the future performance of the brand during the next three years, and Haile Bieber will continue its role as an institution, strategic advisor and head of innovation, ensuring that its original vision of the brand bearing its middle name.

Haley expressed her pride in the deal via an Instagram post, saying: “When I launched Rudd in 2022, I dreamed of reaching more places and faces around the world, and today I am very excited to move to this new chapter with ELPUTITE.”

“Road” was founded in June 2022, and soon became one of the leading brands in the field of skin care and makeup, achieving annual revenues estimated at $ 200 million, including 90 million dollars in the past two months of 2024 of its website alone.

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The brand includes a group of limited but effective products, such as “Peptide Glazing Fluid”, “Barrier Restore Cream” and “Peptide Lip Treatment”, which is characterized by reasonable prices (less than $ 30) and a simple design that combines luxury and availability, as the Haley’s huge impact on social media contributed, where it has more than 50 million followers On “Instagram”, to enhance the popularity of the brand, especially with trends such as “Glazed Donut Skin” and “Strawberry Girl Makeup”, which has become popular with Tek Tok.

This deal is the largest in the history of ELPUTITE, through which it seeks to enter the luxury cosmetic market, after it was known for its low -price products, and the CEO of the company, Tarang Amin, indicated that “Road will expand our wallet and make luxury within the reach of all.”

This deal comes in a competitive context, as celebrities -led brands have become a great power in the cosmetic industry, and Haile Bieber joins stars like Rihanna (Fenty Beauty) and Rare Beauty, who have achieved huge financial successes from their brands.