Hailey Bieber Becomes a Billionaire: Rhode Successfully Sells

Summary

Hailey Bieber’s skin-care brand, Rhode, has been acquired by E.l.f. Beauty for $1 billion. Launched in June 2022, Rhode quickly gained a following for its products like the Peptide Glazing Fluid and Peptide Lip Treatment, promising a hydrated and glowing skin look often compared to a "glazed doughnut." In under three years, the brand achieved $212 million in net sales. Despite a few missteps, like blushes that didn’t suit darker skin tones, Bieber collaborated with Black creatives to improve products. Rhode will expand to Sephora this fall. Bieber remains as Rhode’s Chief Creative Officer, continuing to lead innovation and marketing. E.l.f. Beauty’s acquisition further solidifies Rhode’s status beyond a typical celebrity beauty brand.