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Background:
When Hailey Bieber launched her beauty and skincare brand Rhode in 2022, it quickly built a loyal customer base and achieved rapid commercial success. By early 2025, Rhode had generated $212 million in annual sales and, in May, was acquired by E.l.f. Beauty in a landmark $1 billion deal.
“Rhode is not just about the product; it’s the whole entire world of Rhode. I want people to feel something when they get the products. When they use it, I want them to feel that they are a part of something,” Bieber shared this week at The Business of Beauty Global Forum 2025 in Napa Valley, California. “I really do see us being a legacy brand. Rhode is going to go down as one of the greats.”
In her first public appearance since the acquisition, Hailey spoke with The Business of Beauty’s executive editor Priya Rao about launching her brand, how the deal with E.l.f. transpired, and her vision for the future of Rhode.
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Key Insights:
- Rhode is intentionally positioned as more than a skincare brand. “It’s not just about the product, it’s the whole entire world of Rhode,” Bieber said. She envisions the company evolving into a lifestyle brand with editorial flair and cultural relevance beyond just beauty.
- In building Rhode, Bieber looked past traditional beauty incubators and industry insiders and instead focused on building a close-knit team with a fresh perspective. “I knew I wanted to put my own money into it. I knew I always wanted to be the majority owner,” she said. The result is a brand that feels “super curated and tight” — an intentional strategy to maintain clarity and control.
- The $1 billion sale to E.l.f. Beauty was not a quick decision. Bieber was deliberate about finding a partner that respected Rhode’s DNA. “Rhode is like my baby; I’m so precious about it. The idea of ever even considering [a sale] was a very big deal to me,” she said. Bieber underscored the importance of personal connection and integrity in building a brand that resonates. “I am Rhode and Rhode is me,” she said, explaining that the brand’s tone, aesthetic and communication all reflect her own sensibilities. “That’s why I always say, Rhode is my world. It doesn’t feel like a job to me.”
- Bieber said she is building Rhode for the long haul, something that endures, rooted in authenticity and longevity rather than trend-chasing. “I really do see us being a legacy brand,” Bieber said. “Rhode’s going to go down as one of the greats.”
