Hailey Bieber’s Rhode skincare brand has rapidly ascended from a personal passion project to a global beauty phenomenon, culminating in a staggering acquisition by e.l.f. Beauty. This deep dive reveals the secrets behind its success, including Hailey’s hands-on product testing and her strategic vision for an enduring legacy.
The beauty industry has witnessed few ascensions as swift and impactful as that of Hailey Bieber’s Rhode skincare brand. Launched in 2022 by the 28-year-old model, Rhode has carved out a significant niche, earning a devoted following for its “efficacious, intentional skin care essentials” designed to nourish the skin barrier and deliver an instant dewy glow.
At the heart of Rhode’s success is Hailey Bieber’s unwavering commitment to her products, a dedication so profound that her husband, Justin Bieber, and her closest friends serve as her primary testing panel. This hands-on, personal approach highlights her deep involvement in every aspect of the brand’s development.
The Genesis of a Skincare Vision: Why Rhode?
For Hailey Bieber, establishing Rhode was not merely about lending her name to a product line; it was a strategic move driven by a clear vision for ownership and impact. Having previously collaborated with other brands, Hailey understood the value of her influence and wanted to ensure she retained control over her own venture.
“I had lent my name enough times to see how it benefited that company,” she shared in an interview with WSJ. Magazine’s Innovators Issue. “I knew for a fact that if I’m doing this, I have to be the majority owner.” This principle guided her in building Rhode from the ground up, focusing on essential skincare that delivers tangible results and resonates with her community.
The Ultimate Testing Ground: Justin Bieber and Close Friends
A key aspect that sets Rhode apart is Hailey Bieber’s personal involvement in product development. She famously uses her inner circle as a rigorous testing ground for new formulations, ensuring they meet her high standards before reaching the public.
“I test them on my husband, I test them on my friends,” Hailey revealed to People, emphasizing her “product-obsessed” nature. This intimate feedback loop helps perfect Rhode’s offerings, ensuring they live up to the promise of delivering effective, daily-use skincare solutions. This dedication has undoubtedly contributed to the brand’s rapid rise and its reputation for quality.
Products That Define a Cult Following
Rhode’s product lineup, though initially concise, quickly captured the attention of beauty enthusiasts, developing what many describe as a “cult following.” Its focus on nourishing the skin barrier and providing an instant dewy glow has struck a chord with consumers seeking effective yet uncomplicated routines.
Among its most celebrated offerings is the Peptide Lip Treatment, a product that has become a staple for many since its launch. Described as “chapstick on steroids,” it’s lauded for its hydrating and nourishing properties, creating a subtle plumpness. Building on its popularity, Rhode expanded the line to include popular shades like Strawberry Glaze, Salted Caramel, Watermelon Slice, and Rhode Vanilla, catering to trending aesthetics.
The Billion-Dollar Leap: Acquisition by e.l.f. Beauty
Earlier this year, Rhode’s impressive growth trajectory reached a pivotal moment with its acquisition by e.l.f. Beauty in a deal valued at up to $1 billion. This strategic partnership was officially announced in a press release on May 28, marking a significant milestone for the young brand.
Tarang Amin, the CEO of e.l.f. Beauty, openly expressed his astonishment at Rhode’s unprecedented success. “In less than three years, they’ve gone from zero to $212 million in net sales, direct-to-consumer only, with only ten products,” Amin told CNBC, adding, “I didn’t think that was possible.” This level of disruption in the competitive beauty market undeniably caught e.l.f.’s attention, paving the way for the acquisition.
The deal positions Rhode for massive global expansion, leveraging e.l.f. Beauty’s extensive resources and distribution networks. This strategic move aims to “elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally,” as Hailey stated in an official announcement.
Hailey’s Enduring Vision and Future Plans
Despite the significant acquisition, Hailey Bieber’s role within the company remains central. She continues as Rhode’s founder, Chief Creative Officer, and Head of Innovation, overseeing product development, creative direction, and marketing. Furthermore, she will serve as a strategic advisor for e.l.f. Beauty, lending her expertise to the broader organization.
Regarding the substantial earnings from the sale, Hailey has a clear plan rooted in family values. She revealed her intention to manage the profits judiciously, primarily for her son’s future. “I want to preserve that for my son’s future,” she told WSJ. Magazine in an interview published October 14. “It’s an amount of money that I have not dealt with before, so I just want to be smart with it. I would like to invest it wisely.” Hailey, who shares 14-month-old Jack Blues Bieber with husband Justin Bieber, is also committed to protecting her son’s privacy by keeping his face off social media until he’s old enough to understand public exposure.
Rhode’s Impact and Legacy
Rhode’s rapid ascent and successful acquisition underscore not only Hailey Bieber’s business acumen but also the brand’s ability to connect with a discerning audience. Its focus on simple, effective, and “essential” skincare resonated deeply, translating into remarkable financial performance and a strong market presence.
The brand’s status as the No. 1 skincare brand in Earned Media Value in 2024, demonstrating a staggering 367% year-over-year EMV growth, is a testament to its cultural relevance and fan engagement. With Hailey Bieber at the helm of its creative direction and the strategic backing of e.l.f. Beauty, Rhode is poised to continue its disruption of the beauty industry, reaching new heights and expanding its global footprint.
