The buzz around Hailey Bieber’s beauty brand just got louder. e.l.f. Beauty – one of today’s most socially-savvy brands – recently acquired rhode in an $800 million cash and stock deal, with an additional $200 million at play if performance targets are hit. This massive investment comes less than three years after rhode launched with just 10 products, and it reported $212 million in net sales as of March 2025.
rhode isn’t just another celebrity brand riding on the founder’s fame, it’s a company with a clear brand strategy and standout products that align with trends like the clean girl aesthetic and tap into young consumers’ obsession with securing the hottest new drop at Sephora.
rhode is Hailey Bieber’s minimalist skincare and beauty brand, launched in 2022.
Hailey Rhode Bieber (hence the brand name rhode) started modelling in 2014 for brands like Topshop, French Connection, and Ralph Lauren. Her career, plus family links, connected her to fellow models and it-girls like Kendall Jenner and Gigi Hadid, making Hailey and her crew role models for fashion lovers. She rode a new wave of cultural relevance when she married musician and 2010s heartthrob, Justin Bieber, in 2018.
Hailey launched rhode in 2022, marking an evolution from her early modeling days to entrepreneur. The move felt like a natural progression. After years of sharing her sought-after beauty routine online, she was now offering fans direct access to the exact products behind her signature glow.
rhode made its debut with a small product line – Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment – each product reflecting a commitment to quality.
What sets Rhode apart in a crowded celebrity beauty brand landscape is that the products truly deliver. In an industry often criticized for influencer-led “cash grab” launches, rhode stands out for its quality as much as its style.
Despire also having a core following, Kylie Cosmetics, founded by Kylie Jenner in 2014, represents a different approach to celebrity beauty brands. Kylie Cosmetics, with its broad product line, has faced challenges in maintaining consistent success across all products. In contrast, Rhode, with its focused, minimalist approach, has achieved significant success with a smaller number of high-performing products.
Hailey Bieber’s long-standing passion for skincare was evident well before the brand’s launch, adding credibility. Instead of flooding the market, rhode focused on building a distinct, minimalist brand, prioritizing everyday essentials that feel elevated and thoughtfully designed
rhode has a well-established aesthetic. Glossy, glowy, stripped-back, and aspirational without trying too hard. Whether intentional or not, the brand launched when the “clean girl aesthetic” trend was in its prime on TikTok – a minimalist beauty and fashion trend that emphasizes a fresh, effortless, and polished look. Hailey Bieber herself embodies the “clean girl” vibe, so automatically, rhode became the must-have brand to achieve the sought-after clean girl look.
Hailey Bieber is the face of rhode. As the ultimate “clean girl”, her personal, minimalist style has been a key attribute to the brand’s viral success. Especially in the initial launch stages, her initial influence was massive: rhode’s launch reportedly saw a waitlist of over 700,000 thanks to Hailey’s social reach and loyal community.
Although Hailey is still an integral part of the brand, a core consumer base has been established, so the brand has expanded its influencer strategy beyond the founder.
rhode now has a broader roster of creators like fashion-forward micro-influencers, skincare enthusiasts, and aligned celebrities to sustain momentum and stay culturally relevant.
Celebrities like pop princess Tate McCrae have featured in content on their brand channels.
rhode collaborated with Golloria George after she initially posted a video reviewing rhode blushes, where she highlighted concerns about ashy tones and a lack of shade diversity. Following the video, Hailey Bieber personally reached out to Golloria to work together on improving the product. This shows the brand's commitment to responding to constructive feedback and making changes based on it.
UGC also appears to be a key part of the rhode social strategy, as they regularly post content on their owned channels from micro creators that also feature on the creators' channels, reaching both broad and engaged audiences.
Behind the scenes, Lauren Ratner (President & Chief Brand Officer) and Kelsey Bidel-Niyat (VP of Global Marketing) bring experience from brands like Reformation and Michael Kors, crafting a sharp strategy designed for today’s algorithm-driven consumer.
One of the brand's most viral moments followed the launch of the Rhode Lip Case – a silicone iPhone case that holds a Peptide Lip Treatment. Hailey Bieber “soft-launched” the product on her Instagram, where fans quickly picked up on it and speculated whether it would ever be sold. A week later, it dropped for $38 (gloss included) and instantly became the must-have it-girl accessory.
The Lip Case started popping up everywhere: TikToks unboxing it, GRWM videos featuring it, and mirror selfies showing it clipped onto outfits like jewelry.
The concept hit a cultural sweet spot: the idea that all a girl really needs for a night out is her phone and lip gloss. The product is functional and fashionable, doubling as a statement piece. The first drops sold out in minutes, and those lucky enough to grab one wore it like a badge of honor.
Imitation is the greatest form of flattery, and now, countless brands have released their own takes on the viral phone case.
rhode’s social media follower growth in line with product release. Source: Lefty.
rhode is no stranger to in-person pop-ups and co-branded events – they amplify the community that surrounds the brand.
rhode’s Coachella pop-up was one of the most spoken about this year. Kendall’s 818 Tequila Outpost supplied cocktails, branded merch, and great vibes to the desert, but the highlight was the 818 x rhode photo booth. Attendees could snap a picture and then insert a coin to receive a rhode lip balm and a mini bottle of 818 tequila.
It made sense and was so successful because:
The viral photobooth even made it to London last year, ensuring that the brand was unmissable across the globe.
What’s next for rhode?
e.l.f’s recent acquisition is proof that this kind of brand-building isn’t just trendy, it’s valuable. Hailey says, “We can’t wait to bring rhode to more faces, places, and spaces. From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day,”
“Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.
As I continue as Founder and step into an expanded role of Chief Creative Officer and Head of Innovation, I look forward to leading the brand into this exciting new chapter of possibilities alongside my Co-Founders Michael D. Ratner and Lauren Ratner, who have helped bring my vision to life from the start.”
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