From a new launch to one of the most talked-about beauty brands in the business, the Hailey Bieber skincare brand Rho de has evolved in just under two years. Designed by Hailey Bieber in 2022, Rhode was meant to capture her personal skincare philosophy: simple, understated, and quite potent.
Particularly among younger customers, the brand developed a name for itself fast. Products like the Pocket Blush and the Peptide Lip Treatment went viral on Instagram and TikTok. These objects not only looked good but also performed as expected in actual tests. In the current beauty scene, that is a rare mix.
Beyond appearances, Rhode concentrated on scientifically based recipes. The brand acquired credibility thanks in part to ingredients including peptides, niacinamide, and hyaluronic acid. Rhode became popular among skincare aficionados and influencers for her openness about formulations and elegant branding.
The brand claimed net sales of more than $200 million in its first year of full activity. That degree of performance, combined with a devoted following of customers, caught the attention of big cosmetics companies.
Why did E.L.F. Beauty acquire the Rhode Hailey Bieber Skincare brand?
E.l.f. Beauty formally said in May 2025 that it will buy the Rhode Hailey Bieber skincare firm for a deal worth maybe $1 billion. The payment plan calls for $800 million in cash and shares upfront, with another $200 million contingent on Rhode’s future success.
This purchase represents a strategic expansion rather than merely profiting from a celebrity brand. Renowned for invention, digital marketing, and inclusive products, e.l.f. has been among the fastest-growing reasonably priced cosmetic firms in recent years. Including Rhode in its portfolio allows e.l.f.Access to a premium brand with already great Gen Z and Millennial appeal.
Emphasizing how well-positioned Rhode is to rise rapidly with appropriate support, the firm said it is “a beautiful brand ready for rocketship growth.” Rhode’s enormous success in DTC (direct-to-consumer sales means that entering global retail under e.l.f. It will help it to reach much more quickly.
After the sale, will Hailey Bieber remain involved?
Yes, and the agreement revolves mostly around that. Leading product development, branding, and creative direction, Hailey Bieber will remain Chief Creative Officer. Her participation goes beyond mere symbolism; she has actively helped to shape Rhode’s identity from the start.
Hailey said in a social media post following the announcement: “This marks the next chapter for Rhode. Working with e.l.f. It will enable us to reach more people globally and develop more quickly. Continually developing and improving our vision excites me very much.
Additionally, in place will be the original founding team, comprising Rhode’s other developers and executives. This guarantees that the brand maintains its special character while gaining from e.l.f. Beauty’s operational strength and distribution network. Read another article on Mount Fuji Off-Season Climbing Risks
Rhode Island Compared to Other Celebrity Beauty Brands:
The popularity of the Hailey Bieber skincare brand, Rhod, reflects the triumph of several other well-known celebrity beauty companies. The Fenty Beauty from Rihanna was projected to be valued at around $3 billion in 2023. Kylie Jenner sold back in 2020 a 51% share in Kylie Cosmetics for $600 million. Selena Gomez’s Rare Beauty, meanwhile, became somewhat well-known and helped her get on Bloomberg’s billionaire index.
According to a recent Nielsen IQ analysis, sales of celebrity-led beauty products alone last year totaled more than $1 billion. Customers are more willing to purchase celebrity products as long as they offer real worth and constant quality.
Rhode’s unique combination of skin science, minimalistic luxury, and celebrity appeal distinguishes it. It does not depend just on Hailey Bieber’s name. Rather, it performs as promised by user experience and tested ingredients. Its strong following, many of whom are quite active online, has come from this genuineness.
Next for Rhode Under e.l.f. Beauty?
E.l.f. Beauty is getting ready to include Rhode into its expanding worldwide company as the transaction is slated to finalize later in 2025. Rhode products are being placed in top-notch retail outlets, a lot of part of this growth. Beginning this year, plans are already in place to stock Rhode in Sephora sites in the United States and the United Kingdom.
Rhode’s availability will be much improved by this action. Most sales have happened through its e-commerce platform up to now. Retail presence will bring the brand to fresh markets, convert more laid-back consumers, and increase brand awareness.
E.L.F. is also supposed to help Rhode Island’s innovation streamlining. This covers creating new product categories, streamlining supply chains, and applying advanced analytics to more effectively meet consumer demand. With such instruments, the Rhode Hailey Bieber skincare business can not only meet demand but also lead ahead of in current beauty trends.
Hailey Bieber considered Rhode’s explosive rise in a Vogue interview before the deal: “In my wildest dreams, it’s already gone beyond what I would have hoped for.”
Her enthusiasm now supports a strategy that might make Rhode a billion-dollar worldwide brand.
Beyond Her Business Role, Who Is Hailey Bieber?
Born Hailey Baldwin, Hailey Bieber is from a well-known Hollywood family. Actor Stephen Baldwin’s daughter is also the niece of actors Alec, William, and Daniel Baldwin. She wed pop sensation Justin Bieber in 2018; the pair welcomed their first child in 2024.
Although Rhode’s popularity surely attracted early interest, the brand’s ongoing expansion indicates that it is on its own. Hailey has shown herself to be far more than just a well-known face. She is a hands-on entrepreneur with a clear vision and the discipline to create a brand appealing to a worldwide market.
The success of the Hailey Bieber skincare brand, Rhode, is about execution, trust, and actual product results, not only name awareness.
