In a world where overnight success is rare and lasting impact even rarer, Hailey Bieber has written her own fairytale with Rhode.
Just three years after its launch, the beloved skincare brand has been acquired by e.l.f. Beauty in a deal reportedly worth $1 billion – a testament to vision and the power of dreaming big.
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Rhode began as a humble passion project in June 2022, with just five carefully crafted products. But from the very start, it was clear this was more than just another celebrity beauty line. With its minimalist approach and heartfelt connection to Hailey’s own skincare philosophy, Rhode quickly became a favorite among beauty lovers. The Peptide Lip Treatment, the viral Pocket Blush, and even the clever phone case that doubled as a lip tint holder – each product felt personal, intentional, and irresistibly charming.
The billion-dollar acquisition is a celebration of what happens when authenticity meets innovation. e.l.f. Beauty, a powerhouse in its own right, saw something special in Rhode, a brand that resonated deeply with a new generation of beauty enthusiasts. The deal includes $800 million upfront, with an additional $200 million tied to Rhode’s future growth.
But for Hailey, this isn’t the end of the journey. She will stay on as Founder, Chief Creative Officer, and Head of Innovation, ensuring Rhode’s soul remains intact even as it reaches new heights.
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“I always had big dreams for the company,” Hailey shared in an Instagram post. “I’ve found a like-minded partner in e.l.f. that believes in bold ideas and innovation just like I do.”
What makes Rhode’s story so inspiring is how it defied the odds. In an industry where celebrity brands often fade as quickly as they appear, Rhode thrived by staying true to its roots. It never chased trends or over-expanded. Instead, it focused on doing a few things exceptionally well – and customers responded with unwavering loyalty.
For Hailey Bieber, it’s proof that with heart, hard work, and a little bit of glittering ambition, dreams really can come true. And for the rest of us, it’s a reminder that the most beautiful successes often start with a simple idea, and a whole lot of love.
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Images & Feature Image: @haileybieber
