Hailey Bieber’s skin care logo, Rhode, has made headlines in 2025 with its acquisition by way of means of e.l.f. Beauty for $1 billion. Launched in 2022, Rhode quickly won a reputation for its minimalist, powerful products and robust social media presence. The logo’s fulfillment is attributed to Bieber’s hands-on involvement, strategic advertising, and dedication to quality.
Introduction
In the ever-evolving splendor enterprise, superstar-based manufacturers have emerged as a large force. Among them, Hailey Bieber’s Rhode stands proud for its speedy ascent and giant impact. As of 2025, Rhode’s acquisition via way of means of e.l.f. Beauty for $1 billion marks a milestone now no longer only for Bieber however for the enterprise at large. This article delves into Rhode’s journey, the information of the purchase, and the logo’s destiny trajectory.
The Rise of Rhode
Launch and Early Success
Rhode became released in June 2022 via the means of Hailey Bieber, aiming to provide high-quality, inexpensive skin care products. The logo’s debut product, the Peptide Glazing Fluid, became an immediate hit, with a 100,000-man or woman waitlist and 36 devices bought each 2nd all through restocks .
Brand Philosophy
Rhode’s philosophy focuses on simplicity and efficacy. Bieber’s “one in every of the entirety surely good” technique emphasizes a minimalist skin care ordinary with products that supply seen results. This method resonated with clients searching for straightforward, powerful skin care solutions.
The $1 Billion Acquisition via way of means of e.l.f. Beauty
Deal Structure
In May 2025, e.l.f. Beauty introduced its acquisition of Rhode for $1 billion. The deal includes $600 million in cash, $200 million in e.l.f. stock, and an additional $200 million contingent on Rhode’s overall performance over the following 3 years .
Strategic Implications
The acquisition permits e.l.f. Beauty to faucet into Rhode’s robust logo identification and dependable consumer base. For Rhode, the partnership presents assets for worldwide growth and product improvement, aligning with Bieber’s imaginative and prescient for the logo’s boom.
Hailey Bieber’s Role Post-Acquisition
Despite the purchase, Hailey Bieber stays deeply concerned with Rhode. She remains as Chief Creative Officer and Head of Innovation, overseeing product improvement and logo method. Additionally, she serves as a strategic consultant to e.l.f. Beauty, making sure Rhode’s center values and imaginative and prescient are maintained .
Rhode’s Product Line and Philosophy
Core Products
Rhode’s product lineup includes:
Peptide Glazing Fluid: A hydrating serum that imparts a dewy glow.
Barrier Restore Cream: A moisturizer designed to bolster the pores and skin barrier.
Peptide Lip Treatment: A nourishing lip balm to be had in numerous tints.
These products replicate the logo’s dedication to simplicity, quality, and affordability.
Product Development Approach
Bieber’s hands-on involvement guarantees that every product aligns with the logo’s philosophy. The awareness is on growing necessities that cater to a large audience, emphasizing efficacy and consumer enjoyment.
Marketing Strategies and Social Media Influence
Leveraging Social Media
Rhode’s advertising method closely is predicated on social media structures like Instagram, TikTok, and YouTube. Bieber’s non-public influence, mixed with collaborations with influencers, has amplified the logo’s attainment and engagement .
Video Content and Tutorials
The logo makes use of video content material to illustrate product utilization and benefits, fostering a deeper reference to clients. This technique caters to the alternatives of Gen Z and Millennials, who regularly are trying to find visible content material while exploring new products.
Global Expansion Plans
Post-acquisition, Rhode plans to enlarge its presence in worldwide markets. The logo aims to go into retail areas in North America and the U.K. through partnerships with outlets like Sephora . This pass aligns with the logo’s intention to make its products extra on hand globally.
Challenges and Criticisms
Customer Feedback
Despite its fulfillment, Rhode has confronted grievances from clients concerning product availability and quality. Issues which include not on time product restocks and issues over product overall performance had been raised on structures like Reddit .
Legal Challenges
In 2022, Rhode confronted a hallmark infringement lawsuit from a style logo with the equal name. The dispute was eventually resolved, permitting Bieber’s logo to preserve the use of the “Rhode” name .
Rhode’s Impact at the Beauty Industry
Setting New Standards
Rhode’s speedy boom and giant acquisition have set new benchmarks for superstar-based splendor manufacturers. The logo’s emphasis on quality, affordability, and authenticity has resonated with clients, influencing enterprise trends.
Emphasis on Sustainability
Rhode has additionally prioritized sustainability, the use of recycled packaging substances and helping social tasks through the Rhode Futures Foundation. This dedication displays the developing purchaser’s call for environmentally accountable manufacturers .
Practical Tips for Aspiring Beauty Entrepreneurs
Authenticity Matters: Ensure your logo displays true values and a clean mission.
Engage with Your Audience: Utilize social media to hook up with clients and collect comments.
Focus on Quality: Prioritize product efficacy and consumers enjoy to construct trust.
Adapt and Evolve: Be open to comments and inclined to make essential changes.
Plan for Growth: Develop techniques for scaling your enterprise at the same time as keeping logo integrity.
Who is Elf owned by way of means of?
e.l.f. Cosmetics is owned by means of e.l.f. Beauty, Inc., a publicly traded business enterprise indexed at the New York Stock Exchange below the ticker image ELF. Established in 2004, e.l.f. Beauty has accelerated its portfolio to consist of numerous splendor manufacturers, which includes e.l.f. SKIN, Keys Soulcare, Naturium, and Well People.
The possession of e.l.f. Beauty is more often than not held by way of means of institutional investors. As of new reports, main shareholders consist of Baillie Gifford & Co., Vanguard Fiduciary Trust Co., and BlackRock Advisors LLC.
Final Thoughts
Hailey Bieber’s Rhode has emerged as an impressive participant in the splendor enterprise, combining authenticity, quality, and strategic boom. The brand’s $1 billion acquisition by e.l.f. Beauty underscores its success and potential for further expansion. As Rhode continues to evolve, it serves as an inspiring example for aspiring entrepreneurs and a testament to the power of genuine brand-building.
FAQs
Will Rhode’s products be to be had in physical stores?
Yes, following the purchase via way of means of e.l.f. Beauty, Rhode plans to enlarge into retail areas, which includes Sephora places in North America and the U.K.
How does Rhode cope with sustainability?
Rhode makes use of recycled packaging substances and helps social tasks, demonstrating a dedication to environmental and social responsibility.
What units are Rhode other than different superstar splendor manufacturers?
Rhode distinguishes itself through its minimalist product line, emphasis on quality, and Bieber’s lively involvement in all factors of the logo.
Is Hailey Bieber nevertheless concerned with Rhode after the purchase?
Absolutely. Hailey Bieber continues to function as Chief Creative Officer and Head of Innovation, gambling a pivotal function in the logo’s direction.
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