Hailey Bieber

Hailey Bieber founded Rhode in 2022 with a co-founding team, building the brand around a minimalist, clean, clinically-backed skincare ethos.

Rhode generated $212M in net sales in its most recent fiscal year from just ten products — a tight catalogue that became a case study in cultural reach over assortment depth.

In May 2025, e.l.f. Beauty acquired Rhode in a deal valued at up to $1B ($800M cash and stock plus $200M performance earnouts) — the largest acquisition in e.l.f.'s history. Bieber remains as Chief Creative Officer and Head of Innovation.

October 2025 saw Rhode's first category expansion under e.l.f. ownership: Peptide Eye Prep, a cooling hydrogel patch with caffeine, tetrapeptide, sodium PCA, and glycerin.

Rhode's positioning is deliberately narrow: minimalist, clinically-backed, fragrance-free, dermatologist-tested formulations across a small SKU set.

The acquisition outcome — billion-dollar valuation from ten products — has been widely discussed as a model for cultural-IP-led clean beauty.