Quick! Someone take Justin Bieber’s phone away from him before he ruins this. It’s a good day for Hailey Bieber and her skin-care brand, Rhode. The brand, which is a few weeks away from its third anniversary, was acquired by E.l.f. Beauty for $1 billion. It was founded in June 2022 (alongside Michael D. Ratner and Lauren Ratner) with three products: the Peptide Glazing Fluid, the Barrier Restore Cream, and one of the hero products, the Peptide Lip Treatment (Bieber later created a phone case for it, one of the most innovative beauty accessories). The brand quickly built a fan base, one that loves having skin that mimics a glazed doughnut, looking hydrated and glowing.
“In less than three years, going from zero to $212 million of net sales, direct-to-consumer only, with just 10 products — I would never believe that if somebody told me,” E.l.f. chairman and chief executive officer Tarang Amin told WWD. Throughout the past three years, Bieber has launched more hero products, such as the Glazing Milk, a lightweight essence that instantly leaves the skin luminous and protects the barrier. Even when she launched products that didn’t necessarily resonate, such as her blushes that didn’t show up well on darker skin tones, she tapped Black creatives to collaborate with her in the lab, allowing her to launch better products. Earlier this month, the brand announced its expansion into Sephora, its first retail partner, later this fall. Safe to say that Bieber is on a roll.
E.l.f. Beauty also owns e.l.f. Cosmetics, Alicia Keys’s Keys Soulcare, Naturium, and Well People. Bieber will stay on as Rhode’s chief creative officer and head of innovation, leading the marketing, creative, and product innovation. We’ve always said it, but this further proves that Rhode is and has always been more than just a celebrity beauty brand.