Rhode's Billion-Dollar Leap: A Modern Masterclass in Beauty Branding

In an industry teeming with celebrity-led brands, few managed to cut through the noise with the precision and poise of Rhode. Founded by Hailey Bieber in 2022, the brand swiftly captured the attention of a new generation of skincare loyalists. In May 2025, Rhode reached a milestone that rewrote the rules of modern beauty marketing: a $1 billion acquisition by e.l.f. Beauty.

This move stood far beyond a financial transaction. It marked a seismic moment that revealed how deeply a brand could root itself in culture, community, and commerce within just three years.

Rhode avoided the typical influencer-brand playbook. From its inception, the brand followed an intentional path. The identity—minimal, clinical, and aspirational—reflected Hailey Bieber’s personal aesthetic. Packaging appeared editorial. Campaigns were often more visualised on mood boards than on shelves. Social media chose to speak softly, echoing the rhythms of its audience.

Product development focused on meticulous curation rather than excess. The Peptide Glazing Fluid became more than a bestseller; it evolved into a status symbol. Rhode offered more than products—it became part of a ritual.

e.l.f. Beauty observed this momentum early. Their own rise followed sharp digital instincts and high-value propositions. Acquiring Rhode added more than a premium feather to their cap—it opened the door to an ultra-engaged, high-trust consumer base. This reflected synergy, not assimilation.

The Rhode-e.l.f. The deal provided more than a case study in valuation. It exposed essential truths about the current era of brand building:

• Niche proved decisive: Rhode focused on a specific, deeply invested audience. This focus allowed the brand to scale influence, not just reach.
  
  
• Founders became brands: Hailey Bieber’s consistency—her tone, her style, her digital presence—blurred the line between individual and product. Consumers aligned with her, and by extension, with Rhode.
  
  
• Aesthetics served as a strategy: The visual minimalism extended beyond branding. It influenced how customers felt about their routines, their image, and their identity.
  
  
• Partnerships scaled belief: e.l.f. Acquired more than the inventory. It stepped into a belief system. And it preserved it.
  
  

Rhode’s billion-dollar acquisition signalled a shift, not just in business strategy but in the cultural capital of branding. It validated that clarity of vision, precision in audience, and alignment with human emotion could accomplish in three years what legacy brands chase over decades.

The message extended far beyond skincare. In a world of hyper-competition and noise, the brands that operated with intention, coherence, and emotional intelligence continued to endure.

Rhode never existed merely to be sold. It was created to resonate. That is exactly why it found value.