Hailey Bieber's Rhode Achieves $1 Billion Acquisition in Just Three Years

Before launching Rhode on June 15, 2022, Bieber was already influencing beauty trends on social media, expressing frustrations about finding suitable skincare products that were both effective and uncomplicated. Her vision for Rhode was to create a brand centered around essential, intentional skincare products at accessible prices, responding to the crowded beauty landscape.

Rhode was developed over several years with a focused approach, led by Bieber alongside partners Michael and Lauren Ratner. By retaining control through initial funding primarily from Bieber and select investors, the team aimed for a precise market entry rather than rapid expansion.

The brand debuted with three key products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment, each priced starting at $16. Rhode generated $10 million in sales within its first 11 days, indicating a demand beyond Bieber's fame. Despite an initial trademark dispute with a fashion brand sharing its name, operations continued smoothly until the case was resolved in 2024.

The Peptide Glazing Fluid became a standout product, leading to a waitlist of over 100,000 customers, while the Peptide Lip Treatment closely approached one million unit sales within its first year. Rhodes' strategic restraint in expanding its product line contributed to its growing popularity.

Rhode's marketing approach has played a significant role in its success. The brand adopted a clean, clinical aesthetic that resonates with consumers, promoting product launches as cultural events. High-profile campaigns and the involvement of ambassadors like Claudia Schiffer have helped bridge traditional beauty with digital culture. Bieber's active role in marketing has further reinforced brand authenticity.

In 2023, Lauren Ratner was named President and Chief Brand Officer, followed in 2024 by the appointment of Nick Vlahos as CEO, positioning Rhode for traditional operational growth. The brand expanded internationally, launching in Canada and the UK, and partnered with Sephora for retail distribution in September 2025. Following this move, Rhode generated over $10 million in retail sales within the first two days of the partnership.

As of March 2025, Rhode reported $212 million in net sales, solidifying its status as a significant player in the industry. By August 2025, after the acquisition, Bieber transitioned to Chief Creative Officer and Head of Innovation while also providing strategic advice to e.l.f. Beauty.

The continued growth of Rhode, with a debut in Australia and New Zealand in February 2026 and a planned expansion into European markets, highlights its unique approach to beauty branding. Rhode's success signifies a changing landscape in the beauty industry, where intentional product offerings and steady growth have redefined expectations for founder-led brands.