Hailey Bieber's Rhode Beauty Brand Explained

Hailey Bieber turned Rhode into one of beauty's biggest success stories — a billion-dollar brand fueled by viral products, nonstop demand, and a rise that’s just as compelling as the skincare itself.

Not every entrepreneur can turn a young beauty startup into a billion-dollar success story — but Hailey Bieber did exactly that. When she sold Rhode to E.L.F. Beauty for a staggering $1 billion, the deal cemented her place among the most influential celebrity founders in the beauty world.

A Brand Built on Simplicity and Social Power

Launched in 2022, Rhode quickly became a viral sensation, fueled in part by Bieber's already massive visibility and her carefully curated aesthetic that millions follow online.

However, Rhode wasn't created to be just another celebrity-driven product line. Bieber envisioned a brand rooted in wellness, minimalism, and quality, offering a streamlined selection of only ten products that delivered on performance and promised a clean, understated approach to beauty.

Despite the modest lineup, Rhode's toners, moisturizers, and particularly its lip treatments rapidly became internet obsessions. Products routinely sold out upon restock, turning the brand into one of the most in-demand names in skincare.

From Cult Following to Billion-Dollar Acquisition

The brand's meteoric rise caught the attention of E.L.F. Beauty, which ultimately acquired Rhode for $1 billion. The strategic partnership gives Rhode the infrastructure and global reach it lacked as a smaller startup — all while keeping the original team intact. Bieber remains chief creative officer, and her co-founders continue to run daily operations.

In her announcement, Bieber emphasized her long-term vision, saying "the most important thing to me is to keep bringing Rhode to more spaces, places, and faces globally." With E.L.F.'s backing, that vision became more achievable than ever.

Rhode Hits Sephora With Frenzy-Level Demand

September 2025 marked a major milestone: Rhode's debut in Sephora stores across the U.S. and Canada. Anticipation was so intense that crowds began lining up before doors opened — and in some cities, fans even camped out overnight.

Tarang Amin, CEO of E.L.F. Beauty, remarked that he'd never seen a brand launch where customers waited in line for hours even without a scheduled celebrity appearance. The momentum proved Rhode wasn't just a social media trend — it was a beauty movement with staying power.

The Products People Can't Stop Talking About

Among Rhode's standout hits is its viral peptide lip treatment, which became a staple in beauty routines and TikTok GRWMs everywhere. The brand even introduced a phone-case attachment to keep the lip treatment within reach, blending function with the ultra-trendy.

Another favorite is the brand's pocket blush, a product beauty enthusiasts rave about. These products helped Rhode carve out a niche in a crowded market — simple, effective, and always camera-ready.

Following in the Footsteps of Celebrity Beauty Moguls

Bieber's move mirrors the strategies of other celebrity founders who struck massive deals without relinquishing creative influence. Rihanna partnered with LVMH to build Fenty Beauty into a global force, while Kylie Jenner sold a 51% stake in Kylie Cosmetics to Coty — all while maintaining the star power that fuels their brands' direction.

The Future of Rhode

With a billion-dollar valuation, a cult fan base, and Bieber still steering the brand's creative identity, Rhode's next era is just beginning. Its partnership with E.L.F. promises global expansion and even more product innovation — all while maintaining the clean, modern identity that made Rhode a viral sensation in the first place.

Hailey Bieber didn't just launch a beauty brand. She built a phenomenon — and now, with one of the beauty industry's biggest companies behind her, Rhode is poised for an even brighter, glossier future.