Rhode (brand)
| Company type | Subsidiary |
|---|---|
| Founded | 2022 |
| Founders | |
| Headquarters | Beverly Hills, California, United States |
Area served | Worldwide |
Key people | Nick Vlahos (CEO) Hailey Bieber (CCO) Lauren Ratner (President and CBO)[1] |
| Products | Cosmetics Skin care |
| Revenue |
|
| Parent | e.l.f. Beauty, Inc. |
| Website | www |
HRBeauty LLC, d.b.a. rhode (stylized in all lowercase), is an American skincare brand founded by model and entrepreneur Hailey Bieber in 2022. It is based in Los Angeles, California.[2]
Originally launched offering three products, Rhode's product line has since grown to include facial cleansers, lotions, lip balms and blushes.[3] It was acquired by e.l.f. Beauty in May 2025 in a US$1 billion deal.[4]
History
[edit]In 2019, Hailey Rhode Bieber began conceptualizing a cosmetics brand and filed to trademark "Bieber Beauty". It was rejected, as her husband Justin Bieber had already trademarked the name in 2010.[5]
Bieber later launched rhode skin on June 15, 2022, with Lauren and Michael D. Ratner, naming the company after Bieber's middle name.[6][7] Rhode was funded primarily by Bieber, with investment firm One Luxury Group as a strategic partner.[2]
Its core products at launch included the Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment.[8] Within 11 days, Rhode had achieved $10 million in sales.[9]
One week following the launch, a fashion brand named Rhode co-founded by Purna Khatau and Phoebe Vickers filed a trademark infringement claim against Bieber, claiming her use of the name caused consumer confusion.[10] A judge denied the motion "for a preliminary injunction without prejudice."[11]
In May 2025, Rhode announced it would be acquired by e.l.f. in a deal that consists of $800 million in cash and stock, with an additional $200 million based on future sales. The deal is expected to close later in 2025.[12]
References
[edit]- ^ "e.l.f. Beauty Announces Definitive Agreement to Acquire rhode in $1 Billion Deal". investor.elfbeauty.com. Retrieved 2025-05-31.
- ^ a b Chitrakorn, Kati (2023-03-22). "Hailey Bieber's beauty brand Rhode plots global expansion". Vogue Business. Retrieved 2025-05-31.
- ^ Decker, Megan (26 January 2024). "An Honest Ranking Of Hailey Bieber's Rhode Products". Refinery29. Retrieved 2025-05-31.
- ^ Garcia, Sandra E. (2025-05-29). "Rhode, Hailey Bieber's Beauty Brand, Sells in Billion-Dollar Deal". The New York Times. ISSN 0362-4331. Retrieved 2025-05-31.
- ^ Rearick, Lauren (2019-06-23). "Justin and Hailey Bieber Had the Same Idea for a Beauty Line". Teen Vogue. Retrieved 2025-05-31.
- ^ Dall'Asen, Nicola (2022-06-15). "Hailey Bieber's Rhode Products Are Boring — Exactly Like She Wanted Them to Be". Allure. Retrieved 2025-05-31.
- ^ McEvoy, Jemima (30 May 2025). "Hailey Bieber's $1 Billion Rhode Deal: Here Are 26 Others Who Made A Fortune In Beauty". Forbes. Retrieved 2025-05-31.
- ^ Scott, Nateisha (2025-05-21). "The Rhode to Sephora". Vogue. Retrieved 2025-05-31.
- ^ Manso, James (2023-12-04). "Hailey Bieber's Rhode Names Lauren Ratner President, Chief Brand Officer". WWD. Retrieved 2025-05-31.
- ^ Kirkpatrick, Emily (2022-07-26). "Judge Rules Hailey Bieber Can Continue Promoting Rhode Skin-Care Line Amid Trademark Infringement Lawsuit". Vanity Fair. Retrieved 2025-05-31.
- ^ Heller, Corinne (2022-07-23). "Hailey Bieber Scores a Legal Victory in Rhode Skincare Trademark Case". E! Online. Retrieved 2025-05-31.
- ^ Maruf, Ramishah (2025-05-28). "Hailey Bieber's beauty brand rhode just sold to e.l.f. for $1 billion | CNN Business". CNN. Retrieved 2025-05-31.