Hailey Bieber built Rhode by starting with a tightly edited skincare line, extending it into color cosmetics, and widening where customers could buy it. The brand launched in June 2022; e.l.f. Beauty announced an agreement to acquire it in May 2025, and the acquisition closed that August. Sephora launches followed in North America and the U.K., with European availability announced for September 30, 2026.
Rhode began with a focused skincare range
Rhode launched in June 2022 with what e.l.f. Beauty later described as an edited skincare assortment. That gave the company a clear starting point: a compact range built around everyday skincare rather than a broad catalog spanning every beauty category.
The brand’s own description emphasizes science, formulation, daily routines and skin-barrier-focused formulas. Those are Rhode’s stated product principles, not independent proof of clinical outcomes or evidence that its products outperform alternatives. Its Peptide Lip Treatment is one named product associated with the line.
That focused beginning did not remain the whole business. e.l.f. says Rhode later expanded into color cosmetics; the Sephora assortment it described includes skincare and blush, as well as newer bronzing and highlighting products. The progression broadened the brand from skincare into makeup while keeping the categories connected to a daily beauty routine.
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Hailey Bieber’s role combined founder identity and product direction
e.l.f. identified Hailey Rhode Bieber as Rhode’s founder, chief creative officer and head of innovation in its September 2025 retail announcement. Those company-stated roles point to a founder-led brand whose public identity and product direction are closely associated with Bieber. They do not, on their own, establish that any particular campaign, trend or social-media tactic caused the company’s growth.
In the same announcement, Bieber described the retail expansion as a way to reach customers through their preferred shopping channel: “My goal since day one has been to bring rhode to as many people as possible, however they prefer to shop, whether that’s online or in-person.”
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What Rhode’s reported growth figures do—and do not—show
When e.l.f. announced its acquisition agreement on May 28, 2025, it reported Rhode net sales of $212 million for the twelve months ended March 31, 2025. This is a company-reported figure for that specific trailing twelve-month period, not a current annual run rate. e.l.f. also said Rhode more than doubled its consumer base over the preceding year, but did not publish an absolute consumer count in that announcement.
The figures establish that Rhode had reached substantial reported sales before the deal. They do not explain how much growth came from any one product, marketing channel, customer group or retail strategy; the cited announcement provides no breakdown that would support those conclusions.
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e.l.f. agreed to acquire Rhode in 2025
e.l.f. announced a definitive agreement to acquire Rhode for a headline value of up to $1 billion. Its May 2025 announcement described $800 million at closing and a possible additional $200 million tied to future growth. The full potential amount should not be mistaken for cash paid at closing: the additional amount depended on future performance.
An SEC filing records that the acquisition closed on August 5, 2025, and that Rhode became a wholly owned subsidiary of e.l.f. Beauty. The deal brought Rhode into a larger beauty company while leaving it identifiable as a distinct brand.
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Retail expanded from direct shopping to Sephora
Rhode’s documented retail expansion happened in stages. e.l.f. announced Sephora launches across the United States, Canada and the United Kingdom in September 2025. On August 31, 2026, e.l.f. announced European Sephora availability beginning September 30, 2026. The exact selection and availability depend on market and launch date; the announcement describes skincare, blush, and newer bronzing and highlighting products as part of the assortment.
That expansion added physical retail and Sephora’s online channel to Rhode’s direct-to-consumer presence. It fits Bieber’s stated goal of letting customers choose how to shop, but the available company announcements do not quantify the sales impact of Sephora or establish that retail expansion alone drove Rhode’s reported growth.
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Rhode’s growth story, in sequence
| Date | What happened |
|---|---|
| June 2022 | Rhode launched with an edited skincare range, according to e.l.f. Beauty. |
| May 28, 2025 | e.l.f. announced a definitive acquisition agreement: $800 million at closing and a possible $200 million tied to future growth, for a headline value of up to $1 billion. |
| August 5, 2025 | The acquisition closed; an SEC filing identifies Rhode as a wholly owned e.l.f. Beauty subsidiary. |
| September 2025 | e.l.f. announced Sephora launches in the United States, Canada and the United Kingdom. |
| September 30, 2026 | European Sephora availability was announced to begin, with market-specific availability. |
What the public record supports about how Bieber built Rhode
The documented strategy is a sequence rather than a single growth trick: begin with an edited skincare offer, extend into adjacent makeup categories, then broaden shopping access through Sephora while operating within e.l.f. Beauty after the acquisition. Bieber’s named leadership roles and stated aim of expanding shopping options help explain the brand’s founder-led positioning. The cited company and regulatory records do not establish that a single trend, audience segment or marketing tactic caused Rhode’s success.
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