Hailey Bieber, founder of the rapidly successful beauty brand Rhode, shares her journey from model to beauty mogul. She emphasizes Rhode's vision of creating an emotional connection with customers, aiming to evolve into a lifestyle brand beyond just skincare. Bieber discusses the strategic partnerships that bolstered growth, including an impressive retail collaboration with Sephora. With a focus on authenticity and community, she expresses her ambition for Rhode to become a legacy brand in the beauty industry.
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insights INSIGHT
Rhode As Lifestyle Brand
Hailey Bieber sees Rhode as more than a skincare brand; it's a whole lifestyle and world to engage people emotionally.
She aims for Rhode to be a legacy brand with cultural relevance beyond just beauty products.
question_answer ANECDOTE
Pandemic Sparked Rhode Vision
During the pandemic in 2020, Hailey Bieber crystallized her vision for Rhode with co-founders Michael and Lauren Ratner.
She focused on curated, essential skincare inspired by her own life and the concept of a "skincare wardrobe."
volunteer_activism ADVICE
Reject Industry Norms For Control
Avoid traditional beauty incubators if you want control; Hailey put her own money to ensure majority ownership.
Building a close-knit team with a fresh perspective enabled Rhode's organic and curated growth.
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When Hailey Bieber launched her beauty and skincare brand Rhode in 2022, it quickly built a loyal customer base and achieved rapid commercial success. By early 2025, Rhode had generated $212 million in net sales and, in May, was acquired by E.l.f. Beauty in a landmark $1 billion deal.
“Rhode is not just about the product; it's the whole entire world of Rhode. I want people to feel something when they get the products. When they use it, I want them to feel that they are a part of something,” Bieber shared at The Business of Beauty Global Forum 2025. “I really do see us being a legacy brand. Rhode is going to go down as one of the greats.”
In her first public appearance since the acquisition, Bieber joins The Business of Beauty’s executive editor Priya Rao on stage at Stanly Ranch in Napa Valley, California, during The Business of Beauty Global Forum to reflect on her launching her brand, her approach to world building and her vision for the future of Rhode.
Key Insights:
Rhode is intentionally positioned as more than a skincare brand. “It’s not just about the product, it’s the whole entire world of Rhode,” Bieber said. She envisions the company evolving into a lifestyle brand with editorial flair and cultural relevance beyond just beauty. "I want people to feel something when they get the products, I want them to feel that they are a part of something."
Growing Rhode, Bieber rejected traditional beauty incubators and industry insiders in favour of building a close-knit team with a fresh perspective. “I knew I wanted to put my own money into it. I knew I always wanted to be the majority owner,” she said. The result was a brand that felt “super curated and tight” — an intentional strategy to maintain clarity and control.
The $1 billion sale to E.l.f. Beauty was not a quick decision. Bieber was deliberate about finding a partner that respected Rhode’s DNA. “Rhode is like my baby; I'm so precious about it. The idea of ever even considering [a sale] was a very big deal to me.” Bieber underscores the importance of personal connection and integrity in building a brand that resonates. “I am Rhode and Rhode is me,” she said, explaining that the brand’s tone, aesthetic and communication all reflect her own sensibilities. “That’s why I always say, Rhode is my world. It doesn't feel like a job to me.”
Rhode is a long game. “I really do see us being a legacy brand,” Bieber said. “Rhode’s going to go down as one of the greats.” Her goal is to build something that endures, rooted in authenticity and longevity rather than trend-chasing. “It’s not just about the product, it’s the whole entire world of Rhode."
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