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Yahoo
13-06-2025
- Business
- Yahoo
Hailey Bieber's Rhode Earned $20 Million in Media Exposure After E.l.f. Beauty Acquired the Brand for $1 Billion
The acquisition of Hailey Bieber's brand, Rhode, by E.l.f. Beauty drove $20 million in media impact value for the brand within just 48 hours, according to a new report from Launchmetrics. MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment. Announced on May 28, the $1 billion deal marked the biggest to date for E.l.f., but not its first founder-led acquisition. The beauty conglomerate acquired Susan Yara's Naturium in 2023 and Alicia Keys' Keys Soulcare in 2020. This was a key factor in Bieber's decision to sell to E.l.f., though the move as a whole wasn't a total surprise considering she'd hired JP Morgan and Moelis to explore options. More from WWD How Timothée Chalamet Popularized the 'Old Money Haircut' for Men With a Modern Spin on Timeless Elegance The 16 Best Hair Styling Tools, Tested and Reviewed by Editors Princess Beatrice's Royal Ascot Looks Through the Years: Favoring Florals in Zimmermann, Going Classic in Black-and-white Jonathan Simkhai and More 'They support founders, they want to help push the founders' vision and get behind them. That's where we are with Rhode, and I'm ready to get to the next place,' Bieber said of E.l.f. in an interview with WWD at the time. 'This is my baby, and to find a home for it is really not an easy process — it's very scary. When I met the E.l.f. team, we had a lot of similarities when it came to the importance of community and team building.' According to Launchmetrics, Rhode also succeeded with the recent release of its new campaign featuring 'Babygirl' star Harris Dickinson. The actor was named as Rhode's first male ambassador on Monday, signaling the company's move into the male skin care market. The campaign, which saw the 28-year-old actor pose in a series of achromatic photos with the brand's new Glazing Mist, generated $1.1 million in MIV within two days. 'I watched ['Babygirl'] and I thought it was so great. I knew for this campaign that I really, really wanted to use a male face. I'm just really a fan of his work and I just felt like there could be really good synergy between him and Rhode. I think that was definitely showcased in this campaign,' Bieber said. E.l.f. plans to expand Rhode internationally, starting with its official launch into Sephora stores and online in the U.S. and Canada this fall. 'More places, more faces,' said Bieber, who will be stepping into two new roles: chief creative officer and head of innovation. She will also be moving into the position of strategic adviser for E.l.f. Rhode joined the beauty lexicon in 2022 with a slim stock of just three products: Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment. Since then, the line has expanded to include wide shade ranges of cream pocket blushes and lip contours. At the end of 2024, Rhode was the top skin care brand by earned media value, jumping 367 percent from Gallery: Hailey Bieber's Style Evolution Through the Years Best of WWD Which Celebrity Brands Are Next for a Major Deal? Lady Gaga, Beyonce and More Possible Contenders for the Next Corporate Prize The Best Makeup Looks in Golden Globes History A Look Back at Golden Globes Best Makeup on the Red Carpet, From Megan Fox to Sophia Loren [PHOTOS]
Elle
09-06-2025
- Entertainment
- Elle
Harris Dickinson's Steamy Rhode Campaign Is So Babygirl
Every item on this page was chosen by an ELLE editor. We may earn commission on some of the items you choose to buy. Our favorite father figure is back. Babygirl actor and future Mr. Darcy Harris Dickinson is officially the first man to be a Rhode ambassador. Dickinson is the face of the brand's new Glazing Mist, which launched today. In the black-and-white photos, Dickinson is covered in beads of what looks like sweat, but is actually the beauty mist. It's only fitting that the first man to be paired with a Rhode product is famous for a scene involving milk. After all, Rhode's last skin care campaign, for the Glazing Milk, featured founder Hailey Bieber pouring the product on her like she's starring in a 'Got Milk?' commercial. Partnering with Dickinson is another brilliant marketing move from Bieber, who has collaborated with celebrities like Claudia Schiffer in the past. Rhode's Glazing Mist is an on-the go hack for instantly dewy skin, so you can channel Dickinson's steamy campaign at any time. The new mist is a super-fine spray that's packed with antioxidants and moisturizing ingredients. It has ectoin, a hero ingredient that draws water into your skin to hydrate; ceramides, which help repair the skin barrier; and magnolia extract, which works to clarify and soothe. The mist joins other cult-favorite products in the Rhode skin-care lineup, like the Glazing Milk and the Barrier Restore Cream. Rhode recently made headlines after being acquired by e.l.f. Beauty for $1 billion. Bieber is staying on as Rhode's chief creative officer and head of innovation—so don't worry, many more creative campaigns like this one are in the forecast. Rhode's Glazing Mist will be available to purchase on June 24 at 12 P.M. EST. In the meantime, don't mind us printing out these photos of Dickinson to hang on our walls.
Elle
30-05-2025
- Entertainment
- Elle
These Four Rhode Skin Products Are Actually Worth Your Money
Every item on this page was chosen by an ELLE editor. We may earn commission on some of the items you choose to buy. Welcome to Glam Room, where we put celeb-founded beauty brands to the test. As A-listers continue to launch new ranges, we're using our beauty editor expertise to sniff out which products from the line are worth the hype. Our latest contestant: Rhode Skin, created by Hailey Bieber. It's been more than two years since Hailey Bieber launched Rhode Skin and created the Peptide Lip Treatment, the lip balm that every celebrity now carries around in their bag, or better yet, on the back of their Rhode iPhone case. (Note: The launch of Rhode's Lip Case even made me want to upgrade my iPhone–I'm not immune to being influenced.) Along with it, Rhode launched other skin care products: a daily moisturizer called the Barrier Restore Cream, Pineapple Refresh, a cleanser, Barrier Butter cream, a moisturizier, and the Peptide Glazing Fluid, a hydrating serum. Since the brand's inception, it feels like Rhode has done the near-impossible, bypassing the celebrity-founded-beauty-brand pitfalls. People (not just influencers) seem to actually use this brand, re-purchasing their creams and glosses when they run out. For a while, the brand was in their 'everything is out of stock' era, where the products were nearly impossible to purchase. But now, Rhode products seemingly live in makeup bags and medicine cabinets everywhere. Even someone like me, who is always suspicious of celebrity-founded brands (see: this column), had high hopes when Rhode launched. This has less to do with Hailey Bieber's flawless skin and more to do with the fact that, over the years, I've noticed that she has good taste. Since I regularly zoom in on the background of celebrities' videos to spot the products that really live on their vanities, I knew that Bieber was a fan of an esthetician-founded brand called Biba Los Angeles, a personal favorite of mine that will endear me to almost anyone. Plus, with a team of formulators like Ron Robinson—a cosmetic chemist who founded the skin care brand Beautystat—behind Bieber, I was optimistic that Rhode wouldn't be a flop. The ethos of Rhode seems to follow in the footsteps of Glossier (a brand that, coincidentally or not, also launched with skin care and lip products before moving onto color cosmetics): Your skin but better. This year, Rhode sold for a nice sum of money to e.l.f. beauty and ventured more fully into the makeup world, launching a tinted version of their Peptide Lip Treatment, a contour lip pen, and a cream blush. Does the sheer number of glow-packed products exhaust and bewilder me? It sure does. That being said, months of testing revealed four products from Rhode's range that truly stood out. I never fully appreciated Rhode's Peptide Lip Treatment. It comes in many iterations—one unscented, three scented (caramel, watermelon, and vanilla, which are tragically all to0 sweet for me), four tinted versions, and a limited-edition glittery peppermint option that feels like rubbing bits of minty sand on my lips. As a hydrating lip balm, this product misses the mark for me on account of the sticky factor. However, I reached for it often to use as a clear lip gloss that pairs beautifully with a lip liner. Now, I too find myself fishing multiple versions out of my purse. (Rhode, please, make a Lip Case for those of us who haven't bought a new iPhone since 2020.) Milky toners that hydrate and help your skin retain water are all the rage these days. I actually believe that Rhode's version is a clear standout. It is incredibly soothing and hydrating, thanks to ceramides, and sinks into the skin while leaving behind an undeniable glow. This is also one of the products that I see people re-purchase the most as a primer for both skin care and makeup. I know I'm not alone in being impressed. It helps that the 4.7-ounce bottle sells for $30, which is a generous amount of product for the price. In my experience, it is well worth the money. After a month of twice-daily use, I feel like I've barely made a dent. I am a cream blush snob, but the first time I swiped on Rhode's Pocket Blush in the shade Toasted Teddy, I audibly said, 'Whoa,' to an audience of no one. The pigment makes an impact. It's creamy, can be worn on both lips and cheeks, and does an impressive job of lasting throughout the day. My one complaint? The packaging. The product itself is about half the bulk, and the rest is taken up by bulbous plastic (post-consumer recycled, but still.) Pocket? Yeah, right. The only pocket this fits into is in a pair of 2021 cargo pants. It makes zipping up my makeup bag a massive headache. But is the blush good enough that I'll get over it? Yup. I won't lie to you, when I first heard the news that Rhode was launching a thick cream, I was disappointed. Allow me to explain: Beyond the fact that I think the brand is reaching its hydration limit, as someone with acne-prone skin, my regular routine simply doesn't include slathering on a Murumuru seed butter that could clog my pores and cause breakouts. For the sake of science, I persisted in my testing. It is always a surprise and a delight when a product you expect to hate swoops in to collect the award. After the first week of testing, I fell deeply in love with the Barrier Butter. It's not just that I never once had a breakout while wearing it, it's also because it leaves a glow that lasts well into the next day. I actually believe that it has made my skin look better—healthier, brighter, and obviously, less dry. It reminded me of a product from Biba Los Angeles that Bieber herself has used in the past, a cult-favorite moisturizer called the Onerta Barrier Face Cream that celebs like Billie Eilish and Miley Cyrus have gushed about. The ingredients differ from Rhode's version, but the texture and barrier-repairing quality is very similar, and I wouldn't be surprised if Bieber took inspiration. The one big difference? Biba's version is $95 for 1.7 ounces, and Rhode's is $38 for a whopping 5 ounces. The gigantic bottle means that I don't feel the need to be sparing, and I now happily go to bed with a thick layer that my skin drinks up throughout the night. Have I accidentally reached for Rhode's Pineapple Refresh cleanser instead, since the two bottles look identical? I sure have. But I'll give Rhode a pass since my skin has never looked this glowy. I already have a second tube waiting for when I finally finish the first. Here's the thing about Rhode that I don't think all celebrity-founded brands can claim: I believe that Bieber truly cares about the quality of the products she puts out, and she genuinely uses the line herself. That in and of itself makes the brand a standout. I may not be obsessed with every single product, but none of them are flops (except for the glittery Peptide Lip Treatment, let's figure that out!). Overall, from the price points to the formulas, Rhode has done an excellent job creating a line that I believe could exist with or without Bieber's face in the campaigns—not that I want her perfect skin to vanish from my feed just yet. In the meantime, I will rock my glazed-donut glow and impatiently wait to see what Rhode creates next.
Yahoo
29-05-2025
- Business
- Yahoo
e.l.f. Beauty buys Hailey Bieber's Rhode skin-care brand for $1 billion
Model and entrepreneur Hailey Rhode Bieber came up with a billion-dollar idea—and now cosmetics giant e.l.f. Beauty is paying that sum to acquire it. On Wednesday, e.l.f. Beauty announced it would acquire the Rhode lifestyle brand founded by Bieber, paying $800 million in cash and stock payable at closing, plus an additional potential earnout of $200 million based on Rhode's growth over the next three years. Bieber, who is married to singer Justin Bieber and is the daughter of actor Stephen Baldwin, launched Rhode in 2022. 'Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally,' Bieber said in a statement. Rhode is a 'disruptor in the beauty space,' e.l.f. Beauty CFO Mandy Fields told Fortune. 'Hailey has built a brand that has gone from zero dollars to $212 million in less than three years.' Rhode, which focuses on makeup and skin care, has built a strong direct-to-consumer business. The brand launched with three core products—the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment—and has since expanded its offerings. The buzz on social media for Rhode is tangible, with more than 3 million followers on Instagram. Rhode generated $248 million in earned media value (EMV) in 2024, up approximately 366% year over year, according to CreatorIQ, an influencer marketing tool. Bieber's personal Instagram account has 54 million followers. Rhode's products are currently available on and plans are in the works to launch its first physical in-store partnership with Sephora across North America and the U.K. later this year. In the cosmetics world, Rhode is considered to be in the entry-level prestige category, while e.l.f. Beauty is more mass-market. Acquiring Rhode helps diversify e.l.f. Beauty's customer base, channels, and supply chain, Fields said. Rhode has production in the U.S., other parts of Asia, and Europe. 'We have a disciplined approach to M&A,' Fields explained. The company acquired the skin-care brand Naturium in 2023 for $355 million, doubling e.l.f. Beauty's presence in skin care. 'Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible,' e.l.f. Chairman and CEO Tarang Amin said in a statement. e.l.f. Beauty is a favorite brand among Gen Z and is gaining popularity with millennials and Gen X. Bieber is among its celebrity and influencer connections. The company has also collaborated with actress Jennifer Coolidge and singers Meghan Trainor, Alicia Keys, and Manuel Turizo. Bieber will continue as founder and will also serve as Rhode's chief creative officer and head of innovation, overseeing creative direction, product innovation, and marketing. 'I look forward to leading the brand into this exciting new chapter of possibilities alongside my cofounders Michael D. Ratner and Lauren Ratner,' she said. Earlier this year, Bieber tapped investment bankers at JPMorgan Chase and Moelis to find a buyer for the cosmetics brand, according to reports. Sales of celebrity-founded beauty brands surpassed $1 billion in 2023, representing 57.8% year-over-year growth—far outpacing the overall beauty industry's growth rate. This story was originally featured on
Yahoo
29-05-2025
- Business
- Yahoo
e.l.f. Beauty buys Hailey Bieber's Rhode skin-care brand for $1 billion
Model and entrepreneur Hailey Rhode Bieber came up with a billion-dollar idea—and now cosmetics giant e.l.f. Beauty is paying that sum to acquire it. On Wednesday, e.l.f. Beauty announced it would acquire the Rhode lifestyle brand founded by Bieber, paying $800 million in cash and stock payable at closing, plus an additional potential earnout of $200 million based on Rhode's growth over the next three years. Bieber, who is married to singer Justin Bieber and is the daughter of actor Stephen Baldwin, launched Rhode in 2022. 'Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally,' Bieber said in a statement. Rhode is a 'disruptor in the beauty space,' e.l.f. Beauty CFO Mandy Fields told Fortune. 'Hailey has built a brand that has gone from zero dollars to $212 million in less than three years.' Rhode, which focuses on makeup and skin care, has built a strong direct-to-consumer business. The brand launched with three core products—the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment—and has since expanded its offerings. The buzz on social media for Rhode is tangible, with more than 3 million followers on Instagram. Rhode generated $248 million in earned media value (EMV) in 2024, up approximately 366% year over year, according to CreatorIQ, an influencer marketing tool. Bieber's personal Instagram account has 54 million followers. Rhode's products are currently available on and plans are in the works to launch its first physical in-store partnership with Sephora across North America and the U.K. later this year. In the cosmetics world, Rhode is considered to be in the entry-level prestige category, while e.l.f. Beauty is more mass-market. Acquiring Rhode helps diversify e.l.f. Beauty's customer base, channels, and supply chain, Fields said. Rhode has production in the U.S., other parts of Asia, and Europe. 'We have a disciplined approach to M&A,' Fields explained. The company acquired the skin-care brand Naturium in 2023 for $355 million, doubling e.l.f. Beauty's presence in skin care. 'Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible,' e.l.f. Chairman and CEO Tarang Amin said in a statement. e.l.f. Beauty is a favorite brand among Gen Z and is gaining popularity with millennials and Gen X. Bieber is among its celebrity and influencer connections. The company has also collaborated with actress Jennifer Coolidge and singers Meghan Trainor, Alicia Keys, and Manuel Turizo. Bieber will continue as founder and will also serve as Rhode's chief creative officer and head of innovation, overseeing creative direction, product innovation, and marketing. 'I look forward to leading the brand into this exciting new chapter of possibilities alongside my cofounders Michael D. Ratner and Lauren Ratner,' she said. Earlier this year, Bieber tapped investment bankers at JPMorgan Chase and Moelis to find a buyer for the cosmetics brand, according to reports. Sales of celebrity-founded beauty brands surpassed $1 billion in 2023, representing 57.8% year-over-year growth—far outpacing the overall beauty industry's growth rate. This story was originally featured on Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
