Rhode

Hailey Bieber sold ten products and a phone case, then sold the whole thing to e.l.f. Beauty for a billion dollars.

Small and new·Global·Founded 2022·Members

At a glance

Founded: Launched on 15 June 2022 with five products, a serum, a moisturiser and three lip balms.²⁹
Founded by: Hailey Bieber, with Michael D. Ratner and Lauren Ratner.¹
Home: Los Angeles.¹
Owned by: e.l.f. Beauty, which agreed in May 2025 to pay $1 billion, $800 million at closing and up to $200 million more over three years, and completed the purchase before its August earnings.¹⁴
What it sells: Curated skincare and hybrid makeup, including glazed skincare, the Peptide Lip line and blush.¹²
Size: Net sales of $390 million in the year to 31 March 2026, up 80 per cent, with global retail sales of about $500 million.⁶

How it got here

2018

1 of 3

In November, lawyers for Bieber approached the owners of an existing Rhode label and offered to buy their trademark registration, according to the complaint later filed against her.¹⁰

The Fashion Law: Hailey Bieber's Rhode Reaches Settlement in Trademark Dispute ↗

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Sources for what is above

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