Hailey Bieber’s billion-dollar beauty brand, Rhode, has kicked off an extraordinary year with a bang. Following its eye-catching acquisition by E.l.f. Beauty for a whopping $1 billion, Rhode is on the verge of unveiling its collaboration with Sephora—one of the most eagerly anticipated partnerships in the beauty industry. Just three years after co-founding and launching the brand in 2022, Bieber is enhancing what she calls “the world of Rhode,” striving to reach consumers through channels beyond their successful social media presence and website.
Bieber is adamant about staying true to her vision, emphasizing the importance of intuition over industry trends. “Since we launched Rhode, I’ve trusted my gut,” she shared. This philosophy has been pivotal in creating a brand identity that feels innovative and distinct even amid a saturated market. With the upcoming Sephora launch, Rhode products will be featured prominently across U.S. and Canadian stores, reinforcing the unique aesthetic that fans have come to adore. The brand’s chic, Rhode-gray design will catch the eye, ensuring that consumers immediately recognize the products as Rhode.
According to Priya Venkatesh, Sephora’s global chief merchandising officer, partnering with Rhode marks an exciting milestone for the retail giant. The brand has disrupted the skincare landscape with an essential product lineup, generating unprecedented demand in a competitive market. The collaboration has already created buzz, with over 2 million searches for Rhode on Sephora’s website, making it poised to be the largest launch in the retailer’s North American history.
In maintaining this momentum, Lauren Ratner, Rhode’s co-founder and president, emphasized the brand’s focus on expanding a product portfolio that prioritizes performance and customer feedback. Recently, Rhode celebrated a significant revenue milestone during a summer event in Majorca, Spain. The brand not only introduced new products like the Lemontini Peptide Lip Tint but also drew record impressions and sales, capturing the imagination of consumers across seven new countries.
The demand for Rhode is clear, as past activations have demonstrated successes that validate their strategy. Past pop-ups in markets like New York have yielded invaluable insights into customer preferences, demonstrating the urgency for in-person experiences. Ratner confirmed they will incorporate this immersive brand experience into Sephora, introducing beloved products like the Jelly Bean and Strawberry Glaze lip colors into the lineup. These strategic moves aim to make Rhode a core offering within Sephora’s heart.
Bieber’s acquisition and continued growth signal a crucial evolution for both Rhode and E.l.f. Beauty. Under the leadership of CEO Tarang Amin, E.l.f. aims to leverage its deep retail expertise to enhance Rhode’s market presence. The partnership seeks to break traditional retail molds, allowing Rhode’s unique aesthetic to flourish. With more distribution channels and the backing of a seasoned parent company, Bieber expressed her excitement and ambition to fully immerse herself in this next stage of retail.
In this dynamic landscape, Hailey Bieber shows no signs of slowing down. The acquisition has reignited her passion, fueling a new wave of ideas and ambitions for Rhode. She emphasizes her commitment to enhancing the brand’s visibility and product offerings, aiming to propel Rhode to even greater heights in the competitive beauty sphere. With the launch at Sephora and the backing of a billion-dollar valuation, the world of Rhode is just getting started, and Bieber is undoubtedly ready to take bold strides into the future.
