Hailey Bieber built Rhode by starting with a compact skincare range, extending it into color cosmetics and widening where customers could shop. The company’s growth attracted e.l.f. Beauty, which announced an acquisition agreement in 2025 and completed the purchase that August. Rhode’s growth figures and product positioning are company-reported; they do not establish that any single trend or marketing tactic caused its success.
How Rhode began: a focused skincare range
Rhode launched in June 2022 with an edited skincare assortment, according to e.l.f. Beauty’s September 2025 retail announcement. Rather than begin as a broad beauty catalog, the brand established its identity around a smaller range of skin-focused products and everyday routines.
Rhode describes its approach as centered on science, formulation, daily use and skin-barrier-focused formulas. Those are the brand’s stated priorities, not independent proof of clinical outcomes or superiority over other products. The company’s about page sets out that positioning. Its product presentation identifies the Peptide Lip Treatment as one of its named offerings.
How the product range expanded
Rhode later moved beyond skincare into color cosmetics. By the time of e.l.f.’s 2026 European retail announcement, the Sephora assortment was described as including skincare, blush and newer bronzing and highlighting products. The shift added makeup categories while keeping the brand’s skincare roots visible; the available company announcements do not provide comparative efficacy data that would support ranking products against competitors.
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| Product focus | Examples established in company announcements | What the evidence supports |
|---|---|---|
| Skincare and lip care | Edited skincare range; Peptide Lip Treatment | Rhode launched with skincare and officially presents the named lip product. |
| Color cosmetics | Blush, bronzing and highlighting products | e.l.f.’s 2026 announcement describes these categories in Rhode’s Sephora assortment. |
The category and assortment available to a shopper can vary by market and launch date. The announcements establish a product expansion, not that every item is stocked everywhere.
What the reported growth figures mean
In May 2025, e.l.f. Beauty said Rhode recorded $212 million in net sales for the twelve months ended March 31, 2025. That is a company-reported figure for that specific trailing 12-month period—not a current annual run rate or a guarantee of future sales. e.l.f. also said Rhode more than doubled its consumer base over the preceding year, but did not disclose an absolute consumer count in the announcement. See e.l.f.’s acquisition announcement.
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Those figures show why Rhode became strategically significant to a larger beauty company, but they do not explain precisely how individual customers found the brand or how much any particular channel or trend contributed. The cited company announcement does not supply an independent measure of social-media conversion, customer demographics or the causal effect of a specific marketing tactic.
e.l.f. Beauty’s acquisition of Rhode
On May 28, 2025, e.l.f. announced a definitive agreement to acquire Rhode for a headline value of up to $1 billion. The announced terms were $800 million at closing, with a potential additional $200 million tied to future growth. The full potential amount was not described as payable at closing.
An SEC filing records that the acquisition closed on August 5, 2025, and that Rhode became a wholly owned subsidiary. The deal therefore changed Rhode’s ownership while leaving it as a distinct brand; the cited filing establishes the corporate relationship, not a change to any individual product’s performance or customer experience.
How the retail footprint widened
Rhode’s retail expansion added a major in-person channel to its direct-to-consumer presence. e.l.f. announced Sephora launches in the United States, Canada and the United Kingdom in September 2025. Hailey Rhode Bieber, whom e.l.f. identified as Rhode’s founder, chief creative officer and head of innovation, said: “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.” The roles and quotation appear in e.l.f.’s September 4, 2025 announcement.
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On September 30, 2026, e.l.f. announced Rhode’s European Sephora availability. That later rollout is distinct from the earlier North American and U.K. launch: a shopper’s options depend on the country and date, so the announcements should not be read as evidence of universal availability.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What Rhode’s story establishes—and what it does not
The documented business arc is clear: Rhode launched with a focused skincare range in 2022, expanded its categories, reported substantial sales to e.l.f. for a defined period, became part of e.l.f. in 2025, and added Sephora markets over time. Hailey Bieber’s founder and creative roles are part of the company’s account of the brand. The available figures and announcements do not establish that celebrity status, social media, a particular product or a single retail decision independently caused its growth.
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For shoppers, the practical takeaway is to distinguish the brand’s own formulation claims from independently established clinical results, and to check the current Rhode or Sephora listing for the relevant market and assortment. For readers following the business, keep the $212 million sales figure tied to its reported period and the acquisition value tied to its contingent structure.
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