“That’s my baby, she’s iconic, iPhone case, lip gloss on it.” Now, that my friend, is a line from the beloved Justin Bieber’s new hot track Go Baby, a song written about his wife and the icon herself, Miss Hailey Bieber. Hailey known for her impressive modeling career and the launch of her viral skincare brand in 2022, Rhode. Her brand has become a global obsession, a line focused on personalisation, carefully curated at a competitive quality and price, serving a purpose for all skin types in a simplistic, affordable, and authentic way.
Following Rhode’s success, Hailey decides to sell her baby for $1 billion to big-timers in the beauty game, e.l.f Beauty. Now, I personally think this is a power move, and here’s why.
Rhode has already positioned themselves as one of the leading skincare brands across the globe, with their Earned Media Value (EMV) recently ranked as number 1 in the world. So, while Hailey may be giving up her baby, she has done so in an elegant manner that serves benefit globally.
Looking at Rhode’s exceptional performance over the past year, generating over $200 million revenue in last year’s sales. I believe Hailey selling her brand to e.l.f Beauty is a strategic play for growth and further brand success, instantly elevating Rhode to global brand status.
For Rhode fans like me, who have struggled to get our hands on it’s products due to limited availability, this move allows for easier access to Rhode. Rhode will now be the first of e.l.f Beauty products to be sold in the US, Canada, and UK Sephora. Furthermore, this partnership will increase e.l.f Beauty’s gross margin while also making Rhode a little more affordable for us Rhode fans. Rhode prices now ranging between $18 to $38, perfect for someone like me on a broke-girl university budget.
The Business of Beauty ran an exclusive interview with Tarang Amin, chief executive and chairman of e.l.f Beauty.
“What we saw in Rhode was another like-minded disruptor…I see Hailey as much more than a celebrity…She could have easily gotten more money from private equity or someone else, but she cares about building this brand for the long term.” – Tarang Amin
Amin’s statement confirms a mutual, respectful, and cooperative relationship between Hailey, Rhode, and e.l.f Beauty. While Hailey may be giving up her baby, I believe she did so for a clear reason. She’s put her all into Rhode, and now it’s time she set’s her brand up for greater global success, with e.l.f Beauty as the perfect partner to make this a reality.
Kathrynf 
Alexander Hanjin De Filippo 
Eabha Quinn
It is really interesting to hear about the changes that selling Rhode to Elf is going to make. It is making me excited!! Fingers crossed we will get it in Australia soon.