Company type | Subsidiary |
---|---|
Founded | 2022 |
Founders |
|
Headquarters | Beverly Hills, California, United States |
Area served | Worldwide |
Key people | Nick Vlahos (CEO) Hailey Bieber (CCO) Lauren Ratner (President and CBO) [1] |
Products | Cosmetics Skin care |
Revenue |
|
Parent | e.l.f. Beauty, Inc. |
Website | www |
HRBeauty LLC, d.b.a. rhode (stylized in all lowercase), is an American skincare brand founded by model and entrepreneur Hailey Bieber in 2022. It is based in Los Angeles, California. [2]
Originally launched offering three products, Rhode's product line has since grown to include facial cleansers, lotions, lip balms and blushes. [3] It was acquired by e.l.f. Beauty in May 2025 in a US$1 billion deal. [4]
In 2019, Hailey Rhode Bieber began conceptualizing a cosmetics brand and filed to trademark "Bieber Beauty". It was rejected, as her husband Justin Bieber had already trademarked the name in 2010. [5]
Bieber later launched rhode skin on June 15, 2022, with Lauren and Michael D. Ratner, naming the company after Bieber's middle name. [6] [7] Rhode was funded primarily by Bieber, with investment firm One Luxury Group as a strategic partner. [2]
Its core products at launch included the Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment. [8] Within 11 days, Rhode had achieved $10 million in sales. [9]
One week following the launch, a fashion brand named Rhode co-founded by Purna Khatau and Phoebe Vickers filed a trademark infringement claim against Bieber, claiming her use of the name caused consumer confusion. [10] A judge denied the motion "for a preliminary injunction without prejudice." [11]
In May 2025, Rhode announced it would be acquired by e.l.f. in a deal that consists of $800 million in cash and stock, with an additional $200 million based on future sales. The deal is expected to close later in 2025. [12]