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]
History
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.[12] The acquisition was completed in August.[13]
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