Hear. I wakened able to do my common scroll-and-sip combo—examine Instagram, possibly purchase glazing milk, scroll some extra, presumably purchase barrier butter if payday’s been variety—after which increase. The web slapped me awake: Rhode Cosmetics simply bought purchased by E.L.F. for $1 billion. ONE. BILLION. {Dollars}.
I needed to double-tap my very own face simply to verify I wasn’t nonetheless dreaming underneath my barrier restore cream. My jaw? On the ground. My skincare shelf? Holding its breath.
I imply, I’ve been right here from the beginning. I watched Rhode founder Hailey Bieber glaze herself into skincare historical past. I’ve gone full goblin mode refreshing my cart simply to purchase lip tint, and now E.L.F. owns the model? The vibe shift is actual, and I’m nonetheless processing.
Let’s unpack this mess (and sure, I’m nonetheless ordering their cleanser—don’t fear).
What Simply Occurred: E.L.F. Buys Rhode for $1 Billion
Right here’s what we all know: E.L.F. Magnificence dropped a cool $600 million in money and one other $400 million in inventory and incentives to amass Hailey Bieber’s Rhode, a model that is solely been round since 2022 and is already making waves that almost all legacy manufacturers would dream of.
We’re speaking viral product drops, loopy waitlists, and a fanbase that would rival a Okay-pop group. Rhode’s web gross sales? Over $212 million. Their earned media worth? A jaw-dropping $90 million. And let’s not overlook the sellouts—the peptide lip therapy that launched a military of glazed-lip selfies, their lip therapy that turned a handbag important, and the barrier butter that folks hoard like gold.
Followers had been additionally obsessive about their lip form, the notorious lush blush, and the deeply moisturizing barrier restore cream. These aren’t simply viral faves; they’re a part of my every day skincare language. They assist break magnificence obstacles by providing luxurious finishes with out the markup.
This wasn’t simply one other merger. It was a press release. E.L.F. stated, “We’re right here to play massive.” They noticed an unimaginable alternative and didn’t hesitate.
I’m a Fan—However I Have Questions
So sure, I like Rhode. I like the peptide lip tint, the pocket blush, the way in which my pores and skin seems post-cleanser and my lips pop after lip tint in PBJ. However I additionally love Rhode as a result of it felt recent. Clear. Not your mama’s skincare. It was important skincare, however cooler. It had angle with out being aggressive.
Now, I’m watching a quick rising model go company, and I’m not gonna lie—there’s a tiny panic screaming in my head. Will I nonetheless have the ability to purchase lip form, or will that disappear into the sweetness abyss? Is the glazing milk attract badge nonetheless going to imply one thing once I slap it on earlier than brunch?
What about peptide lip form and people fantastically solar flushed cheeks I labored so onerous to grasp utilizing their pocket blushes and tint duos? That clean glow? I’m begging—don’t mess it up.
Rhode had this vibe—it felt intimate, area of interest, but world. It was the model you found and bragged about. And now that it is going massive league, I hope it doesn’t lose that appeal. I hope its magnificence marks don’t get washed away in mass manufacturing. Rhode’s skill to make skincare really feel enjoyable, luxe, and reachable? It higher keep.
Guess who’s the most well liked couple for the summer time? Catch a glimpse! 👀
Hailey’s Nonetheless In Cost… Sorta
This is the saving grace: Hailey is not leaving. She’ll stay Rhode’s chief inventive officer, overseeing inventive and all the gorgeous chaos that makes Rhode what it’s. Which means she’ll nonetheless be concerned in product improvement, advertising course, and sure, most likely each single TikTok launch second.
This position issues. Rather a lot. It is what is going to hopefully maintain Rhode’s id intact. Hailey’s been the face, the temper board, and the inventive pulse of the model. Whether or not it is summer time with Rhode campaigns or the muted, glazed branding, her contact is all over the place.
Plus, she’s now a strategic advisor inside E.L.F.—which tells us they aren’t simply shopping for her model; they’re shopping for her imaginative and prescient. Lauren Ratner additionally stays lively, making certain the corporate’s mixed corporations run easily. And with management nonetheless dedicated to overseeing inventive efforts, there’s hope that Rhode’s formulation will proceed to mirror their authentic magic.
What Occurs to Our Favourite Merchandise?
In case you’re like me, you’re considering one factor: please, for the love of my dewy glow, don’t change the formulation.
From what we all know, the merchandise aren’t going anyplace. Which means your holy grail peptide lip therapy, your blush, and the forever-in-my-bag pocket blush are right here to remain. E.L.F. plans to not solely maintain these merchandise but additionally spend money on much more progressive merchandise. So sure, your routine’s secure—for now.
Greater than that, this may truly imply extra shades, higher inventory, and quicker restocks. We’d lastly have the ability to purchase lip therapy with out setting calendar alerts. You’ll have the ability to snag purchase the edit, purchase the package, and each purchase cleanser you’ve been hoarding. Carry Rhode to your every day glam routine with out panic assaults over inventory notifications.
We’re speaking a number of tubes of peptide lip tint coats, backup jars of barrier butter, and all of the glazing milk your coronary heart needs. Need to break magnificence obstacles with hybrid make-up that matches your vibe and values? Rhode and E.L.F. may truly ship on that.
International Glow-Up Incoming
Now right here’s the place issues get thrilling. With E.L.F.’s assist, Rhode is about to go world—like, actually world. Assume Canada, UK, France, Germany, Eire, Italy and Spain. That is not simply Rhode overseas and get; that’s Rhode on the map.
This model, which already had massive plans for distribution globally, can now enter main retailers and attain new markets. We’re speaking expanded e-commerce, attainable Sephora shops, and simpler entry to all of your glazed goals.
And let’s not fake that doesn’t matter. Half the stress of loving Rhode has been the sellouts and delivery limitations. This deal? It solves that. Folks from the USA, Canada, UK, France—lastly, everybody can deliver Rhode house. The model may moreover serve magnificence lovers in hard-to-reach areas with consistency.
Clear Magnificence, Nonetheless Stunning
One other win: the model’s clear magnificence values are staying sturdy. Rhode’s dedication to conscious skincare, its use of submit shopper recycled supplies, and its social affect work by the Rhode Futures Basis Helps organizations aren’t going away. In actual fact, they’re rising.
It’s not nearly wanting good anymore. It’s about doing good. Hailey Bieber’s Rhode is understood for championing sustainability, recycling, and inclusive magnificence. We’re seeing a shift towards skincare that doesn’t simply serve your pores and skin however your conscience too. Recycled supplies we’re dedicated to? Nonetheless occurring.
That is magnificence’s imaginative and prescient finished proper. Stunning model, sustainable mission.
Even influencers like jeannezh.eng peptide lip tint and xoxotsumi peptide lip tint are cheering on the change. The group loves how the creator wears peptide lip with confidence, displaying off its hybrid make-up qualities.
The Greater Image
This isn’t nearly one model. It’s about what this deal says in regards to the way forward for the sweetness business. Legacy magnificence corporations are now not the one gamers. Influencer-founded manufacturers with actual product innovation and robust on-line communities are reshaping the house.
Hailey didn’t simply construct a model; she created a cultural second. And now, with the backing of a magnificence powerhouse, she’s breaking extra than simply magnificence obstacles—she’s shifting the whole business.
E.L.F. CEO Nick Vlahos known as it proper: this can be a mixture of two like minded disruptors. Collectively, they’re bringing Rhode’s skill to serve status accessible skincare to a fair larger viewers. Rhode’s chief model officer might not be introduced but, however the basis has by no means appeared stronger.
Closing Glazed Ideas
So, sure. I panicked. Hell, I doubted. I mentally wrote a eulogy for my beloved peptide lip therapy. However after seeing how this deal is structured—and figuring out Hailey continues to be calling the inventive photographs—I’m truthfully hopeful.
This could possibly be the second Rhode ranges up with out shedding what makes it so good. Higher inventory. Extra accessibility. And if we get extra shades of peptide lip tint or expanded blush collections? Depend me in.
Till then, I’ll be over right here, refreshing my cart, reapplying my pocket blush, stocking up on peptide glazing fluid, and trusting that Rhode 2.0 goes to be well worth the billion-dollar buzz.
Welcome to Rhode, child. Now go purchase barrier butter, purchase barrier butter 38.00, purchase glazing milk 32.00, purchase lip form 24.00, purchase lip therapy 18.00, purchase cleanser 30.00, purchase blush 24.00—and produce Rhode all over the place you go.
