Pay attention. I awakened able to do my common scroll-and-sip combo—verify Instagram, possibly purchase glazing milk, scroll some extra, presumably purchase barrier butter if payday’s been type—after which growth. The web slapped me awake: Rhode Cosmetics simply acquired 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 beneath 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 accumulate Hailey Bieber’s Rhode, a model that is solely been round since 2022 and is already making waves that the majority legacy manufacturers would dream of.
We’re speaking viral product drops, loopy waitlists, and a fanbase that might rival a Ok-pop group. Rhode’s internet gross sales? Over $212 million. Their earned media worth? A jaw-dropping $90 million. And let’s not neglect the sellouts—the peptide lip remedy that launched a military of glazed-lip selfies, their lip remedy that grew to become a handbag important, and the barrier butter that individuals 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 day by day skincare language. They assist break magnificence limitations 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 large.” They noticed an unbelievable 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 best way my pores and skin seems to be post-cleanser and my lips pop after lip tint in PBJ. However I additionally love Rhode as a result of it felt contemporary. 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 be capable to purchase lip form, or will that disappear into the wonder 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 superbly solar flushed cheeks I labored so laborious 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 international. It was the model you found and bragged about. And now that it is going large league, I hope it doesn’t lose that attraction. I hope its magnificence marks don’t get washed away in mass manufacturing. Rhode’s means to make skincare really feel enjoyable, luxe, and reachable? It higher keep.
Guess who’s the hottest couple for the summer? Catch a glimpse! 👀
Hailey’s Nonetheless In Cost… Sorta
This is the saving grace: Hailey is not leaving. She’ll stay Rhode’s chief creative officer, overseeing inventive and all the gorgeous chaos that makes Rhode what it’s. Meaning she’ll nonetheless be concerned in product growth, advertising route, and sure, in all probability each single TikTok launch second.
This position issues. Quite a bit. It is what is going to hopefully hold Rhode’s identification 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 in every single 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, guaranteeing 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?
Should 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 wherever. Meaning your holy grail peptide lip remedy, your blush, and the forever-in-my-bag pocket blush are right here to remain. E.L.F. plans to not solely hold these merchandise but in addition spend money on much more modern merchandise. So sure, your routine’s protected—for now.
Greater than that, this may truly imply extra shades, higher inventory, and sooner restocks. We’d lastly be capable to purchase lip remedy with out setting calendar alerts. You’ll be capable to snag purchase the edit, purchase the package, and each purchase cleanser you’ve been hoarding. Deliver Rhode to your day by 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 wishes. Need to break magnificence limitations 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 help, Rhode is ready to go international—like, really international. Suppose 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 large 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 desires.
And let’s not fake that doesn’t matter. Half the stress of loving Rhode has been the sellouts and transport limitations. This deal? It solves that. Individuals from the USA, Canada, UK, France—lastly, everybody can carry Rhode house. The model might moreover serve magnificence lovers in hard-to-reach areas with consistency.
Clear Magnificence, Nonetheless Lovely
One other win: the model’s clear magnificence values are staying robust. Rhode’s dedication to aware skincare, its use of publish client recycled supplies, and its social impression work via the Rhode Futures Basis Helps organizations aren’t going away. In reality, they’re rising.
It’s not nearly trying 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 carried out proper. Lovely model, sustainable mission.
Even influencers like jeannezh.eng peptide lip tint and xoxotsumi peptide lip tint are cheering on the change. The neighborhood loves how the creator wears peptide lip with confidence, displaying off its hybrid make-up qualities.
The Larger Image
This isn’t nearly one model. It’s about what this deal says concerning the way forward for the wonder business. Legacy magnificence corporations are not the one gamers. Influencer-founded manufacturers with actual product innovation and robust on-line communities are reshaping the area.
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 limitations—she’s shifting the whole business.
E.L.F. CEO Nick Vlahos referred to as it proper: this can be a mixture of two like minded disruptors. Collectively, they’re bringing Rhode’s means to serve status accessible skincare to a fair greater viewers. Rhode’s chief model officer is probably not introduced but, however the basis has by no means regarded stronger.
Last Glazed Ideas
So, sure. I panicked. Hell, I doubted. I mentally wrote a eulogy for my beloved peptide lip remedy. However after seeing how this deal is structured—and understanding Hailey remains to be calling the inventive pictures—I’m actually 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? Rely 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 definitely 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 remedy 18.00, purchase cleanser 30.00, purchase blush 24.00—and produce Rhode in every single place you go.
