RHODE are skincare essentials developed by Hailey Bieber. The beauty motifs shown here were photographed for RHODE by Studio Mimi c/o LGA MGMT.
Rhode—Hailey's middle name—was founded in 2022 and stood out from the crowd of celebrity beauty lines. In May 2025, e.l.f. Cosmetics announced the acquisition of the brand for one billion dollars, making Hailey Bieber a billionaire virtually overnight. She will remain with the company as Founder and Chief Creative Officer.
"I hope these will become your go-to essentials that can live in your bathroom, be your favorite travel companion, improve your skin over time, and keep your skin happy and hydrated." Hailey Rhode Bieber, Founder, Chief Creative Officer and Head of Innovation of rhode and Strategic Advisor to e.l.f. Beauty.
You can now find RHODE at SEPHORA in the US and Canada – until then, RHODE was only available through its own website.
"I’m endlessly grateful to @haileybieber ! Thank you for dreaming up the world of rhode with such instinctive, precise vision, and for letting me bring your big, bold, genius ideas to life. The creative, the marketing campaigns, the products, you’ve redefined the standard, and it’s been an honor to help build your world of rhode. Working with such an incredible founder and creative has raised the bar. Not just for the brand, but for all of us who get to build it with you.... And now with e.l.f. Beauty, I know this next chapter will be our most exciting yet. ." Kelsey Bidel-Niyat, Vice President of Global Marketing RHODE.
The founders of e.l.f. were father and son, Alan and Joey Shamah, who prioritized affordability. Their idea was to sell products for eyes, lips, and face (aka e.l.f.) for $1 each, and they worked backward to figure out how to achieve healthy margins on high-quality products by manufacturing for one-third to one-half that cost.
In 2014 – the company already had 120 employees and their products were sold at Target – the private equity group TPG Growth made a major investment in e.l.f.
In 2024, e.l.f. Beauty became the best-selling mass beauty brand in the United States by unit sales, surpassing all of its established competitors.
GoSee : elfbeauty.com