Pay attention. I awakened able to do my normal scroll-and-sip combo—examine Instagram, perhaps purchase glazing milk, scroll some extra, probably purchase barrier butter if payday’s been type—after which growth. The web slapped me awake: Rhode Cosmetics simply obtained 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 amass 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 would rival a Okay-pop group. Rhode’s internet 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 have 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 an announcement. E.L.F. mentioned, “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 really like Rhode. I really 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 contemporary. Clear. Not your mama’s skincare. It was important skincare, however cooler. It had perspective 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 sweetness abyss? Is the glazing milk attract badge nonetheless going to imply one thing after I slap it on earlier than brunch?
What about peptide lip form and people superbly solar flushed cheeks I labored so exhausting 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 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 means to make skincare really feel enjoyable, luxe, and reachable? It higher keep.
Guess who’s the most well liked couple for the summer season? Catch a glimpse! 👀
Hailey’s Nonetheless In Cost… Sorta
This is the saving grace: Hailey is not leaving. She’ll stay Rhode’s chief artistic officer, overseeing artistic and all the attractive chaos that makes Rhode what it’s. Which means she’ll nonetheless be concerned in product improvement, advertising and marketing route, and sure, in all probability each single TikTok launch second.
This function issues. So much. It is what is going to hopefully maintain Rhode’s id intact. Hailey’s been the face, the temper board, and the artistic pulse of the model. Whether or not it is summer season 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 artistic 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 pondering 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. 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 put money into much more progressive merchandise. So sure, your routine’s secure—for now.
Greater than that, this would possibly truly imply extra shades, higher inventory, and sooner restocks. We’d lastly be capable to purchase lip therapy 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. Convey 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 wishes. Need to break magnificence obstacles with hybrid make-up that matches your vibe and values? Rhode and E.L.F. would possibly 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 international—like, really international. 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, doable 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 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 Lovely
One other win: the model’s clear magnificence values are staying robust. Rhode’s dedication to conscious skincare, its use of put up shopper recycled supplies, and its social affect work by means of the Rhode Futures Basis Helps organizations aren’t going away. In truth, they’re rising.
It’s not nearly trying good anymore. It’s about doing good. Hailey Bieber’s Rhode is thought 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 taking place.
That is magnificence’s imaginative and prescient completed 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 Greater Image
This isn’t nearly one model. It’s about what this deal says in regards to the way forward for the sweetness trade. Legacy magnificence corporations are now not the one gamers. Influencer-founded manufacturers with actual product innovation and powerful 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 obstacles—she’s shifting your complete trade.
E.L.F. CEO Nick Vlahos referred to as it proper: it is a mixture of two like minded disruptors. Collectively, they’re bringing Rhode’s means to serve status accessible skincare to an excellent larger viewers. Rhode’s chief model officer might not be introduced but, however the basis has by no means regarded 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 realizing Hailey continues to be calling the artistic 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 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 therapy 18.00, purchase cleanser 30.00, purchase blush 24.00—and convey Rhode in every single place you go.