How Rhode made it about more than just Hailey Bieber

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Perhaps the biggest beauty news of the year came last Wednesday when E.l.f. Beauty announced its acquisition of Rhode, the 3-year-old brand launched by Hailey Bieber. The acquisition was notable for numerous reasons, but some of the bold headlines include the fact that, though a Sephora launch is coming soon, it hasn’t happened yet. Plus, the brand currently sells under ten SKUs, including its viral phone case. E.l.f., for its part, has had 25 quarters of consecutive net-sales and market-share growth. In addition to her roles as Chief Creative Officer and head of innovation at Rhode, Bieber will also serve as a strategic advisor to E.l.f. Beauty, across its portfolio, which includes E.l.f. Cosmetics and E.l.f. Skin, W3ll People, Keys Soulcare, and Naturium, the last of which it acquired in 2023.

On this week’s episode of the Glossy Beauty podcast, Sara Spruch-Feiner, senior reporter at Glossy Pop, and Gabi Barko, senior reporter at Glossy’s sister publication Modern Retail, are joined by Brit Starr, CMO at influencer marketing platform Creator IQ.

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