Latest news with #PocketBlush
IOL News
3 days ago
- Business
- IOL News
Hailey Bieber's $1 billion glow-up: from Hollywood royalty to beauty mogul
Rhode Skin founder and model Hailey Bieber has revealed that she has two ovarian cysts on her Instagram story. Image: Instagram In a stunning move that cements Hailey Bieber as a force in the celebrity beauty business, the 28-year-old model and entrepreneur has sold her skincare brand, Rhode Skin, to e.l.f. Beauty for a jaw-dropping $1 billion. According to various media reports, the deal includes $800 million of cash and stock, plus up to $200 million in potential earnouts based on brand growth over the next three years. But for Hailey Bieber, this isn't just a business transaction, it's the next step in a meteoric rise that began in 2022 when she launched Rhode Skin, a minimalist skincare line named after her middle name. Video Player is loading. Play Video Play Unmute Current Time 0:00 / Duration -:- Loaded : 0% Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan Transparency Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. Advertisement Video Player is loading. Play Video Play Unmute Current Time 0:00 / Duration -:- Loaded : 0% Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan Transparency Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. Next Stay Close ✕ Since its debut, the brand has become a social media sensation, generating over $200 million in sales within 12 months, thanks to its viral products, including the Peptide Lip Treatment and Pocket Blush. Now, with e.l.f. Beauty at the helm, Rhode is gearing up for global expansion, including placements in Sephora stores across the U.S. and U.K. Bieber's excitement about this partnership is palpable. 'I always had big dreams for Rhode,' she wrote in a heartfelt Instagram post. 'The most important thing to me is to keep bringing Rhode to more spaces, places and faces globally. Partnering with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products.' Bieber will stay on as Chief Creative Officer and Head of Innovation, ensuring Rhode retains her signature aesthetic and brand ethos. Her Instagram announcement radiated pride and gratitude, framing this deal as not just a business milestone but a personal one. e.l.f. Beauty CEO Tarang Amin echoed the sentiment, calling her 'one of the most thoughtful founders I've ever met. What we saw in Rhode was another like-minded disruptor. Hailey's instinct, aesthetic, and ability to connect with her community are unparalleled.' Bieber's move aligns her with a growing roster of A-list beauty moguls who have built billion-dollar businesses by capitalising on their brands. Rihanna's Fenty Beauty, now valued at nearly $3 billion, revolutionised the industry with its inclusive shade ranges. Kylie Jenner sold a majority stake in Kylie Cosmetics to Coty for $600 million in 2020, while Selena Gomez's Rare Beauty has also become a juggernaut, landing her on the Bloomberg Billionaire Index. Celebrity beauty brands are no longer vanity projects, they're powerhouses. In 2023 alone, these brands generated over $1 billion in sales, according to Nielsen IQ. Hailey Bieber's Rhode Skin makes waves in the beauty industry after a historic $1 billion sale to e.l.f. Beauty. Image: Hailey Bieber/Instagram Bieber's success with Rhode underscores the shift in how beauty consumers engage with brands. It's no longer just about the product; it's about the story, the authenticity, and the ability to connect with a community. From Hollywood heiress to beauty mogul Her trajectory is as compelling as the brand she's built. The daughter of actor Stephen Baldwin and niece to Alec, William, and Daniel Baldwin, she grew up under Hollywood's spotlight. But she's carved out her own identity, leveraging her fashion-forward style and marriage to global pop star Justin Bieber into a platform that's as much about influence as it is about entrepreneurship. In a recent "Vogue" interview, she admitted she never anticipated Rhode's explosive success. 'In my wildest dreams, it's already gone beyond what I would've hoped for,' she shared. "Why e.l.f Beauty? e.l.f. Beauty's rise mirrors Rhode's disruptor story. Known for merging high-quality products with affordability, e.l.f. has grown for 25 consecutive quarters, a rarity in the competitive beauty industry." The synergy between e.l.f. and Rhode is rooted in shared values such as inclusivity, innovation, and community engagement. Image: e.l.f cosmetics/Instagram
Emirates Woman
3 days ago
- Business
- Emirates Woman
Sold for $1 billion: How Hailey Bieber built Rhode into a powerhouse in just 3 years
In a world where overnight success is rare and lasting impact even rarer, Hailey Bieber has written her own fairytale with Rhode. Just three years after its launch, the beloved skincare brand has been acquired by e.l.f. Beauty in a deal reportedly worth $1 billion – a testament to vision and the power of dreaming big. Rhode began as a humble passion project in June 2022, with just five carefully crafted products. But from the very start, it was clear this was more than just another celebrity beauty line. With its minimalist approach and heartfelt connection to Hailey's own skincare philosophy, Rhode quickly became a favorite among beauty lovers. The Peptide Lip Treatment, the viral Pocket Blush, and even the clever phone case that doubled as a lip tint holder – each product felt personal, intentional, and irresistibly charming. The billion-dollar acquisition is a celebration of what happens when authenticity meets innovation. e.l.f. Beauty, a powerhouse in its own right, saw something special in Rhode, a brand that resonated deeply with a new generation of beauty enthusiasts. The deal includes $800 million upfront, with an additional $200 million tied to Rhode's future growth. But for Hailey, this isn't the end of the journey. She will stay on as Founder, Chief Creative Officer, and Head of Innovation, ensuring Rhode's soul remains intact even as it reaches new heights. 'I always had big dreams for the company,' Hailey shared in an Instagram post. 'I've found a like-minded partner in e.l.f. that believes in bold ideas and innovation just like I do.' What makes Rhode's story so inspiring is how it defied the odds. In an industry where celebrity brands often fade as quickly as they appear, Rhode thrived by staying true to its roots. It never chased trends or over-expanded. Instead, it focused on doing a few things exceptionally well – and customers responded with unwavering loyalty. For Hailey Bieber, it's proof that with heart, hard work, and a little bit of glittering ambition, dreams really can come true. And for the rest of us, it's a reminder that the most beautiful successes often start with a simple idea, and a whole lot of love. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram Images & Feature Image: @haileybieber
Business of Fashion
4 days ago
- Business
- Business of Fashion
E.l.f. Acquires Hailey Bieber's Rhode for $1 Billion
E.l.f announced Wednesday it will acquire Hailey Bieber's Rhode for $1 billion, in a blockbuster deal that brings Gen-Z's buzziest brand into the fold of the industry's most disruptive conglomerate. Since it was founded in 2022, Rhode has quickly become the darling of the global beauty market, celebrated for its high-tech yet accessible skincare formulas and its aspirational creative. In its latest fiscal year ending in March, the brand generated $212 million in net sales from just 10 products, including hits like its Pocket Blush and Glazing Milk essence. This month, Rhode announced it will launch in all Sephora US and Canada stores in the fall, and in Sephora UK by the end of the year. E.l.f., meanwhile, has grown rapidly for the better part of a decade, thanks to its reputation for high-quality products at ultra-affordable prices. While E.l.f. was originally known as a 'dupe' brand when it launched in 2004, it has surprised many in the industry by rolling out a steady stream of innovative new products, at a speed to market and price point few rivals have been able to match. Sales have grown for 25 consecutive quarters. That charmed run is showing some signs of wear, however. On Wednesday, the company reported sales of $1.3 billion for the fiscal 2025 year, up 28 percent — the fastest pace of any large beauty company, but a far cry from the more than 77 percent increase it logged in fiscal 2024. In its fourth quarter, sales rose just 4 percent from a year earlier. Adjusted earnings before interest, taxes, depreciation and amortisation increased 26 percent. In an exclusive interview with The Business of Beauty, E.l.f. chairman and chief executive Tarang Amin said the two brands recognised the 'power' of joining forces. 'What we saw in Rhode was another like-minded disruptor,' he said. 'I see Hailey as much more than a celebrity, she is one of the most thoughtful founders I've ever met. She has incredible instinct, a beautiful aesthetic that's absolutely resonating with her community.' Amin called that community 'fervent' and cited the response to the brand's recent Los Angeles pop-up, which saw some customers camped out overnight in line to attend, as proof that shoppers aren't just buying Rhode products but into the growing lifestyle brand. Bieber will continue in her capacity as Rhode co-founder, chief brand officer and head of innovation, as well as act as a strategic advisor for E.l.f. The remaining Rhode team, including co-founders Lauren and Michael D. Ratner and CEO Nick Vlahos, previously of The Honest Company, will join E.l.f. Beauty. Under the terms of the agreement, E.l.f. has agreed to pay $800 million for the brand — $600 million cash and $200 million in shares — with a potential $200 million earnout based on the brand's growth over the next three years. 'From day one, my vision for Rhode has been to make essential skin care and hybrid makeup you can use every day,' Bieber said in a statement. 'Just three years into this journey, our partnership with E.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.' The Rhode to E.l.f. Amin said that E.l.f. and Rhode approached one another, and had been in discussions since the fall. (Vlahos and Amin formerly worked together at Clorox.) 'She could have easily gotten more money from private equity or someone else, but she cares about building this brand for the long term,' Amin said. Rhode's success has come even as the celebrity beauty boom has faded. Brands like Ariana Grande's R.E.M. Beauty and Lady Gaga's Haus Labs have faced headwinds. As the number of labels fronted by famous faces has grown, consumers have become increasingly sceptical, seeing many celebrities and influencers as lacking authority or an authentic interest in beauty. Bieber, for her part, has long been a beauty lover and worked with lines like Bareminerals well before her launch of Rhode. She also regularly promotes other lines, including giving a callout to indie line Ami Colé's mascara for her recent Vogue cover alongside her cult Peptide Lip Treatments. She is also a savvy marketer, popularising beauty trends like 'latte makeup' and 'donut glazed skin' well before she could attach products to social virality. Products do remain a draw, despite the glut of similar offerings. (Rhode's lip treatments, though not a first-of-its-kind product, reportedly surpass direct sales of others like Summer Friday's Lip Butter Balm.) Adjacent merchandise like Rhode's lip gloss-toting phone case cause a frenzy, thanks to Bieber's natural cultural cachet. The deal also breaks an M&A logjam in the beauty market. For the better part of year, cosmetic lines like Kosas, Makeup by Mario, One/Size and even Selena Gomez's Rare Beauty have been struggling to find buyers. Some would-be acquirers like the Estée Lauder Companies and Shiseido have little cash to spare, while private-equity firms are sceptical that buzzy brands can maintain their momentum as the beauty category enters a downturn. Along with L'Oréal and Puig, E.l.f. has remained in the hunt for brands to buy. The company's last deal was in 2023, when it acquired Naturium, developed by influencer Susan Yara and beauty brand accelerator The Center in a $355 million cash and stock deal. The Naturium deal reflected E.l.f's interest in not only fast-growing beauty brands across the market (beyond Target, the brand was sold at prestige retail Space NK), but also in highly influential and famous faces. In 2020, E.l.f. incubated its first brand, fronted by musician Alicia Keys; that same year, it also made its first purchase with clean beauty brand W3ll People for $27 million. Amin said all the brands in its portfolio experienced sales growth in its fiscal year, with Naturium experiencing its best year since launching in 2019. A New Source of Strength Bieber's Rhode will benefit E.l.f. in a number of ways. It will be E.l.f.'s first brand in Sephora US, Canada and the UK (E.l.f. recently launched in Sephora Mexico), and will also increase the conglomerate's gross margin, with Rhode's 10 products ranging from $18 to $38. Core E.l.f. makeup and E.l.f. Skin products sell for $6.50 on average, less than mass competitors that retail for upwards of $10 or prestige players that sell for well over $20. Most importantly, it will give E.l.f. a stronger foothold with younger Gen-Z consumers, a fickle but important cohort as beauty wallet size shrinks. E.l.f continues to outperform larger rivals; its sales performance last year, while lower by the company's recent standards, is the envy of conglomerates like Coty, Shiseido and Estée Lauder, which have seen declines. Still, the company faces headwinds as the majority of its products are produced in China, and are subject to President Trump's 'Liberation Day' tariffs. Last week, E.l.f. announced via social media that it was increasing prices across its portfolio by $1. Amin, however, stressed the firm's supply-chain agility as well its international business, which is up 60 percent and is not subject to tariffs. It's perhaps E.l.f.'s digital-first roots that makes it the right conglomerate to scale Rhode. Beyond its upcoming retail expansion, the company plans to continue its investment in marketing, which has spanned out-of-the-box Super Bowl commercials and collaborations with Chipotle. 'We've talked about keeping our marketing rates, even in this environment, at 24 to 26 percent of net sales, and we're doing that because our marketing is working,' Amin said. The significant return on its spend has formed a cycle of growth: 'It continues to fuel our results, and we continue to invest in our own brands, and gives us the ability to acquire new brands that can continue to fuel our growth.' Rhode, with its three years of category-shifting momentum, will be an easy sell. Still, Amin and Bieber look forward to growing the brand in tandem. 'We're a founder's dream,' said Amin. 'We don't overintegrate a brand … We're not trying to change [Rhode]. We really seek to nurture a founder's vision.' Hailey Bieber and E.l.f.'s Tarang Amin will speak together for the first time at The Business of Beauty Global Forum. Sign up here to reserve your space. Full access to The Business of Beauty Global Forum livestream is exclusive to BoF Professional All-Access and BoF Professional Beauty & Wellness members.
Yahoo
08-02-2025
- Entertainment
- Yahoo
Rhode Lip Liner Review: Glamour 's Beauty Editor Tries Three Different Shades
All products featured on Glamour are independently selected by Glamour editors. However, when you buy something through our retail links, Condé Nast may earn an affiliate commission. After months of teasing on social media, Hailey Bieber's Rhode lip liner—a.k.a. the Rhode Peptide Lip Shape—is finally here. Featuring the brand's signature peptide ingredient, the Lip Shape marks Rhode's second color cosmetics launch following the release of the Pocket Blush last year. If you're a beauty obsessive, you've probably seen some of your favorite influencers swiping on the Rhode lip liner and blending it out with its silicone smudging end. The formula, which features skin-care infused makeup, promises 'soft-focus color and high-performance skin care' to give the lips a contoured effect. $24.00, Rhode As for the skin care in question? The brand says it uses a 'short chain of three amino acids,' to soften and hydrate lips, as well as fenugreek extract, which derives from organic fenugreek sprouts, to enhance volume and give a firmer appearance. The Lip Shape is available in 11 colors, all with different undertones: Lift (soft neutral pink), Press (warm pinky mauve), Bend (soft peachy beige), Lunge (rose beige), Twist (warm taupe), Balance (caramel brown), Lean (warm medium brown), Stretch (neutral mocha brown), Flex (rich neutral brown), Spin (rich plump brown), and Move (deep cool brown). Described by the brand as 'creamier and more effortless than a lip liner,' the Lip Shape can be used to line, overline, and fill in lips, and is meant to be paired with the Pocket Blush (another multiuse product) or the Peptide Lip Tint. I was only able to receive three of the Rhode lip liners to test before launch (supply versus demand, people!) and chose my colors without swatches based on the descriptions. Since the colors seemed to be divided into three families—pink, beige, and brown—I decided to try one from each that I felt would best suit my skin tone. I was especially excited to try a brown shade, which has become my go-to color for lip combos recently. And the shade Spin, a rich, plump brown, greatly resembled one of my current favorite lip liners, the Fenty Beauty Trace'd Out Pencil Lip Liner in Brown'd Out. When I first applied Spin, I worried that I'd picked the completely wrong shade. But I decided to trust the process and see if Rhode's claims about the formula being soft-focused and easily blendable were true after all. They weren't wrong: The formula was really smooth and creamy, and I was surprised at how wide the tip was. It's definitely more 'lip crayon meets lip liner,' but the wide tip ended up being a lot easier to use because it doesn't require as much precision. I applied a bit unevenly on my bottom lip—but again, I decided to trust the process. I really went to town with the smudger, which looks like a tough plastic but is actually a really pliant, soft silicone material. It helped in diffusing the color and creating that contoured gradient. I topped things off with Summer Friday's Lip Butter Balm in Hot Cocoa, which is a super-sheer brown. The pairing worked together beautifully, and I thought my lips had a nice touch of dimension. $24.00, Rhode Lunge is described as a rosy beige, but it was more of a pink on my skin tone. I usually don't apply lip liner under nude or pink lip products, but I was pleasantly surprised by Lunge, a subtle shade that layered well under my favorite Rhode Peptide Lip Tint in Toast, a rose taupe. It gave my lips just the right amount of dimension without looking too heavy or lined. In fact, my lips looked more lifted than usual. I'm not sure if the highly touted skin care ingredients did much for me other than with its functional purpose—creating an extra-smooth and creamy liner—but then again, I recently wrote a whole story on whether or skin care is efficacious in makeup. The TL;DR? It's a supplemental benefit that certainly doesn't hurt. $24.00, Rhode I realize Stretch is another brown; however, it was more of a beige with my skin tone. I would consider the color a shade or two darker than my natural lip color and paired it with another good neutral for me: the Rhode Peptide Lip Tint in Toast. I found it to be a super-flattering option for no-makeup makeup days when I want to look a bit more together. In a pinch, I can use it filled in all over my lips. My only note of feedback? The liners aren't very long-lasting. You'll find yourself reapplying often, especially if you're eating and drinking. Given that Rhode is all about the 'you, but better' look, it's not surprising that the formulas aren't long-wear or full-coverage. If you want something that survives the night, you might have to pivot to a traditional lip liner. The Rhode Peptide Lip Shape is a better option for everyday, when you want hydrated, natural-looking lips. $24.00, Rhode That being said, you might not mind the constant reapplying. There's no denying that Rhode products have become a status symbol (again, supply versus demand!). Whenever I've pulled the Lip Shape out at dinners, it's attracted lots of fanfare and questions. Plus, it's truly easy and fun to apply. The smudger feels great to run against your lips, and the crayon goes on so smoothly. At the very least, the Lip Shape liner is a pretty low-stakes purchase at $24. If you can get your hands on one, it's worth discovering what all the hype is about. Ariana Yaptangco is the senior beauty editor at Glamour. Follow her @arianayap. Originally Appeared on Glamour
Yahoo
07-02-2025
- Entertainment
- Yahoo
Rhode Lip Liner Review: Glamour 's Beauty Editor Tries Three Different Shades
All products featured on Glamour are independently selected by Glamour editors. However, when you buy something through our retail links, Condé Nast may earn an affiliate commission. After months of teasing on social media, Hailey Bieber's Rhode lip liner—a.k.a. the Rhode Peptide Lip Shape—is finally here. Featuring the brand's signature peptide ingredient, the Lip Shape marks Rhode's second color cosmetic launch following the release of the Pocket Blush last year. If you're a beauty obsessive, you've probably seen some of your favorite influencers swiping on the Rhode lip liner and blending out with its viral smudging end. The formula, which features skin-care infused makeup, promises 'soft-focus color and high-performance skin care,' to give the lips a contoured effect. $24.00, Rhode As for the 'skin care' in question? The brand says it uses a 'short chain of three amino acids' to soften and hydrate lips as well as fenugreek extract, which derives from organic fenugreek sprouts, to enhance volume and give a firmer appearance. The lip shape is available in 11 colors, all with different undertones: lift (a soft neutral pink), press (a warm pinky mauve), bend (a soft peachy beige), lunge (a rose beige), twist (a warm taupe), balance (a caramel brown), lean (a warm medium brown), stretch (a neutral mocha brown), flex (a rich neutral brown), spin (a rich plump brown), and move (a deep cool brown). Described by the brand as 'creamier and more effortless than a lip liner,' the lip shape can be used to line, over-line, and fill in lips and is meant to be paired with the Pocket Blush (another multi-use product) or the Peptide Lip Tint. I was only able to receive three of the Rhode lip liners to test before launch (supply versus demand, people!) and chose my colors without swatches and based on the descriptions. Since the colors seemed to be divided into three families—pink, beige, and brown—I decided to try one from each that I felt would best suit my skin tone. I was especially excited to try a brown shade, which has become my go-to color for lip combos recently. And the shade 'spin,' a rich plump brown, greatly resembled one of my current favorite lip liners, the Fenty Beauty Trace'd Out Pencil Lip Liner in Brown'd Out. When I first applied spin, I worried that I'd picked the completely wrong shade. But I decided to trust the process and see if Rhode's claims about the formula being soft-focused and easily blendable were true after all. They weren't wrong: The formula was really smooth and creamy, and I was surprised at how wide the tip was. It's definitely more of a lip crayon meets lip liner, but the wide tip ended up being a lot easier to use because it doesn't require as much precision. I applied a bit unevenly on my bottom lip—but again, I decided to trust the process. I really went to town with the smudger, which looks like a tough plastic but is actually a really pliant, soft silicone-like material. It helped in diffusing the color and creating that contoured gradient. I topped things off with Summer Friday's Lip Butter Balm in Hot Cocoa, which is a super sheer brown color. The pairing worked together beautifully, and I felt like my lips had a nice touch of dimension. $24.00, Rhode Lunge is described as a rosy beige, but it was more of a pink on my skin tone. I usually don't apply lip liner under nude or pink lip products, but I was pleasantly surprised by lunge, a subtle rosy beige shade that layered well under my favorite Rhode Peptide Lip Tint in Toast, a rose taupe. It gave my lips just the right amount of dimension without looking too heavy or lined. In fact my lips looked more lifted than usual. I'm not sure if the highly-touted skin care ingredients did much for me other than its functional purposes—an extra smooth and creamy liner—but then again, I recently wrote a whole story on whether or skin care is efficacious in makeup. The TL;DR? It's a supplemental benefit that certainly doesn't hurt. $24.00, Rhode I realize this is another brown, however, it was more of a beige with my skin tone. I would consider the color a shade or two darker than my natural lip color and paired it with another good neutral for me: the Rhode Peptide Lip Tint in Toast. I found it to be a super flattering option for no-makeup makeup days when I want to look a bit more together. In a pinch, I can use it filled in all over my lips. My only note of feedback? The liners aren't very long-lasting. You'll find yourself re-applying often, especially if you're eating and drinking. Given that Rhode is all about the 'you, but better" look, it's not surprising that the formulas aren't long-wear or full coverage. If you want something that survives the night, you might have to pivot to a traditional lip liner. It's a better option for everyday, when you want hydrated, natural-looking lips. $24.00, Rhode That being said, you might not mind the constant re-applying. There's no denying that Rhode products have become a status symbol (again, supply versus demand!). Whenever I've pulled the Lip Shape out at dinners, it's attracted lots of fanfare and questions. Plus, it's truly easy and fun to apply. The smudger feels great to run against your lips, and the crayon goes on so smoothly. At the very least, it's a pretty low-stakes investment at $24. If you can get your hands on one, it's worth discovering what all the hype is about. Ariana Yaptangco is the senior beauty editor at Glamour. Follow her @arianayap. Originally Appeared on Glamour
