The skincare brand Rhode, founded by Hailey Bieber, has made a big mark on the beauty industry in only three years. Recently, e.l.f  Beauty acquired Rhode for $1 billion. Now, one may wonder: How did Hailey Biber turn Rhode into a $1 billion success story? 

Bieber has always been a trend setter, with her beauty secrets and her clean girl aesthetic. She wanted to bring this clean girl aesthetic to a deeper level, and proceeded to make her own skincare brand. Her impact on the beauty industry was what made Rhode’s first launch so successful. In the fall of 2022, 440,000 people were listed in the online waitlist before Rhode’s launch. Shortly after, Rhode sold out in three days with only three skincare products — Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment. Over time, with good marketing, a loyal audience and creative ideas, Rhode has kept on growing, dropping more products and setting new trends. An example of this can be seen when, in 2024, Rhode launched their “Lip Case” iPhone case, which was something no other beauty brand had done before. This created a significant positive impact on the brand by creating massive brand awareness and increased the sales of both the Rhode lip treatments and the case itself. 

Some people have said that Rhode has become so successful because of Hailey Biber’s popularity and status, but the continuous hype of Rhode that remains for the past three years proves that wrong.

“I think the hype of Rhode is definitely because of her popularity, but it is deserved because people continue to buy and love her products,” FHS junior Mia Katz said. 

With Rhode, Bieber brought something interesting and different to people, proving to people that she is more than just a popular model, millionaire or Justin Bieber’s wife. In fact, business owners in the beauty industry now view her as a role model and as a good influence.  

Now, one may wonder how each drop continues to draw massive waitlists of hundreds of thousands of people. This is because Bieber focuses on the quality of her products rather than their quantity, thus creating a minimalist product line.

“With a smaller product line, they could continuously refine and innovate the products based on real-time consumer feedback,” Forbes said.

This tactic made people feel as though Rhode genuinely cares about their clients, making the consumer and provider relationship more reliable and deep. It convinces customers that Rhode is not in a hurry to make more products, and is instead prioritizing making them as unique and high quality as possible.

“I really like Rhode’s products, especially the lip treatment and the glazing milk — they are such good quality and I cannot wait to add some on my Hannukah wishlist!” FHS freshman Maayan Yaakobovitz said.

This demonstrates how strongly customers connect with Rhode’s products, reinforcing the brand’s growing loyalty and the positive reputation Bieber has built. On top of this, Rhode has begun to expand and make significant improvements, as seen in the $1 billion deal with e.l.f Beauty. In addition, Rhode launched at Sephora on Sept. 4, 2025 in the US and Canada. This launch was very successful and had over $10 million in sales in the first two days, which was considered to be the greatest launch in the history of Sephora in North America.

Rhode has clearly made its mark on the beauty industry. Its fast–growing success offers a role model that many future brand creators hope to follow.