Starting a business can seem difficult at first, especially when you are young, but Hailey Bieber’s story shows it’s possible with effort. In 2022, she launched Rhode, a skincare line built around simple products that make skin healthy and glowy. Her idea wasn’t too difficult to understand and rather easy and straightforward. It worked in just 11 days; Rhode made about $10 million in sales, according to Business Insider.
It didn’t take long for the brand to become a social media’s favorite and go viral. People loved Bieber’s “glazed donut” skin trend. Products such as the Peptide Glazing Fluid and Barrier Restore Cream kept selling out. AP News reported that Rhode was making about $212 million a year. That’s impressive for a company that started small and grew mostly online through TikTok, buzz, and Instagram.
Then came the big news: In May, cosmetics giant E.L.F Beauty bought Rhode in a deal worth up to $1 billion, according to Reuters and Northeastern Global News. The agreement included $800 million in cash and stock as well as an up to an additional $200 million more if Rhode keeps hitting sales goals. Most importantly, Bieber didn’t just sell and leave; she stayed on as a Chief Creative Officer and Head of Innovation, still shaping what the brand creates next.
Now, Rhode is set to reach more shoppers than ever before. It used to be sold mostly online, but that’s already changing as of September 4, 2025. Rhode officially launched in select Sephora stores across the U.S. and Canada. With E.L.F’s help, the brand is expected to expand even further to more locations outside the U.S. to the U.K. and beyond. The brand will stay vegan and cruelty-free while becoming more accessible to people everywhere who want to try it.
For students here at Heritage, Bieber’s journey is mainly just a reminder that big things can start with a small, clear idea. She turned her personal idea into a business, grew it smartly through creativity and hard work, and made a billion-dollar deal without losing control of her vision. It truly shows that success can come from starting small, believing in your ideas, and building it up step by step.
Sources:
- https://apnews.com/article/hailey-bieber-rhode-elf-beauty-cosmetics-e50afe56cd3d7e6caa004bcc7eeb420b
- https://news.northeastern.edu/2025/05/30/rhode-beauty-elf-sale-hailey-bieber/
- https://www.harpersbazaar.com/beauty/skin-care/a64906871/hailey-bieber-sells-rhode-elf-cosmetics-one-billion-dollars/
- https://investor.elfbeauty.com/stock-and-financial/press-releases/landing-news/2025/09-04-2025-153709225
