Hailey Bieber and co-founder Lauren Ratner sold their beauty brand Rhode to e.l.f. Beauty for up to $1 billion. Their main concern was losing control over their brand after the sale. e.l.f. Beauty guaranteed they would retain creative and strategic leadership of their company. More than a year after the acquisition, Rhode generated approximately $390 million in net sales in fiscal 2026, an 80% increase year over year. The brand is now the number one brand in every market it operates in, including Sephora U.S., Sephora U.K., and Mecca in Australia.
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