Since launching in 2022, Rhode’s clean, glazed aesthetic and “less is more” product line earned it cult status fast.
The numbers don’t lie: by March 2025, it had already brought in $212 million in net sales.
TikTok loved it. Sephora loved it. Your best friend probably bought the Peptide Lip Treatment in every flavor.
This move puts Hailey in the beauty boss hall of fame next to the likes of Rihanna and Kylie Jenner – and we’re here for it.
She’ll stay on as Chief Creative Officer and Head of Innovation at Rhode, and she’s also now an official strategic advisor to e.l.f. Beauty.
In other words, she cashed in but didn’t check out.
Expect her signature stamp to stay on everything, from new products to global rollout strategy.
Oh, and Rhode is coming to Sephora US and UK by the end of 2025.
This isn’t just about one brand – it’s a shift.
Rhode’s success shows how powerful authentic, founder-led beauty can be, especially when paired with a smart product lineup and social media-savvy branding.
For Gen Z and millennial consumers who are done with fluff, Rhode’s “less but better” vibe hit home.
And e.l.f. Beauty, known for its affordability and sharp branding, was clearly watching – and ready to pounce.
So what’s next? A makeup line? A wellness collab? A quiet vacation in Malibu? Whatever it is, we’re watching.
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