In 2022, Hailey Bieber launched Rhode, a skincare brand that focuses on hybrid beauty products, combining skincare and makeup. Within three years, Rhode has demonstrated significant market growth, reaching sales of $212 million, which contributed to ELF Beauty's decision to acquire the brand for a billion dollars. Bieber will remain involved as chief creative officer, maintaining the brand's vision. The success is largely attributed to Bieber's influence among Gen Z and millennials, effectively engaging younger consumers through her social media presence and personal brand.
Three years after launching, Hailey Bieber's skincare brand Rhode, known for its hybrid products, was acquired by ELF Beauty for a billion dollars.
The brand achieved $212 million in sales over the past year, demonstrating rapid growth and strong appeal to younger consumers.
Hailey Bieber's status as an 'It Girl' has significantly contributed to Rhode's success, resonating with both Gen Z and millennial audiences.
Amin emphasized Bieber's vision and passion for beauty, confirming her role as chief creative officer post-acquisition.
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