The New York Stock Exchange saw a touch of beauty and glamour this week as e.l.f. Beauty officially welcomed Hailey Bieber’s skincare label Rhode into its portfolio.
The milestone was marked with the ceremonial ringing of the opening bell and joining in the celebration was none other than Alicia Keys, who came to show her support.
The ceremony wasn’t just about finance; it was a cultural moment. With Hailey Bieber standing at the helm of her viral beauty brand and Alicia Keys adding her star power, the event captured the crossover between business, creativity, and community that defines modern beauty.
Following the announcement of e.l.f. Beauty's historic $1 billion acquisition of Rhode, a brand that has rapidly grown to become a cult favourite since its launch in 2022, the bell ringing took place.
In just three years, Rhode, which is renowned for its accessible luxury and minimalist design, has already generated over $200 million in sales. With support from e.l.f., it is now on the way to go global, with plans to launch in Sephora locations in the UK and North America by the end of 2025.
As per ABC news, Hailey Bieber, visibly excited about Rhode’s next chapter, shared: “I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of Rhode as well as strategic advisor to e.l.f. Beauty.”
For e.l.f. Beauty, which has long been celebrated for its accessible, trend-driven approach, Rhode adds a new dimension — a skincare line that has captured a younger audience and built an authentic digital-first presence.
E.l.f., an acronym for "eyes, lips, and face," began as a low-cost makeup company in 2004 with exclusively online sales at first. As social media trends highlighted less expensive versions of high-end products, it grew even more and entered retail establishments like Target.
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