The Business of Fashion Podcast: Hailey Bieber on Building Rhode into a Billion-Dollar Beauty Brand

Release Date: June 13, 2025

In this insightful episode of The Business of Fashion Podcast, host Imran Ahmed engages in a compelling conversation with Hailey Bieber, the visionary founder behind the meteoric rise of her beauty and skincare brand, Rhode. Since its inception in 2022, Rhode has not only garnered a loyal global customer base but also achieved remarkable commercial milestones, culminating in a landmark $1 billion acquisition by e.l.f. Cosmetics in May 2025.

1. Rhode’s Origins and Hailey’s Entrepreneurial Journey

Priya Ra, the Business of Beauty's executive editor, sets the stage by reminiscing about her first encounter with Hailey eight years prior, highlighting Hailey's transition from modeling to entrepreneurship.

[02:06] Hailey Bieber:
"I definitely knew I always had a dream to have my own business and do something that was a departure from the modeling world."

Hailey attributes her pivot to beauty and skincare to her lifelong passion, deeply influenced by her family and immersive experiences within the beauty industry. She emphasizes how her career in modeling served as a foundation, allowing her to absorb invaluable insights from makeup artists, hairstylists, and photographers.

2. Crystallizing the Vision During the Pandemic

The conversation delves into the pivotal moment when Rhode's vision became clear, coinciding with the global pandemic.

[03:40] Hailey Bieber:
"The formal idea really crystallized in 2020 during the pandemic. I finally felt like I really had the time to sit down and hone in on really what the idea was."

During the lockdowns, Hailey seized the opportunity to define Rhode's ethos, focusing on creating not just products but an entire lifestyle. This period led her to collaborate with co-founders Michael and Lauren Ratner, whose complementary skills in operations and marketing were instrumental in shaping Rhode's strong brand story and visual identity.

3. Building an Authentic and Inclusive Brand World

Hailey underscores the importance of authenticity and inclusivity in Rhode’s brand philosophy.

[07:13] Hailey Bieber:
"Rhode is going to go down as one of the greats. I really believe that."

Hailey’s commitment to authenticity is evident in her approach to product development and brand storytelling. She aims to create a "skincare wardrobe" — a curated lineup of essentials that evolve with her personal needs and those of her customers. This philosophy ensures that Rhode remains relevant and deeply connected to its audience.

4. Strategic Marketing and Brand Representation

Selecting the right faces to represent Rhode has been a cornerstone of Hailey's marketing strategy. She discusses her thoughtful approach to choosing brand ambassadors who embody the brand’s energy and inclusivity.

[10:43] Hailey Bieber:
"I just feel like when I start thinking about that kind of merge of face with the brand, I just think about, like, the energy and the synergy."

By partnering with diverse and relatable figures like Tate McRae, Claudia Sheffur, and Harris Dickinson, Rhode appeals to a broad spectrum of consumers, reinforcing its unisex and inclusive brand image. Hailey emphasizes the importance of synergy and authentic connections with these ambassadors, ensuring they resonate with Rhode’s core values.

5. Curating a Skincare Wardrobe

Hailey elaborates on Rhode’s unique approach to product curation, likening it to building a versatile wardrobe.

[13:13] Hailey Bieber:
"What are my can't live without things?... How can I add to this really assorted, curated, edited Lineup that are going to tackle what my skin needs with every season, with every age."

This meticulous selection process ensures that Rhode’s product offerings are not only essential but also adaptable to the changing needs of their customers, emphasizing hydration as a fundamental element across all products.

6. Expanding Through Retail Partnerships

Transitioning from a successful direct-to-consumer (DTC) model, Hailey discusses the strategic move to retail partnerships, specifically with Sephora.

[14:26] Hailey Bieber:
"I really wanted to go into retail because I really want to expand and I want to reach more people."

The success of Rhode’s pop-up experiences affirmed the value of in-person interactions, leading to a partnership with Sephora. Hailey highlights the synergy between Rhode and Sephora’s teams, anticipating significant mutual growth and market expansion.

7. The Landmark Acquisition by e.l.f. Cosmetics

One of the episode's highlights is the discussion around Rhode’s acquisition by e.l.f. Cosmetics, a strategic move that underscores Rhode’s impressive growth trajectory.

[16:32] Hailey Bieber:
"Rhode is like my baby. I'm so precious about it... When I met the ELF team, I knew it in my gut."

Hailey articulates the importance of finding a partner that aligns with Rhode’s vision for global expansion and innovation. The acquisition is framed not just as a financial milestone but as a partnership that respects and enhances Rhode’s foundational values and ambitious future plans.

8. Envisioning Rhode’s Future and Legacy

Looking ahead, Hailey expresses her unwavering commitment to making Rhode a lasting legacy in the beauty industry.

[20:09] Hailey Bieber:
"I do see us being a legacy brand. I said it from the beginning. That is my goal."

She envisions Rhode evolving beyond skincare, aspiring to integrate technology and expand into various facets of lifestyle and beauty. Hailey’s passion and hands-on involvement reflect her dedication to ensuring Rhode remains innovative, relevant, and beloved by consumers worldwide.

Conclusion

Hailey Bieber's journey with Rhode exemplifies the confluence of passion, strategic vision, and authentic brand-building. From its humble beginnings during a global pandemic to becoming a billion-dollar brand recognized globally, Rhode stands as a testament to Hailey’s entrepreneurial spirit and unwavering commitment to creating a brand that resonates deeply with its audience. Her insights provide invaluable lessons for aspiring entrepreneurs in the beauty and fashion industries, showcasing how authenticity, strategic partnerships, and a clear vision can drive remarkable success.