HRBeauty LLC, d.b.a. rhode (stylized in all lowercase), is an American skincare brand founded by model and entrepreneur Hailey Bieber in 2022. It is based in

Los Angeles, California Los Angeles, often referred to by its initials L.A., is the List of municipalities in California, most populous city in the U.S. state of California, and the commercial, Financial District, Los Angeles, financial, and Culture of Los Angeles, ...

. Originally launched offering three products, Rhode's product line has since grown to include facial cleansers, lotions, lip balms and blushes. It was acquired by e.l.f. Beauty in May 2025 in a US$1 billion deal.

History

In 2019, Hailey Rhode Bieber began conceptualizing a cosmetics brand and filed to trademark "Bieber Beauty". It was rejected, as her husband

Justin Bieber Justin Drew Bieber ( ; born March 1, 1994) is a Canadian singer. Regarded as a pop icon, he is recognized for his multi-genre musical performances. He was discovered by record executive Scooter Braun in 2008 and subsequently brought to the U ...

had already trademarked the name in 2010. Bieber later launched rhode skin on June 15, 2022, with Lauren and Michael D. Ratner, naming the company after Bieber's middle name. Rhode was funded primarily by Bieber, with investment firm One Luxury Group as a strategic partner. Its core products at launch included the Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment. Within 11 days, Rhode had achieved $10 million in sales. One week following the launch, a fashion brand named Rhode co-founded by Purna Khatau and Phoebe Vickers filed a trademark infringement claim against Bieber, claiming her use of the name caused consumer confusion. A judge denied the motion "for a preliminary injunction without prejudice." In May 2025, Rhode announced it would be acquired by e.l.f. in a deal that consists of $800 million in cash and stock, with an additional $200 million based on future sales. The deal is expected to close later in 2025.

References

{{DEFAULTSORT:Rhode Retail companies established in 2022 Companies based in Beverly Hills, California Cosmetics brands Cosmetics companies of the United States Personal care companies