Rhode’s $1 Billion Beauty: When Branding Becomes the Product

In a stunning yet telling move, E.L.F. BEAUTY is reportedly acquiring @rhode skin ,the skincare brand founded by Hailey Bieber, for a valuation of $1 billion—after just three years in existence. For some, this signals a major win for celebrity-founded brands. For others, it prompts the question: Is this about the product, or the persona?

Let’s explore why this acquisition makes sense from a business and brand perspective—and what it tells us about the power of strategic branding in today’s beauty economy.