Hailey Bieber — The decisions behind Rhode

From model and social media fame to an international beauty brand. Which decisions made the difference?

Hailey Bieber already had a large audience before she launched her own skincare brand. Rhode appeared in 2022 with a small range and a recognisable brand identity. Together with co-founders, product experts and a professional team, she built a business that was acquired by e.l.f. Beauty in 2025, in a deal with an announced value of up to $1 billion.

But behind that success lies a far more complicated story.

In this independent FOREFACT publication you discover how Hailey Bieber turned her fame into a brand, worked with specialists, developed products, reached customers and grew Rhode into international distribution.

It doesn’t only cover the successes. It also examines the financial risks, legal disputes over the brand name, product complaints, difficult choices about stock and sales channels, and the role of other people involved.

From story to practice

This is more than a founder biography. As you read, you are challenged to make decisions yourself. In six in-depth Decision Labs you learn, among other things, how to research real customer demand, calculate product costs and stock risks, assess marketing results, compare selling through your own online shop with retail and critically analyse the terms of an acquisition.

What do you get?

• 42 pages with the full founder story.

• Eight chronological chapters on how Rhode developed.

• Six Decision Labs with business theory and worked examples.

• Six sets of digitally fillable worksheets with 24 answer fields in total.

• Financial calculations, historical decision points and a timeline.

• A six-week Reality Test to apply the lessons yourself.

• 34 source references for further reading and verification.

Who is this guide for?

For curious readers, future entrepreneurs and anyone who wants to understand how a personal brand can grow into an international business. Also of interest if you want to learn more about the beauty industry, brand development, influencer marketing, product launches, retail and acquisitions.

You don’t just read how Rhode grew. You examine which decisions, risks and lessons you can apply yourself.

Digital product · 42 pages · PDF · Available immediately after purchase

This publication was developed independently by FOREFACT and is not affiliated with, sponsored by or endorsed by Hailey Bieber, Rhode, e.l.f. Beauty or any affiliated companies.