Hailey Bieber’s Rhode has climbed into the beauty industry’s big leagues, earning a coveted spot among teenagers’ favorite brands. The ranking marked a major turnaround for the skincare and makeup label, which has also accelerated its international expansion under e.l.f. Beauty.
Rhode’s latest milestone arrived as Bieber continued shaping the brand’s creative direction following its acquisition. With retail partnerships opening new markets and sales climbing, the company appeared poised for an even bigger run.
Rhode Beauty reportedly reaches third place in Piper Sandler’s survey as international sales expand
According to the latest Piper Sandler teen survey, Rhode climbed to third place in teenagers’ beauty preferences. The findings reflected the brand’s growing momentum in a competitive market where younger consumers help shape beauty trends. WWD’s coverage of the survey also highlighted rising teen spending on beauty products.
Bieber launched Rhode in June 2022 alongside co-founders Michael Ratner and Lauren Ratner. The brand debuted with just three products, which sold out within days. During its first three years, Rhode sold exclusively through its website, building a compact range of around 10 products priced at $38 or less. It generated $212 million in net sales and a 34% EBITDA margin.
In May 2025, e.l.f. Beauty agreed to acquire Rhode in a deal worth up to $1 billion. The agreement included $600 million in cash, $200 million in stock and up to $200 million in additional performance-based incentives. Bieber retained her role as chief creative officer and became a strategic adviser to e.l.f.
In an October 2026 interview with Fortune, Bieber explained that maintaining creative control influenced her decision to sell. She and Lauren Ratner had worried an acquisition might bring unwanted interference. Instead, e.l.f. offered support while allowing the founders to continue leading the brand’s creative and product decisions.
The partnership has coincided with impressive financial growth. Rhode generated roughly $390 million in fiscal 2026 net sales, an 80% increase from the previous year. It also expanded into more than 500 Sephora stores across 19 European markets and began entering Australia and New Zealand through retailer Mecca.
With e.l.f. targeting more than $1 billion in Rhode sales, the brand’s reported ranking added another milestone to its rapid rise.
