Hailey Bieber sold Rhode to e.l.f. Beauty after she and co-founder Lauren Ratner addressed their main fear in an acquisition
Source: Fortune ·
“It's my baby, it's our baby,” said Bieber, who conceived the makeup and skincare brand as a line of personal must-haves she always has in her routine.
From the source
Hailey Bieber had heard the horror stories before she ever sat down with e.l.f. Beauty. “I’ve heard a lot of stories from founders that had gone through acquisitions and had regrets and were not super happy with where their brand went,” Bieber said onstage at Fortune’s Most Powerful Women Summit on Wednesday. “I went into it with a mindset of really wanting to know that Rhode was going to be safe where it was going.” Bieber and Rater launched Rhode in 2022 and three years later e.l.f. Beauty agreed to buy the brand in a deal worth up to $1 billion, one of the buzziest beauty acquisitions in recent years. Bieber has since stayed on to lead creative and product innovation alongside Lauren Ratner, Rhode’s co-founder, president and chief brand officer. For Bieber, the deciding factor wasn’t the price. In fact, Bieber said discussions about profit margins hate to see her coming, she told Fortune’s Ellie Austin. And in deciding to sell the brand she launched, Bieber said she wanted to know…