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On May 28, e.l.f. announced its $1 billion acquisition of Hailey Bieber ‘s beauty brand, Rhode . The sale points directly to the founder’s brilliant marketing strategy and unrivaled social media engagement, as this blockbuster deal comes just three years after Rhode first hit the market.

In June 2022, Rhode launched with a trio of products: the Peptide Glazing Fluid ($32), Barrier Restore Cream ($32) and Peptide Lip Treatment ($18), three formulas that have undoubtedly retained their cult status. In September 2023, the lineup grew from just skin care into makeup, marked by the drop of Rhode’s Peptide Lip Tint ($18), a pi

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