From LA to Mexico City Why Rhode’s $1 Billion Beauty Brand is Betting on Bronzed Summer Skin

bringing the rhode community together on a more global scale,” Hailey Rhode Bieber said, adding that launching in Latin America is something the team has “dreamed about for a long time.” A fast growing brand under e.l.f.

Beauty Since debuting in June 2022 as a direct to consumer brand, rhode has grown from a tight skincare edit into a broader lineup that now includes hybrid makeup and retail partnerships with Sephora, MECCA and pop ups in key global cities. On an annualized basis in e.l.f.

Beauty’s Fiscal 2026, rhode delivered ~$390 million in net sales, growing 80% year over year. The brand also holds the position of No. 1 overall skincare brand in the U.S. by EMV, according to CreatorIQ’s Top 10 Skincare Leaderboard, April 2026, and continues to post strong year over year growth in earned media.

The latest expansion follows e.l.f. Beauty’s $1 billion acquisition of rhode in 2025, which has helped accelerate international rollout and category innovation…