When Beauty Rings the Bell: e.l.f. Welcomes Hailey Bieber’s Rhode to the NYSE

Source: Rhode

On September 5, 2025, e.l.f. Beauty rang the opening bell at the New York Stock Exchange, officially celebrating the $1 billion acquisition of Rhode, the skincare brand founded by Hailey Bieber.

This wasn’t just a financial milestone, it was a cultural one. With Rhode now under the e.l.f. umbrella, the brand gains the scale and resources of a public company while retaining the creative DNA that made it a phenomenon. Hailey Bieber continues as Founder, Chief Creative Officer, and Head of Innovation, ensuring Rhode stays authentic while accelerating its global expansion.

The NYSE is no stranger to business suits, but Hailey Bieber made it a moment. Before the event, she dropped a TikTok in full Legally Blonde mode, pinstripe suit, aviator glasses, an old NYSE yearbook, and the now-viral line: “What, like it’s hard?”

When it came time to step onto the floor, Bieber kept it sharp and chic: a slicked-back bun, tailored suit, and pointed heels. It was part boardroom power move, part fashion editorial, a visual statement that Rhode means business without losing style.

NYSE Welcomes Rhode

The Rhode–e.l.f. union is more than just another acquisition. Here’s why the industry is paying attention:

• Billion-Dollar Backing: A clear signal that celebrity beauty brands are no longer side projects, they’re serious players.

• Creative Integrity: Hailey stays at the helm, keeping Rhode’s unique identity intact.

• Retail Muscle: e.l.f.’s distribution power positions Rhode to dominate not just online drops but global shelves.

• Cultural Relevance: Rhode embodies today’s beauty culture, minimal, accessible, authentic, and the NYSE debut amplified its resonance.

Rhode is poised for rapid growth. With e.l.f.’s R&D support and retail networks, expect to see expansions into hybrid makeup, international retail, and potential collabs that merge Rhode’s minimalism with e.l.f.’s innovation.

The key? Hailey’s continued role ensures Rhode won’t lose its soul even as it scales. The glazed donut skin era isn’t just here to stay, it’s going global.

Ringing the NYSE bell wasn’t just about stocks, it was about signalling a new chapter in beauty. Hailey Bieber, through Rhode, showed that a celebrity-led brand can achieve billion-dollar status while shaping culture, style, and consumer trust.

This is more than a business win. It’s a cultural pivot point: where beauty isn’t only about products, but about influence, authenticity, and power moves.

The Uncommon Breed

---