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🚨 BREAKING: Hailey Bieber’s brand RHODE is once again facing backlash after a beauty influencer claimed she had to use high doses of corticosteroids due to severe lip dryness. The influencer alleges a RHODE lip gloss was the only new product added to her skincare routine.

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3,654,442 просмотров • 9 месяцев назад •via X (Twitter)

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🚨BREAKING NEWS: A Rhode customer, Lillian Masie on TikTok, has gone viral after sharing lip damage allegedly caused by Hailey Bieber’s Rhode Skin Peptide Lip Treatment. The issue has persisted for TWO MONTHS.
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🚨BREAKING NEWS: A Rhode customer, Lillian Masie on TikTok, has gone viral after sharing lip damage allegedly caused by Hailey Bieber’s Rhode Skin Peptide Lip Treatment. The issue has persisted for TWO MONTHS.

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🚨BREAKING: Hailey Bieber’s Rhode is receiving backlash for the lack of diversity among invitees at its Australian launch.
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🚨BREAKING: Hailey Bieber’s Rhode is receiving backlash for the lack of diversity among invitees at its Australian launch.

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Marlon seemingly reveals that he is set to become the newest male model for Hailey Bieber’s skincare brand Rhode after refusing to reveal his routine and teasing a major announcement 👀 “It’s going to come out very soon… All I can say is, shoutout Hailey Bieber.”
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Marlon seemingly reveals that he is set to become the newest male model for Hailey Bieber’s skincare brand Rhode after refusing to reveal his routine and teasing a major announcement 👀 “It’s going to come out very soon… All I can say is, shoutout Hailey Bieber.”

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📱| Beauty influencer tested Hailey Bieber’s RHODE products at Sephora’s launch event — but walked away shocked by the poor quality and steep price tag.
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📱| Beauty influencer tested Hailey Bieber’s RHODE products at Sephora’s launch event — but walked away shocked by the poor quality and steep price tag.

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🚨BREAKING NEWS: Hailey Bieber’s Rhode eye patches, which are supposed to care for the under-eye area, have officially become the first Sephora product to cause even more damage to it. Congratulations!
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🚨BREAKING NEWS: Hailey Bieber’s Rhode eye patches, which are supposed to care for the under-eye area, have officially become the first Sephora product to cause even more damage to it. Congratulations!

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A woman named Klaudia Medina Halfon was protested against at a shopping mall in Istanbul over her links to IDF soldiers. Halfon, who imports cosmetics, had shared an Instagram Story before the protest saying that she could import Hailey Bieber’s brand Rhode for her customers.
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A woman named Klaudia Medina Halfon was protested against at a shopping mall in Istanbul over her links to IDF soldiers. Halfon, who imports cosmetics, had shared an Instagram Story before the protest saying that she could import Hailey Bieber’s brand Rhode for her customers.

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American Airlines is facing backlash after a Black influencer says she was the only first-class passenger not served a meal—claiming the airline “ran out” right when it got to her, while everyone else had already been served.
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American Airlines is facing backlash after a Black influencer says she was the only first-class passenger not served a meal—claiming the airline “ran out” right when it got to her, while everyone else had already been served.

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🚨BREAKING NEWS: Australian creators express their frustration with the lack of POC and black creators at Hailey Bieber’s Rhode launch. (PopFaction)
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🚨BREAKING NEWS: Australian creators express their frustration with the lack of POC and black creators at Hailey Bieber’s Rhode launch. (PopFaction)

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Hailey Bieber sold Rhode to e.l.f. for $1 billion in three years. Charlotte Tilbury took 7 years to clear $1 billion. Byredo took 16. The Rhode deal closed August 5, 2025. Rhode shipped 10 products at the time of sale. The 8-K disclosure was unusually granular for beauty M&A. $212 million in net sales for the 12 months ending March 31, 2025. Cost of goods around 19% of revenue. Zero physical retail. Direct-to-consumer only. That COGS line is the part Wall Street kept rereading. Estée Lauder runs closer to 30%. Charlotte Tilbury's pre-acquisition EBITDA margin sat at 3.8%. Rhode was printing margin because the SKU count was small enough to manufacture at scale on each item. The marketing line is where the real story sits. Tribe Dynamics tracked Rhode at $248 million in Earned Media Value in 2024 alone. Ranked #1 in skincare globally. 367% year-over-year EMV growth. Rhode ran a quarter-billion-dollar marketing campaign and paid for none of it. Reported marketing efficiency at the time of the deal was around 9x. Every dollar in brought back nine. Beauty incumbents run that ratio in the 3-4x range. The product strategy was the discipline most celebrity brands miss. Rhode launched June 2022 with three SKUs: peptide lip treatment, peptide glazing fluid, barrier restore cream. $20 to $40 pricing. Roughly one new product per quarter. The full catalog still fit on a single page at acquisition. KKW Beauty carried about 50 SKUs at peak. Kylie Cosmetics ran past 100. Both had 10x the operational complexity and a fraction of the multiple. The $35 phone case with a slot for the peptide lip treatment was the giveaway. Wearable advertising. A daily product reminder visible to every person Hailey's customer met that day. e.l.f. paid $800M at close plus a $200M earnout tied to growth e.l.f. now controls. Sephora distribution rolled out fall 2025. International through e.l.f.'s existing channels. TIME just named Rhode one of the 100 most influential companies of 2026. The 8-K already named it $21 million in net sales per SKU. Hailey was the only marketing department Rhode ever needed. e.l.f. paid $1 billion for the headcount.
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Hailey Bieber sold Rhode to e.l.f. for $1 billion in three years. Charlotte Tilbury took 7 years to clear $1 billion. Byredo took 16. The Rhode deal closed August 5, 2025. Rhode shipped 10 products at the time of sale. The 8-K disclosure was unusually granular for beauty M&A. $212 million in net sales for the 12 months ending March 31, 2025. Cost of goods around 19% of revenue. Zero physical retail. Direct-to-consumer only. That COGS line is the part Wall Street kept rereading. Estée Lauder runs closer to 30%. Charlotte Tilbury's pre-acquisition EBITDA margin sat at 3.8%. Rhode was printing margin because the SKU count was small enough to manufacture at scale on each item. The marketing line is where the real story sits. Tribe Dynamics tracked Rhode at $248 million in Earned Media Value in 2024 alone. Ranked #1 in skincare globally. 367% year-over-year EMV growth. Rhode ran a quarter-billion-dollar marketing campaign and paid for none of it. Reported marketing efficiency at the time of the deal was around 9x. Every dollar in brought back nine. Beauty incumbents run that ratio in the 3-4x range. The product strategy was the discipline most celebrity brands miss. Rhode launched June 2022 with three SKUs: peptide lip treatment, peptide glazing fluid, barrier restore cream. $20 to $40 pricing. Roughly one new product per quarter. The full catalog still fit on a single page at acquisition. KKW Beauty carried about 50 SKUs at peak. Kylie Cosmetics ran past 100. Both had 10x the operational complexity and a fraction of the multiple. The $35 phone case with a slot for the peptide lip treatment was the giveaway. Wearable advertising. A daily product reminder visible to every person Hailey's customer met that day. e.l.f. paid $800M at close plus a $200M earnout tied to growth e.l.f. now controls. Sephora distribution rolled out fall 2025. International through e.l.f.'s existing channels. TIME just named Rhode one of the 100 most influential companies of 2026. The 8-K already named it $21 million in net sales per SKU. Hailey was the only marketing department Rhode ever needed. e.l.f. paid $1 billion for the headcount.

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camila talking about hailey and rhode on her last interview: “shoutout to hailey bieber what she did with rhode is amazing” 🫂💘
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camila talking about hailey and rhode on her last interview: “shoutout to hailey bieber what she did with rhode is amazing” 🫂💘

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Hailey Bieber says she feels misunderstood often. That's why she says feeling seen is specifically valuable for her, as the entrepreneur continues to rapidly grow her beauty venture, Rhode. The brand is one of TIME's 100 most influential companies of the year. Read our full interview with Bieber:
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Hailey Bieber says she feels misunderstood often. That's why she says feeling seen is specifically valuable for her, as the entrepreneur continues to rapidly grow her beauty venture, Rhode. The brand is one of TIME's 100 most influential companies of the year. Read our full interview with Bieber:

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Introducing the perfect lip care essentials for your everyday beauty routine! 😍 From luscious lips gloss💋 to nourishing lip balm👄, precise lip brushes, rejuvenating lip scrubs and hydrating lip oil Get ready to show off your beautiful smile like never before 🤩 #RhodesByMo

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Justin Bieber revealed that he made a massive sacrifice for his wife, Hailey Bieber, when he sold his music catalog in 2023 for roughly $300 million to help fund her struggling skincare company, Rhode. Hailey had been battling major production issues after launching the brand in 2022, and Justin decided to step in with hundreds of millions of dollars of his own money to keep the business afloat. Two years later, that gamble turned into a billion-dollar victory. In 2025, e.l.f. Beauty acquired Rhode in a deal worth up to $1 billion, with Hailey staying on as a top executive. Justin called the outcome a huge win for their marriage and business… but then joked that after giving Hailey $300 million, she still hadn’t paid him a single dollar in interest.
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Justin Bieber revealed that he made a massive sacrifice for his wife, Hailey Bieber, when he sold his music catalog in 2023 for roughly $300 million to help fund her struggling skincare company, Rhode. Hailey had been battling major production issues after launching the brand in 2022, and Justin decided to step in with hundreds of millions of dollars of his own money to keep the business afloat. Two years later, that gamble turned into a billion-dollar victory. In 2025, e.l.f. Beauty acquired Rhode in a deal worth up to $1 billion, with Hailey staying on as a top executive. Justin called the outcome a huge win for their marriage and business… but then joked that after giving Hailey $300 million, she still hadn’t paid him a single dollar in interest.

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Bobbi Althoff was disgusted after Sexyy Red started listing off the names of her lip gloss brand, saying stores like Sephora & Ulta REFUSE to carry it because of the names 💀😭
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Bobbi Althoff was disgusted after Sexyy Red started listing off the names of her lip gloss brand, saying stores like Sephora & Ulta REFUSE to carry it because of the names 💀😭

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Hailey at the launch of rhode at Sephora in NYC. There's a rhode booth! 🩷
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Hailey at the launch of rhode at Sephora in NYC. There's a rhode booth! 🩷

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