The Rhode founder discusses her personal connection to women's health, motherhood, her evolving role at E.l.f. Beauty and what's next for the brand.
The beauty founder is deepening the brand’s long-standing commitment to women with a $5 million, three-year partnership with the Foundation for Women’s Health, marking Rhode’s largest philanthropic investment to date.
“I could have never predicted where we were going to be today, even a year ago,” Bieber told WWD in an exclusive interview. “Rhode has completely exceeded everything that I had ever hoped that it was going to be.”
Rhode’s performance has also reportedly surpassed the expectations of parent company E.l.f. Beauty, which acquired Rhode in 2025 in a deal valued at up to $1 billion. In May, E.l.f. reported that Rhode had generated more than $500 million in annualized global retail sales and approximately $390 million in net sales, up more than 80 percent year-over-year, in fiscal 2026.
Now, Bieber is channeling that momentum into women’s health research, a cause she says is deeply personal, shaped by her own experiences and the health challenges faced by women close to her.
“I feel really drawn to women’s health,” she said. “I have a sister who struggles with PMOS. I have lots of friends that struggle with it, with endometriosis, with a lot of different, very specific women’s health issues. As a woman, I feel frustrated by the lack of research, the lack of awareness, the lack of certain conversation around it.”
Motherhood has broadened her perspective.
Source link
