Hola Sugarcups, Rhode has just changed the definition of a beauty exit- and E.l.f. understands it. Alright. For the record? When Hailey Bieber introduced Rhode in 2022, I was skeptical. I recall scrolling past it, saying, “Ugh. Another celebrity skincare line? Because the world is just clamoring for more hyaluronic acid in a beige bottle, of course.” I am in the business of brand strategy. I’ve seen it all before: glamorous founder, abundant hype, forgettable product – and a PR team doing the cheerleading. So sure, I thought for sure Rhode was going to be another blip in the radar.…
