Who owns rhode?
rhode is owned by e.l.f. Beauty (the United States, NYSE: ELF), which has owned the brand since 29 August 2025.[1]
Evidence: e.l.f. Beauty, Inc. Annual Report on Form 10-K filed 2026-05-21, SEC EDGAR, 21 May 2026. Verified from filings; last checked .
Key facts
- Current owner
- e.l.f. Beauty, Inc. verified
- Owned since
- Owner HQ
- 🇺🇸 United States, Oakland, California
- Origin
- 🇺🇸 United States
- Founded
- 2022
- Category
- Personal care & beauty › Skin care › Facial skin care
- Parent ticker
- NYSE: ELF
- Last verified
- · 1 sources
About rhode
rhode was founded in 2022 by Hailey Bieber with a deliberately short product range and heavy use of short-form video. e.l.f. Beauty agreed to acquire it in 2025 in a deal worth up to $1 billion, one of the largest for a celebrity-founded beauty brand.
What e.l.f. Beauty's annual report says about rhode
Sentences about rhode from e.l.f. Beauty's latest annual filing[1], copied word for word.
We are proud to have products made in Fair Trade Certified facilities. rhode rhode is a line of curated skincare essentials founded by Hailey Rhode Bieber.
Inspired to develop products that really work in a way that's accessible to everyone, rhode is based in science, simplifying many of the mysteries and complex narratives behind efficacious skincare.
Every rhode product is made from purposeful, high-performance ingredients at efficacious levels. rhode is rhode clean, vegan and double-certified by Leaping Bunny and PETA as cruelty-free.
How often e.l.f. Beauty names rhode in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named more often than it was three years earlier.
Ownership timeline of rhode
- 2025 – present e.l.f. Beauty [1] verified
Where rhode sits in e.l.f. Beauty
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full e.l.f. Beauty ownership tree →
See the full e.l.f. Beauty brand portfolio (3) →
Other brands owned by e.l.f. Beauty
e.l.f. Beauty controls 3 brands on Brandtree, 3 of them in personal care & beauty.
Also in personal care & beauty
- e.l.f. Cosmetics (2004)
- Naturium (2019)
Other brands in facial skin care, and who owns them
The 76 brands in facial skin care on Brandtree belong to 38 owners. The largest is POLA ORBIS, with 6; e.l.f. Beauty has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| DECENCIA | POLA ORBIS | 🇯🇵 Japan |
| Clinique | Estée Lauder | 🇺🇸 United States |
| ANYA | Proya | 🇨🇳 China |
| COSRX | Amorepacific | 🇰🇷 South Korea |
| Clé de Peau Beauté | Shiseido | 🇯🇵 Japan |
| Paula's Choice | Unilever | 🇬🇧 United Kingdom |
| ALBION | KOSÉ | 🇯🇵 Japan |
| O HUI | LG H&H | 🇰🇷 South Korea |
About the owner: e.l.f. Beauty
e.l.f. Beauty is a publicly listed company headquartered in Oakland, California, United States, founded in 2004. Brandtree records 3 brands under its control, and it is listed as NYSE: ELF.
e.l.f. Beauty was founded in 2004 selling cosmetics online at a dollar each, and its name stands for eyes, lips, face. It grew into one of the largest mass cosmetics companies in the United States by keeping prices low and moving quickly on trends spread through social media.
e.l.f. Beauty: full profile, brands and acquisition history →
🇺🇸 rhode and other American brands
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; rhode is not one of them.
Frequently asked questions
Who is the parent company of rhode?
The parent company of rhode is e.l.f. Beauty, a publicly listed company headquartered in the United States.
Is rhode American?
Yes. rhode originated in the United States in 2022 and its owner, e.l.f. Beauty, is also headquartered in the United States.
Since when has e.l.f. Beauty owned rhode?
e.l.f. Beauty has owned rhode since 29 August 2025.
Is rhode still owned by e.l.f. Beauty?
Yes. As of 11 October 2026, rhode is still owned by e.l.f. Beauty. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] e.l.f. Beauty, Inc. Annual Report on Form 10-K filed 2026-05-21 — SEC EDGAR, SEC Form 10-K, published 21 May 2026; retrieved 16 September 2026.
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