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Commercial Awareness Compass

From start-up to sale: Hailey Bieber's $1bn Rhode exit

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Henry Nelson-Case

Henry is a Senior Associate at Thrive Law, with a background in both private practice and in-house. His expertise spans across IP technology and comms commercial litigation.

Published Mon, 14 Jul

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Rhode, Hailey Bieber’s skincare brand, is being snapped up by cosmetics giant e.l.f. Beauty for a tidy sum of up to $1 billion, depending on business performance. No longer at risk of being condemned to the celebrity brand abyss, the deal is all the more impressive when you consider Rhode was only founded in 2022. Beneath the gloss, this acquisition shows how legal strategy underpins every stage of a startup’s journey, from formation to final sale.

So what makes a brand buyable? How do lawyers help founders navigate complex exits? And how do buyers avoid inheriting a regulatory mess dressed up as a glowing beauty brand?

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