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Team Members:

Annabelle Kinnes
Grace Robinson
Katie Walters
Libby Gray
Lily Kellard
Zarina Saleem

Keywords

• Emotional resonance
• Wellness market penetration
• Science-focused consumer base

Summary

Founded in 2022 by Hailey Rhode Bieber and acquired by e.l.f. Beauty in 2025, Rhode is a curated line of skincare essentials and hybrid makeup built on innovative formulations. While the brand generates significant earned media value, its growth remains overly reliant on founder-led parasocial engagement and lacks deeper emotional resonance, effective distribution and physical consumer experiences. Rhode Refined converts visibility into longevity, shifting from celebrity momentum to community-driven meaning grounded in science, storytelling and empowerment. This re-evaluation strengthens emotional connection, builds a redefined consumer base and enables Rhode to establish authority among wellness-oriented consumers within the $2 trillion global wellness industry (McKinsey and Company 2025).