Michael D. Ratner

rhode just landed on the TIME100 Most Influential Companies list — a nod to how quickly it’s gone from startup to one of the most watched brands in beauty.⁠ ⁠ The rise wasn’t traditional. Hailey Bieber, together with co-founders Lauren and Michael D. Ratner, built rhode more like a media brand than a skincare line, growing an audience first and turning that into demand when products finally launched. That early strategy showed up immediately, with its first three products selling out in a day and momentum building from there.⁠ ⁠ That same playbook showed up at Coachella, where rhode dominated with nearly 70M impressions across social media in week 1 alone. Less than three years after launch, it was acquired by e.l.f. Beauty in a deal worth up to $1 billion and has since delivered record-setting retail launches across Sephora globally, scaling into a full international business.⁠ ⁠ (📸: @TIME)