"Lauren Ratner's road to Rhode wasn't totally linear, but every turn had its purpose. The brand's cofounder, who became its president and chief brand officer at the end of 2023, initially met founder Hailey Bieber through both of their husbands. At that point, working at Reformation after a stint at Michael Kors, "we clicked," said Ratner. "I understood her vision, her taste, her aesthetic. We speak the same visual language.""
"From cocreating that vision pre-launch to overseeing the brand's lightning-fast growth path (it was the youngest beauty brand in industry history to sell at a valuation of $1 billion, in a landmark sale to E.l.f. Beauty), Ratner didn't take a traditional beauty route - and that's what gave her a competitive advantage. "Hailey and I have both come from a fashion background, and when we built Rhode, we weren't following a traditional beauty playbook, and that allowed us to stand apart," she said,"
Lauren Ratner transitioned from roles at Michael Kors and Reformation into cofounding and later leading Rhode as president and chief brand officer in late 2023. Ratner partnered with Hailey Bieber early, aligning on a shared visual language and aesthetic. Rhode pursued a nontraditional beauty playbook rooted in fashion sensibilities, megawatt campaigns, celebrity and superfans-driven social strategy, and immersive pop-up and retail experiences such as a Sephora gondola. The brand achieved rapid scale, culminating in a landmark sale to E.l.f. Beauty that valued Rhode at $1 billion, showcasing the impact of distinct brand marketing and world-building.
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