引言
The model, who has been known as_phycine Bieber for her middle name, launched e.l.f. Beauty (formerly Annuding Bieber; shortened to Rheman) three years ago. Rheman, one of the youngest e.l.f. products, quickly became a global phenomenon due to Bieber’s popularity—a brand that prioritized simplicity and aesthetics, contrasted with the overwhelming variety of skincare products on the market. Bieber has a strong following, with close to 55 million Instagram followers worldwide, and is celebrated as a 小鲜肉（小鲜肉） .
The Birth of Rheman
Thirteen years old, Bieber joined the瞬间 and intentional experimentation in the world of skincare and makeup, leaving a ripple effect of innovation in the beauty industry. She co-founded Rheman along with Michael Ratner and Lauren Ratner, two former marketing directors at Deformation (Reformation). Her goal was to create a brand that not only appealed to beauty enthusiasts but also to the everyday person by offering products that focused on simplicity and quality. Bieber’s “edited and curated” shopping experience was designed to cut through the noise of the market, and Rheman quickly gained viral popularity thanks to Bieber’s celebrity and fashion.
Bieber’s story is not unique to her field, as other celebrities have gained traction through independent ventures in the past decade. For example, Selena Gomez founded Rare Beauty in 2020, and Rihanna created Fenty Beauty, a joint venture with French luxury company LVMH, in 2017. Despite her success, Bieber still holds a growing stake in several companies, including her own, after e.l.f. purchased Rheman in 2023.
The acquisition deal
e.l.f. Beauty announced that it will acquire Rheman for a total of $1 billion, aligning with the increasingly large scale of celebrity beauty acquisitions in recent years. The transaction includes $600 million in cash, $200 million worth of Rheman stock, and potentially future payouts based on Rheman’s growth over the next three years.
After launching Rheman in Los Angeles in early 2022, Bieber became a cumulative owner of a majoritybeeld of the company after serving as its chief creative officer and head of innovation. While it is uncertain exactly how much of Rheman she owns, the deal suggests that she will likely基因化其利润，若uity trillion. Although eager for ballpark numbers from the deal, it remains unclear how much of the company Bieber possesses.
Bieber’s story is deeply personal. In 2022, she shared a reflection on her波特所示生活的经历, noting that she had created a travel itinerary following her own routine as a young adult dealing with a lot of flying. “‘And that was something that made me think about what I would want in my carry-on bag.’” Bieber told Forbes in 2022. “I thought, What am I really carrying in my bag? Maybe it’s not the right answer to the question about my life.”
She is also the creator of Rheman, a brand that centers on natural, ethereal products. Many pierced faces fone Rheman to reflect their skin, making it an intuitive choice for creating effortless beauty solutions. Bieber’s ability to blend aesthetics with functionality has set her apart. “It’s empowering to keep doing it because you know, what you’re doing is unique,” she said in 2022, acknowledging that her own journey was far from satisfying. “I don’t know how else to say it except that it just feels so crazy.”
The R&D behind Rheman
Rheman’s success lies in its focus on innovative, functional beauty products. The brand initially included only three products but gradually expanded to include colorprimir, foundation, eye-mascara, highlighter, and nail varnishes. Last week, Sephora announced that Rheman would start selling exclusively through its website in the U.S., Canada, and the U.K. by the fall of 2025. While e.l.f. has raised billions in funding, the acquisition still represents a significant milestone in Bieber’s career.
Bieber’s story goes beyond the blindfolded life of beauty. In 2020, rare beauty sold $367 million.🃪 A return from her early days as a model andStarting from a very personal and emotional beganRheman’s success highlights the natural human exception in childhood. Bieber took a break from modeling during the pandemic, and her departure from the modeling profession allowed her to focus on spontaneous creativity and(bsistrum_sizes, therz of Rheman worked toward coining the term “cosmetic beauty,” a term that is still relevant to the brand today.
The future of Rheman and Rheman Company
The acquisition of Rheman represents the beginning of Rheman’s trajectory towards sustainability and innovation. CEO Sagha Cummera, who took over in early 2024, emphasizes that Rheman’s long-term vision will focus on making beauty truly meaningful and authentic. Bieber also continues to embrace the role of managing her personal life while significantly enhancing Rheman’s brand image.
For its future, e.l.f. recently raised under $100 million at an.kwargs under Angel Capital’s and Aser Ventures’ ownership. The potential value of the deal is solidified by theAXB’s high valuation from three investors, and theclamation was made last month.
Conclusively
Rheman, creator of the brand that broke barriers in beauty innovation, is not just a product but a reflection of Bieber’s mindset. Her journey from being a fashion prodigy to a prioritizer of beauty has left a lasting impact on the industry. And as Bernstein saw it, “it just feels so crazy” in her pursuit of her true self. e.l.f.’s acquisition of Rheman challenges the status quo and shows how one individual can change the narrative of a global industry.
