Guide to Rhode

 

• Founder: Hailey Bieber

• Founded in 2022

• Values: Simplicity. Affordability. Authenticity. Quality. Transparency

• All products have high performed ingredients: Acai, squalane, marula oil, hyaluronic acid, babassu, cupuacu, niaminicide, shea butter and peptides (website lists what these ingredients help with)

• Low risk of carcinogens (founded by EWG.org)

•  $$ Prices are average: pocket blush ($25), peptide lip treatment ($20), glazing milk ($32)

• E.L.F. Beauty bought Rhode for $1 billion

• Media value growth: 367%

• Sale Growth: $212 million in a year ending at March 31, 2025

Guide To Emi Jay

 Emi Jay

• Co-founder: Julianne and her mom

• Found in 2009

• Values: Bold femininity + high quality products

• All products are biodegradable cellulose acetate base 

• Hair mists have low concern of cancer (stated from EWG.org) and other products are cancer free

• EWG mentioned high risk in allergy + immunotoxicity

• $$$ Pricy: custom brush ($140), other brushes ($48-52), hair clips ($36)

• Sale growth: 37% year-over-year growth in its direct-to-consumer sales for two consecutive years

• Media value: increased 180%

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