Lauren Ratner's Domain: Living as the Marketing It Girl, Creating a $1 Billion Beauty Brand with Hailey Bieber, and…

      Enter the realm of the most exciting creatives in the fashion sector with our series, My World, where readers will learn how leading stylists, designers, and trendsetters developed their careers; their favorite dining spots, cherished albums, and fashion discoveries; the etiquette principles they uphold; and much more. Innovative, savvy, groundbreaking, and artistic—these descriptors only begin to convey the essence of Lauren Ratner. This is hardly surprising considering that Ratner is a prominent brand builder of her generation. She co-founded Rhode, the beauty industry's hottest venture, in 2022 with her husband, Michael D. Ratner, and founder Hailey Bieber. In a headline-grabbing move, the brand was acquired by e.l.f. Beauty for $1 billion, marking the fastest exit to a billion dollars in beauty history. Cue the mic drop! Well, not quite—there's additional insight to share.

      Ratner's achievements didn’t solely start with Rhode. She has held positions at other notable brands, such as Michael Kors and Reformation, and even established her own firm, LER Consulting. It’s noteworthy that she accomplished all of this before turning 35 and was named on the Forbes 30 Under 30 list in 2020. Rhode made a splash by entering Sephora this fall in both the U.S. and the UK with an unprecedented launch (more on that to follow), and amidst all this, Ratner revealed her pregnancy! Ratner is making it happen, and her story is incredibly motivating. Below, Ratner provides insight into her life as a marketing icon. Step into Ratner's world.

      Could you summarize your career path that led you to founding and leading one of beauty's most prominent brands? My background has consistently revolved around brand development, marketing, and collaborating directly with founders to realize their visions and turn them into commercial products. Storytelling has always been a profound passion of mine, a critical aspect of my career journey—articulating concepts through creative visuals, innovative content, and thoughtful product messaging. This plays a significant role in how we developed Rhode and what I prioritize in my current position. I have previously worked at both larger established companies like Michael Kors and fast-growing startups like Reformation, providing me with diverse experience and sharpening various skill sets that I now apply at Rhode.

      How did you first begin working with Hailey Bieber, and what does that partnership entail? I met Hailey through my husband, Michael, who had previously collaborated with her and Justin on his documentary series, Seasons. At that time, Hailey was considering launching a skincare line, and we began discussions about what Rhode could become. From the outset, I quickly grasped her vision and recognized that we shared the same visual language, establishing a genuinely collaborative creative partnership. We began crafting the universe of Rhode from there. Both Hailey and I come from non-traditional beauty backgrounds, so Rhode drew inspiration from outside the industry—such as fashion, architecture, and travel. Our approach to building Rhode was through a fashion lens, which felt innovative in the beauty realm and didn’t adhere to any existing playbook. Instead, we relied on our instincts and what felt right, and we continue to do so!

      What does a typical day in your life look like? My day usually begins with coffee in the morning with my husband, where we discuss our plans for the day. That’s my favorite part! Afterward, I head to the office for a day filled with meetings. I spend considerable time with our marketing, retail, creative, and product development teams planning our calendar and strategizing our launches. Creative brainstorming sessions with my team, where we share ideas and I pull references from Pinterest (which I adore), are the most enjoyable part of my day.

      Being nine months pregnant has made my post-work routine quite different from what it used to be. Nowadays, I typically come home, have dinner, and watch Bravo on the couch. Before pregnancy, you'd usually find me at a work event or dining out with friends while enjoying a margarita. I can't wait to get back to that!

      E.l.f. acquired Rhode for $1 billion, making it a significant achievement. What does this milestone mean to you and your team? Over the past five years, we've focused intently on developing, defining, and scaling Rhode, and this journey has been one of the most rewarding experiences of my life. As our business expanded and our vision evolved, we acknowledged the need for a suitable partner to help us amplify our brand and reach more audiences. We found that partner in e.l.f. Beauty, providing us with the support necessary for further global expansion and the creation of new innovative products while maintaining our brand identity and community.

      Did landing in Sephora always rank high on your goals with Bieber? What does this major accomplishment represent for you? Entering retail and allowing our customers to experience our products in real life has always been part of our dream!