Many people think celebrity beauty brands are simply passion projects with a famous name attached. But if you follow Hailey Bieber even casually, you’ll know Rhode wasn’t born from a boardroom trend forecast. It was something she’d been quietly obsessing over for years.
Her skin had always been part of her identity — both a blessing and a challenge. Behind the signature glow was a history of perioral dermatitis flare-ups, sensitivity, and a constant quest to find products that actually worked. The idea for Rhode started taking shape as early as 2019, though her first attempt, “Bieber Beauty,” hit a trademark wall (her husband Justin already had the rights). So Hailey pivoted — choosing “Rhode,” her middle name, and a name with personal meaning.
While most celebrity brands jump straight into makeup, Hailey knew she wanted to start with skincare — because, as she’s said in interviews, “I want skin that looks good without makeup first.”
Building Something Different
Rhode wasn’t thrown together overnight. Behind the scenes, Hailey took her time, pulling in a trusted circle to help shape the brand. Among them were co-founders Michael D. Ratner (a longtime collaborator and family friend) and Lauren Ratner, who brought a sharp operational edge to the table. But one of Hailey’s smartest moves? Assembling an expert advisory board from day one.
She worked side by side with Dr. Dhaval Bhanusali, a New York-based dermatologist who’s had a hand in some of the beauty industry’s most respected “derm-backed” brands. Ron Robinson, an experienced cosmetic chemist with more than twenty years in the field, also contributed his expertise to Rhode’s formulations. This wasn’t about stamping her name on a pretty package — Hailey was determined to create products that could genuinely deliver results.
At the heart of Rhode is what Hailey calls “edited, intentional skincare”: a less-is-more approach that puts skin barrier health first. She wanted every formula to work hard for people with sensitive or reactive skin — especially those overwhelmed by today’s flood of actives and overcomplicated routines.
The Launch That Went Viral
In June 2022, Rhode made its first appearance with a carefully selected trio of products:
From the jump, it was obvious this wasn’t going to be another celebrity cash-in. The site crashed within hours of launch. Every drop sold out almost instantly. TikTok lit up with “glazed donut skin” tutorials, and even beauty editors who’d seen it all were genuinely impressed.
The hype wasn’t just about Hailey’s famously flawless skin — it was about how the products actually felt on the face. The Glazing Fluid in particular became an overnight favorite: an ultra-light, serum-meets-moisturizer packed with peptides, niacinamide, marula oil, and hyaluronic acid. It layered beautifully under makeup and left skin visibly plump and dewy — not greasy.
The Peptide Lip Treatment soon became a fan favorite, earning a devoted following among beauty lovers. Available in flavors like watermelon, salted caramel, and unscented, it offered rich, buttery hydration that outperformed your average lip balm.
The Brand That Grew Organically
Instead of chasing trends or churning out endless new products, Rhode grew at its own pace. In 2023, the brand launched Glazing Milk, a lightweight, creamy essence enriched with ceramides and beta-glucan to fortify and replenish the skin barrier.
Then came Pocket Blush in 2024 — a creamy blush stick that quickly became a staple among beauty editors, praised for its blendable texture and naturally radiant finish. Not long after, Rhode expanded the Lip Treatment line with tinted versions, giving fans sheer, wearable color in the same nourishing formula they already loved.
Throughout this growth, Rhode stayed true to its ethos: keeping products affordable (under $40), fragrance-free, gluten-free, cruelty-free, and vegan — a list of values that speaks directly to its Gen Z and millennial customer base.
How Involved Is Hailey, Really?
Here’s the thing about Rhode — it works because Hailey’s not just the face of it, she’s genuinely in it. You can tell. When you watch her GRWM videos or scroll through her TikToks, these aren’t products she pulls out for promo. They’re what she’s actually using, day in and day out.
Her close friends, like Kendall Jenner and Justine Skye, were among the first to use the products. Not because of promo deals, just because they liked them.
And behind the scenes? Hailey’s deep in it. She’s at the labs, testing, giving feedback, tweaking things until it feels right. Cosmetic chemist Ron Robinson put it simply: “She’s incredibly thoughtful and asks the right questions.”
Why Rhode Feels Different
Let’s be honest — in the past few years, celebrity beauty launches were everywhere. It got overwhelming fast, and plenty of brands fizzled out.
Rhode didn’t. A big reason was timing. People were craving simpler routines, not 12-step lineups. Rhode’s edited range — focused on hydration and barrier care — landed at exactly the right moment.
And it wasn’t just timing. Hailey’s been open about her skin challenges, and it’s clear Rhode was built with that in mind. You can feel that personal touch in the products.
When TikTok Took Over
The other reason Rhode caught on? It fit perfectly with where beauty culture was headed. The “clean girl” look was dominating, and everyone wanted that fresh, dewy glow.
TikTok played a massive role. “Glazed donut skin” became a viral phrase. Creators weren’t just reviewing Rhode, they were building routines around it. The buzz that followed was completely authentic and gave the brand momentum that traditional marketing can’t replicate.
Rhode leaned into it too. They reposted customer content, celebrated community moments, and even turned quirky add-ons — like their Lip Case — into mini cult products.
The e.l.f. Deal That Changed Everything
By the end of 2024, Rhode wasn’t just a cool brand anymore. It had surpassed $200 million in annual revenue. No debt. Full ownership. Serious numbers.
That’s when e.l.f. came knocking. They’ve made some really smart acquisitions lately, and Rhode was a perfect match. The deal dropped in May 2025 — $1 billion total. That kind of valuation puts Rhode in elite company, right next to Fenty Skin and the other heavy-hitters.
It’s not just hype now. The industry clearly sees Rhode as a long-game player.
Why e.l.f. Made the Move
Industry analysts quickly called the acquisition a smart move. With Rhode, e.l.f. gains:
- A fast-growing, Gen Z–beloved skincare brand
- A focused, profitable product lineup with room to grow
- Hailey as a global beauty figure who will remain Chief Creative Officer
Rhode also brings standout direct-to-consumer expertise and a highly engaged social following. These are strengths that e.l.f. is well positioned to scale globally.
What’s Next for Rhode
The future looks bright. Rhode’s expansion into Sephora is slated for late 2025, with launches in both North America and the U.K. This marks the brand’s first major retail partnership.
At the same time, whispers of new product categories are circulating. Hailey has teased possibilities like sun care, body care, and even hair care. But in true Rhode fashion, the brand will continue to take an “edited” approach and avoid flooding the market with endless products.
Hailey remains fully at the helm creatively. In her own words to WWD: “This brand means so much to me.” I’m excited to keep building it, now with more resources to grow faster and smarter.
The Experience: Real Talk
As someone who’s tested nearly every celebrity beauty brand, and been let down by plenty, I can honestly say Rhode stands out.
One product I always come back to is the Glazing Fluid. It’s featherlight, gives the perfect glow, and wears beautifully under makeup.
The Barrier Restore Cream also won me over. It’s more nourishing than I expected, yet doesn’t clog pores or cause any pilling. In winter, it’s exactly what my dry skin needs.
Pocket Blush is now a travel favorite. And while the Lip Treatment can feel a bit sticky for daytime wear, it’s unmatched as an overnight lip mask.
Perhaps the biggest sign of success? I actually repurchase these. That’s something I rarely do as a beauty editor who’s constantly testing products. Many of my friends, not influencers, are hooked as well.
Final Thoughts
In an industry filled with short-lived celebrity brands, Rhode’s rise has been refreshingly genuine. The brand is built on thoughtful product development, expert formulation, and earned consumer trust. This is not just hype.
With e.l.f.’s backing, Rhode looks ready to evolve from buzzy indie to long-term beauty mainstay. And with Hailey still deeply involved, the brand’s mission of “intentional skincare for everyone” feels more real than ever.
Also Read: 10 Celebrity-Approved Beauty Products You Need to Try
Elowen Farley is your backstage pass to the glamorous world of celebrities at ThirtysSix. With a finger on the pulse of pop culture, Elowen delivers the latest scoop on A-listers, from red carpet looks to behind-the-scenes gossip. Her tone is lighthearted and fun, offering a mix of fashion critiques, celebrity interviews, and trend breakdowns. Elowen has a knack for spotting the next big thing, whether it’s a rising star or a viral style moment. For readers who love all things entertainment, Elowen’s content offers a fresh and exciting perspective on the ever-evolving world of celebrities.
