Rhode Beauty isn’t just another skincare label—it’s redefining what modern beauty looks like. With its minimal approach, clean formulas, and high-performing products, it has quickly carved out a major space in the industry. Backed by smart strategy and major investment, Rhode proves that less really can be more.
While the beauty industry continues to expand, Rhode stays grounded in a simple truth: people want products that work without the clutter. And now, the brand is setting its sights on global dominance.
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So, What Is Rhode Beauty?
Launched in 2022, Rhode Beauty entered the scene with a small but thoughtful product line. Each item is made with clean, gentle ingredients and wrapped in packaging that feels luxe—but stays within reach. The concept? Effective skincare that looks and feels premium, without the heavy price tag.
From the start, Rhode stood out. No 10-step routines or overwhelming collections—just carefully designed products that do what they promise. From hydrating lip treatments to glow-boosting milks, the focus is on real, visible results.
Who’s Behind It?
Rhode’s founder is none other than Hailey Rhode Bieber, and this brand is far more than a celebrity side project. Hailey is deeply involved in every detail—from product creation to branding. Her vision is simple: skincare should be both fun and functional, reflecting a low-effort, high-impact lifestyle.
While her name brought attention, it’s her hands-on role and clear purpose that have given Rhode lasting power.
Rhode Beauty’s Rise: A Quick Timeline
| Year | Milestone | What Happened |
|---|---|---|
| 2022 | Brand launch | Introduced with just 3 hero products |
| 2023 | Sephora partnership | Global expansion began |
| 2024 | Acquired by E.l.f. for $1B | Major industry move |
| 2025 | UK and India expansion announced | Taking the brand global |
In just a few years, Rhode grew from a passion project to a billion-dollar beauty empire.
The $1 Billion Deal That Shook the Industry
When E.l.f. acquired Rhode for $1 billion—$600 million in cash, $200 million in stock, and another $200 million based on future performance—it was clear the brand’s influence went beyond product sales. Rhode had become a cultural force.
The deal brought Rhode more funding and reach, while E.l.f. gained a loyal, trend-savvy customer base. It was a win-win—and one of the boldest beauty moves in recent years.
How It All Started
From its 2022 debut, Rhode had a clear mission: simple, beautiful, effective skincare. With fewer than a dozen products, it generated over $200 million in sales by focusing on quality and community—not clutter.
Pop-ups drew crowds, online drops sold out, and the brand built buzz the organic way: with loyal fans and smart social media.
Rhode Beauty’s Social Media Power
Each digital platform played a key role in Rhode’s rise:
| Platform | Popularity | What’s Happening There |
|---|---|---|
| High | Honest reviews, community talk | |
| Very High | Hailey updates, influencer love | |
| TikTok | Explosive | Demos, trends, viral product videos |
| Official Website | Steady | Exclusive drops, fast sales |
Social media helped Rhode turn everyday users into brand ambassadors—without shouting.
What Makes Rhode Different
Rhode doesn’t overwhelm. Each product has a purpose. The formulas are gentle but powerful. The packaging? Sleek, minimal, and chic. It’s beauty without the fluff—and people are loving it.
The brand’s aesthetic and honesty build trust. Customers know what they’re buying, and that transparency stands out in today’s crowded market.
Retail Expansion: A Game Changer
Getting into physical stores, especially Sephora, brought a new wave of visibility. Being able to test and buy Rhode products in person has boosted trust and convenience. It’s no longer just an online sensation—it’s a full-on retail force.
Rhode x Sephora: Why It Matters
Being stocked at Sephora isn’t just about shelf space—it’s a sign of legitimacy. Customers can compare Rhode alongside other top brands and shop instantly without waiting on a delivery.
That access has fueled repeat buyers and deepened brand loyalty.
Why E.l.f. Made the Move
E.l.f. saw huge potential in Rhode’s community-driven, Gen Z-loved aesthetic. The deal includes $600M in cash and $200M in stock, with another $200M in future incentives. For E.l.f., it’s a fresh, premium addition to their portfolio. For Rhode, it’s the rocket fuel needed to scale globally.
The Power of Community
Rhode’s fans aren’t just customers—they’re a movement. Online groups buzz with reviews, hacks, and excitement. Pop-ups turn into full-blown events. This organic connection gives the brand staying power and authenticity that can’t be bought.
A Perfect Brand Match
Rhode and E.l.f. are a smart pair. Both move fast, value community, and keep things affordable without compromising on impact. Their goals are aligned, and together they’ve built a force that mixes cool with commercial success.
Where to Buy Rhode Products
You can buy Rhode directly from its official website, at pop-up shops, or in-store through Sephora in the U.S., Canada, and more regions soon. India and the UK are next on the map.
This multi-channel strategy helps Rhode reach even more fans—while keeping things accessible.
The Hailey Bieber Factor
Hailey isn’t just the face of the brand—she’s deeply involved in everything from product design to strategy. Her role as founder and innovator helps the brand stay personal, fresh, and focused.
| Role | Involvement Level | Impact |
|---|---|---|
| Founder | Deep in product dev | High |
| Strategist | Brand direction | Very High |
| Creative Lead | Design + packaging | Constantly evolving |
Her hands-on approach gives Rhode an edge—and keeps it grounded in its original mission.
What’s Next for Rhode?
Expect more global launches, tech-forward upgrades, and hybrid beauty products that blend skincare with makeup. Seasonal drops, limited-edition collaborations, and new packaging updates are in the pipeline.
The team listens closely to feedback—and adapts quickly.
India’s Growing Demand for Rhode
Although it’s not officially sold in India yet, excitement is building fast. From Delhi to Mumbai, fans are using international shipping to get their hands on Rhode products. Social media is filled with tips and reviews on how to buy and what to try.
India is shaping up to be a major next step for the brand’s expansion.
Fan Favorite: Rhode Peptide Lip Treatment
This lip balm has become a cult favorite. It’s ultra-hydrating, silky-smooth, and gives a glossy finish without stickiness. With subtle flavors and an easy-to-carry design, it’s skincare that doubles as a stylish accessory.
Many users say it outperforms more expensive brands—proof that Rhode’s formulas really deliver.
Ownership Breakdown: Who Runs the Show?
Rhode started with Hailey’s vision and now operates under the E.l.f. umbrella. But the original team still runs product development, marketing, and customer service. The brand has scaled—but the soul remains the same.
Top Products That Built Rhode’s Identity
| Product Name | Year | Key Feature |
|---|---|---|
| Peptide Lip Treatment | 2022 | Deep hydration for lips |
| Glazing Milk | 2023 | Lightweight glow booster |
| Pocket Blush | 2024 | Multi-use cheek/lip tint |
| Phone Case Accessory | 2024 | Lip balm holder built-in |
These top-sellers capture what Rhode does best: simple products with real impact.
How Rhode Compares to Other Brands
| Brand | Hero Product | Price Range | Vibe |
|---|---|---|---|
| Rhode Beauty | Peptide Lip Treatment | $16–$28 | Minimal, Gen Z-approved |
| Summer Fridays | Lip Butter Balm | $24–$30 | Clean, influencer-loved |
| Rare Beauty | Soft Pinch Blush | $20–$25 | Celebrity-powered |
| Glossier | Milky Jelly Cleanser | $18–$22 | Indie, playful |
Rhode keeps its lineup lean and its message clear. That’s part of why it resonates so well with its audience.
Final Thoughts
Rhode Beauty proves that big things can come from small, focused ideas. It’s a brand built on simplicity, authenticity, and smart design—and people are noticing. Whether you’re buying from Sephora or discovering the latest TikTok trend, one thing’s certain: Rhode is here to stay.
