Rhode

Summary

Rhode is a skincare and hybrid beauty brand founded by Hailey Bieber in June 2022. Named after her middle name, the brand quickly gained popularity for its minimalist approach to beauty, offering a curated line of products designed to deliver a “glazed skin” effect. Emphasising simplicity, efficacy, and transparency, Rhode has become a significant player in the beauty industry. In May 2025, the brand was acquired by e.l.f. Beauty in a deal valued at $1 billion, marking a significant milestone in its journey.

History

Hailey Bieber launched Rhode on June 15, 2022, alongside co-founders Michael D. Ratner and Lauren Ratner. The brand’s inception was rooted in Hailey’s personal skincare journey and her desire to create products that embodied her minimalist beauty philosophy. Initially, Rhode offered three core products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment, each formulated to provide hydration and a dewy glow.

Shortly after its launch, Rhode faced a trademark infringement lawsuit from a fashion brand named RHODE, co-founded by Purna Khatau and Phoebe Vickers. The fashion brand claimed that the use of the name “Rhode” by a beauty brand would cause consumer confusion. However, a judge denied the motion for a preliminary injunction, allowing Hailey Bieber’s Rhode to continue using the name. Over time, Rhode expanded its product offerings to include facial cleansers, lotions, lip balms, blushes, and hybrid makeup products. The brand’s commitment to quality and simplicity resonated with consumers, leading to rapid growth. By the fiscal year ending March 31, 2025, Rhode reported $212 million in sales, underscoring its success in the competitive beauty market.

In May 2025, Rhode was acquired by e.l.f. Beauty in a deal valued at $1 billion. The acquisition included $600 million in cash, $200 million in e.l.f. stock, and an additional $200 million contingent on Rhode’s future performance. As part of the deal, Hailey Bieber retained her role as Chief Creative Officer and Head of Innovation, continuing to lead the brand’s creative direction and product development. Following the acquisition, Rhode began expanding its retail presence. In September 2025, the brand launched its products in Sephora stores across North America and the UK. This move marked Rhode’s transition from an online-only model to a broader retail distribution, aiming to reach a wider audience and enhance brand visibility.

Rhode has maintained a strong commitment to sustainability and ethical practices. All products are vegan, cruelty-free, and gluten-free, catering to a growing consumer demand for ethical beauty products. The brand’s focus on clean ingredients and transparent sourcing reflects its dedication to environmental responsibility and consumer trust. Beyond its product offerings, Rhode has been actively involved in community engagement and empowerment initiatives. Through the Rhode Futures Foundation, the brand supports various causes, including women’s health and economic empowerment. These initiatives align with Hailey Bieber’s vision of using the brand as a platform for positive social impact.

Vision

Hailey Bieber’s vision for Rhode is rooted in her personal skincare journey and her belief in the power of simplicity and efficacy. She aimed to create a brand that offers high-quality products without unnecessary complexity, making skincare accessible and effective for everyone. Bieber envisions Rhode as more than just a beauty brand; she aims to establish it as a legacy brand that stands the test of time.

“My journey towards healthier skin inspired me to develop products that really work, in a way that’s accessible to everyone,” she explained on the official website. “Rhode is dedicated to making products based in science and great formulation, simplifying many of the mysteries and complex narratives behind efficacious skincare. I hope these will become your go-to essentials that can live in your bathroom, be your favourite travel companion, improve your skin over time, and keep your skin happy and hydrated.”

Bieber’s focus on innovation, quality, and community engagement reflects her commitment to building a brand that resonates with consumers on a deeper level. Central to Rhode’s mission is the empowerment of individuals and communities. Through initiatives like the Rhode Futures Foundation, the beauty brand supports causes that promote social equity and empowerment, aligning with Bieber’s broader vision of using business as a force for good.

Mission Statement

Rhode is dedicated to providing high-quality skincare and beauty products that embody simplicity and efficacy. The brand focuses on creating products that deliver visible results without unnecessary complexity, ensuring that consumers can achieve their desired skincare goals with ease. Transparency is at the core of Rhode’s operations. The brand is committed to ethical sourcing, clean ingredients, and cruelty-free practices, providing consumers with products they can trust and feel good about using. Rhode strives to make a positive impact beyond beauty by engaging in community initiatives that promote empowerment and social equity. Through the Rhode Futures Foundation, the brand supports various causes that align with its values and mission.

Key Team

• Hailey Bieber – Chief Creative Officer, Head of Innovation, and Strategic Advisor
• Nick Vlahos – Chief Executive Officer
• Lauren Ratner – President and Chief Brand Officer
• Michael D. Ratner – Co-Founder and Strategic Advisor

Products and Services

Rhode’s skincare line is designed to provide hydration and a dewy glow, featuring products like the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. These products have become staples in many consumers’ skincare routines, praised for their effectiveness and simplicity. Beyond skincare, Rhode introduced hybrid beauty products that combine skincare benefits with makeup functionality. The Pocket Blush and Peptide Lip Tint are examples of products that offer both cosmetic enhancement and skincare nourishment, reflecting the brand’s innovative approach to beauty. Rhode frequently releases limited-edition and seasonal collections, such as The Rhode Kit and The Glow Set, which bundle popular products for a complete skincare experience. These collections cater to consumer demand for curated product sets and often generate significant buzz upon release.

Awards and Services

In April 2025, Hailey Bieber received the Beauty Innovator Award at The Daily Front Row’s 9th Annual Fashion Awards, recognising her contributions to the beauty industry through the launch and success of Rhode. Rhode’s Peptide Glazing Fluid was honoured with the Best Essence award at the 2024 Allure Best of Beauty Awards, highlighting the product’s popularity and effectiveness among consumers and industry experts. At the 2024 Cosmopolitan Beauty Awards, Rhode’s Peptide Glazing Fluid was recognised as the Best Cream Face Wash, further cementing the brand’s reputation for delivering high-quality skincare products.

References

• “e.l.f. Beauty Announces Definitive Agreement to Acquire rhode in $1 Billion Deal”. investor.elfbeauty.com.
• “Hailey Bieber’s beauty brand Rhode plots global expansion”. Vogue Business. 
•  “An Honest Ranking Of Hailey Bieber’s Rhode Products”. Refinery29. 
•  “Rhode, Hailey Bieber’s Beauty Brand, Sells in Billion-Dollar Deal”. The New York Times. 
•  “Justin and Hailey Bieber Had the Same Idea for a Beauty Line”. Teen Vogue.
•  “Hailey Bieber’s Rhode Products Are Boring — Exactly Like She Wanted Them to Be”. Allure. 
•  “Hailey Bieber’s $1 Billion Rhode Deal: Here Are 26 Others Who Made A Fortune In Beauty”. Forbes.
•  “The Rhode to Sephora”. Vogue. 
•  “Hailey Bieber’s Rhode Names Lauren Ratner President, Chief Brand Officer”. WWD. 
•  “Judge Rules Hailey Bieber Can Continue Promoting Rhode Skin-Care Line Amid Trademark Infringement Lawsuit”. Vanity Fair. 
•  “Hailey Bieber Scores a Legal Victory in Rhode Skincare Trademark Case”. E! Online. 
•  “Hailey Bieber’s beauty brand rhode just sold to e.l.f. for $1 billion | CNN Business”. CNN.