Shop the must-have products from Hailey Bieber’s Rhode Skincare line—your guide to achieving her signature glow with minimalist, effective beauty essentials.
In a landmark move shaking up the beauty industry, e.l.f. Beauty has announced its acquisition of Hailey Bieber’s skincare brand, Rhode, for a staggering $1 billion. Launched in 2022, Rhode has swiftly risen to prominence, captivating Gen Z and millennial consumers with its minimalist aesthetic, effective formulations, and Bieber’s influential presence. This acquisition not only underscores Rhode’s meteoric success but also signals e.l.f. Beauty’s strategic expansion into the prestige skincare market.
The Business of Rhode: A Meteoric Rise
Rhode’s ascent in the beauty world is nothing short of remarkable. Within just three years, the brand achieved $212 million in net sales, primarily through a direct-to-consumer model and a curated lineup of only 10 products. Its innovative marketing strategies, including viral products like the Peptide Lip Treatment and the lip balm phone case, have garnered significant attention. In 2024, Rhode was recognized as the number one skincare brand in Earned Media Value, boasting a 367% year-over-year growth.
The acquisition deal comprises $800 million in cash and stock, with an additional $200 million contingent on performance milestones over the next three years. Hailey Bieber will continue to play a pivotal role, serving as Rhode’s Founder, Chief Creative Officer, and Head of Innovation, guiding product development and creative strategy.
Top Rhode Products to Elevate Your Skincare Routine
Rhode’s product line is celebrated for its simplicity, efficacy, and affordability. Here are some standout products that have become favorites among consumers and beauty editors alike:
The Rhode Kit
$117
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This comprehensive set includes the Pineapple Refresh Cleanser, Glazing Milk, Peptide Glazing Fluid, and Barrier Restore Cream. It’s designed to provide a complete skincare routine that nourishes and hydrates the skin.
Glazing Milk
$32
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A nutrient-rich, lightweight essence that boosts the skin’s barrier function and provides immediate, luminous hydration. It’s an essential prep step in the Rhode routine.
Barrier Restore Cream
$32
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A rich yet lightweight moisturizer that comforts and soothes the skin barrier. It’s formulated with antioxidant peptides to deliver hydrated, smoother, and softer skin over time.
Peptide Lip Tints
$80
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This tinted lip treatment offers a sheer wash of color while delivering nourishing hydration. It’s available in various shades to suit different preferences.
The Travel Set
$86
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Perfect for on-the-go skincare, this set includes travel-sized versions of Rhode’s essential products, ensuring your skin stays hydrated and radiant wherever you are.
The Future of Rhode Under e.l.f. Beauty
With the backing of e.l.f. Beauty, Rhode is poised for significant growth and global expansion. The acquisition will allow Rhode to leverage e.l.f.’s extensive distribution networks and resources, making its products more accessible to consumers worldwide. Additionally, the collaboration is expected to foster innovation, with new product developments and enhancements on the horizon.
Hailey Bieber’s continued involvement ensures that the brand’s original vision—offering high-quality, inclusive, and effective skincare—remains at the forefront. As Rhode embarks on this new chapter, it stands as a testament to the power of authentic branding, strategic partnerships, and a deep understanding of consumer needs in the beauty industry.
Recommended Products:
- The Rhode Kit: A comprehensive set for a complete skincare routine.
- Glazing Milk: A lightweight essence that hydrates and preps the skin.
- Barrier Restore Cream: A moisturizer that soothes and strengthens the skin barrier.
- Peptide Lip Tint: A tinted lip treatment for color and hydration.
- Barrier Butter: An intensive balm for dry and irritated skin areas.
- The Travel Set: Travel-sized essentials for skincare on the go.
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