rhode skin

The journey of Rhode began not in a boardroom, but from the personal passion and skincare philosophy of its founder, Hailey Rhode Bieber. Long known for her signature 'glazed donut' complexion, Bieber envisioned a brand that could demystify skincare, making high-quality, effective products accessible to everyone. This idea, first conceptualized around 2019, was born from her own struggles and experiences in finding simple, yet powerful, solutions for her skin. After an initial trademark attempt for 'Bieber Beauty' was rejected, she turned to her own middle name, a name that would soon become synonymous with dewy, nourished skin. In June 2022, this vision became a reality with the official launch of Rhode.

From its inception, Rhode was built on a 'less is more' ethos, debuting with a tightly curated collection of essentials: the Peptide Glazing Fluid, the Barrier Restore Cream, and the Peptide Lip Treatment. The brand's philosophy was clear – to focus on nourishing the skin's barrier with science-backed, gentle, and intentional formulas. This minimalist approach resonated deeply in a market often saturated with complex routines. The launch was an immediate, explosive success. Products sold out within minutes, amassing huge waitlists and cementing Rhode's status as a viral sensation. The Peptide Lip Treatment, in particular, became a cultural phenomenon, a must-have accessory seen in the hands of celebrities and influencers alike. The brand's innovative marketing, including the viral lip balm phone case, further propelled its meteoric rise. This incredible journey from a personal passion project to a beloved beauty empire culminated in May 2025, when it was announced that Rhode would be acquired by e.l.f. Beauty in a landmark deal, marking a new chapter of global expansion and innovation for the brand that made 'glazed' a household term.