The History of Rhode

Before Rhode existed, Hailey Bieber was already shaping beauty conversations. Her beauty choices had become a point of fascination across social media, with routines, product breakdowns, and tutorials circulating widely. But behind that visibility was a more practical frustration. Bieber had spoken about struggling to find products that supported her skin barrier without overwhelming it. She wanted formulas that were effective, but simple enough to use consistently.

It was that desire for a more considered skincare wardrobe that became the starting point for Rhode. Rather than building a brand around scale or trend, the vision for Rhode was a tightly edited collection of essentials: fewer steps, intentional formulas, and accessible pricing. It was a direct response to a loud and overcrowded industry.

Laying the Foundations

Rhode didn’t enter the market as another celebrity beauty line (the kind typically built on pre-made formulas and name recognition). Instead, it was developed over several years with a small, focused team.

Bieber partnered with producer and entrepreneur Michael D. Ratner, alongside Lauren Ratner, who went on to shape the brand’s visual identity and overall positioning. Together, they established Rhode with a long-term view, one focused on brand identity, product discipline, and controlled growth from the outset.

The business was initially funded by Bieber, alongside early backing from a small group of investors, most notably One Luxury Group. That structure allowed the founding team to retain close control over decision-making, from formulation to pricing and distribution. The result was a brand designed to enter the market with precision rather than rapid expansion.

Minimal Launch, Maximum Impact

Rhode officially launched on 15 June 2022, with the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment — products that prioritise barrier health, hydration, and everyday consistency over rapid transformation.

Prices started from $16, which positioned the brand at the intersection of accessibility and prestige. The response was immediate. Rhode reportedly generated $10 million in sales within its first 11 days, signalling that demand extended well beyond Bieber’s existing audience.

However, Rhode’s arrival wasn’t entirely smooth sailing. Just days after launch, the brand found itself in a trademark dispute with a fashion brand of the same name. While the case didn’t disrupt operations, it introduced an early layer of complexity to the brand’s growth, before it was settled in 2024.

The Waitlist Effect

Rhode’s early growth was driven by a combination of product performance and digital momentum. The Peptide Glazing Fluid quickly became the brand’s breakout star, building a waitlist of over 100,000 customers and selling out at extraordinary speed during restocks.

Across the brand, waitlists surpassed one million consumers within the first year. At the same time, the Peptide Lip Treatment emerged as Rhode’s consistent top seller, quickly approaching one million units sold within its first year.

Rather than rapidly expanding its range, Rhode introduced products with calculated restraint. The Glazing Milk, now a barrier-focused bestseller, launched in 2023, followed by the Peptide Lip Tint — the brand’s first move into colour cosmetics — later that year. Each launch was tightly controlled, often selling out quickly and reinforcing a cycle of scarcity and high demand.

A Beauty Marketing Machine

Rhode’s success wasn’t just about formulation; it was about positioning. From launch, the brand presented a clean, clinical visual identity, expressed through campaigns that balanced editorial restraint with social-first execution.

Just a year after launch, Rhode had become one of the leading skincare brands globally in earned media value. One of the primary reasons for this success has been a marketing strategy that treats product launches as cultural events. From disposable bath bomb mailers and high-profile Coachella activations to its viral Lip Case, every move is meticulously considered to build momentum.

Rhode has mastered the art of sensory-led storytelling, using a carefully curated roster of cool-girl ambassadors — including Claudia Schiffer, Jasmine Tookes, and Alex Consani — to bridge the gap between high-fashion editorial and Gen Z digital culture. It also has a sharp instinct for the right trends to lean into, most notably ‘glazed donut skin’, a term coined by Bieber for glossy, ultra-hydrated skin — now synonymous with the brand.

The biggest driving force behind the brand’s marketing is Bieber. As its most recognisable figure — aligning perfectly with its ‘clean girl’ aesthetic — she seamlessly integrates Rhode into her daily life, whether leading global campaigns, filming ‘get ready with me’ (GRWM) tutorials, or showcasing the brand’s newest lip treatment in an Instagram post. This consistency has been key to building authenticity and trust in an increasingly saturated market.

From Startup to Scale-Up

As Rhode scaled, its internal structure evolved. Lauren Ratner was promoted to President and Chief Brand Officer in 2023, formalising her role in shaping the brand’s DNA. In early 2024, Nick Vlahos, formerly CEO of The Honest Company, was appointed CEO, marking a shift toward more traditional operational leadership.

The brand also expanded geographically, launching in Canada and the UK in 2023 as it began building a global customer base.

In 2025, Rhode expanded beyond its direct-to-consumer (DTC) roots, entering a major retail partnership with Sephora. The brand rolled out across all Sephora stores in North America and Canada in September 2025, followed by Sephora UK in November of the same year. The launch made its impact immediately, with the brand reportedly surpassing $10 million in retail sales within its first two days on shelves.

The Billion-Dollar Deal

By 2025, Rhode had evolved from a tightly curated skincare startup into a beauty powerhouse. In the 12 months leading up to March 2025, the brand generated $212 million in net sales.

Shortly after, it entered acquisition talks, and on 28 May 2025, e.l.f. Beauty announced it would acquire Rhode in a deal valued at up to $1 billion. The transaction included $800 million at closing and a further $200 million awarded based on future performance.

When the deal officially closed in August 2025, Bieber transitioned to Chief Creative Officer (CCO) and Head of Innovation, while also becoming a Strategic Advisor to the broader e.l.f. Beauty group.

A New Era of Beauty Brands

Rhode’s meteoric rise reflects a broader shift in the beauty industry. Where previous generations of brands competed on scale, Rhode succeeded through restraint. Where others expanded quickly, the brand focused on a tightly edited range, rather than nonstop newness.

By achieving a billion-dollar buyout in just three years, Rhode reshaped expectations of what a modern, founder-led beauty brand can achieve.

Rhode is available to shop via rhodeskin.com, as well as at Sephora in both the US and the UK.