Rhode

Rhode is an American skincare and beauty brand created by model and entrepreneur Hailey Rhode Bieber together with Michael D. Ratner and Lauren Ratner. The company operates through HRBeauty LLC and uses the brand name in lowercase as part of its visual identity. Based in Beverly Hills, California, Rhode initially positioned itself around a deliberately narrow assortment of accessible, high-utility skincare essentials rather than a broad traditional cosmetics portfolio. Bieber began considering a beauty venture in 2019 and initially pursued the name “Bieber Beauty.” That trademark application was unsuccessful because her husband, Justin Bieber, had already registered the name in 2010. She subsequently selected “Rhode,” her own middle name, for the business. The brand launched as rhode skin on June 15, 2022, with three principal products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. Its early proposition combined simple routines, barrier-oriented ingredients, a dewy “glazed skin” finish, and strong social-media visibility connected to Bieber’s public profile. Rhode’s product philosophy is based on a “less is more” approach. Its core skincare range emphasizes hydration, skin-barrier support, and daily usability, using ingredients and formats associated with contemporary prestige and masstige skincare, including peptides, ceramides, and polyglutamic acid. The brand later extended into hybrid makeup, particularly sheer or buildable products intended to enhance rather than conceal natural skin. Key categories include facial cleansers, essences, serums, moisturizers, lip treatments, lip liners, cream blushes, and accessories such as phone cases designed to hold lip products. The company’s initial distribution was primarily direct to consumers through its own online store. It later expanded through Sephora and international availability, including markets such as the United States, Canada, the United Kingdom, and Australia. In September 2025, following its acquisition by e.l.f. Beauty, Rhode products became available in Sephora stores in the United States and Canada, marking a significant shift from a largely digital-first model to a broader omnichannel structure. Rhode attracted substantial early commercial attention. According to the cited reference material, the company generated $10 million in sales within eleven days of launch. In May 2025, e.l.f. Beauty announced an agreement to acquire Rhode for total potential consideration of $1 billion, consisting of $800 million in cash and stock and a further $200 million contingent on future sales. The transaction was completed in August 2025. Rhode therefore remains an operating beauty brand while functioning within e.l.f. Beauty’s wider corporate portfolio.

Rhode developed from Hailey Bieber’s effort to create a personal beauty business. In 2019, Bieber explored the name “Bieber Beauty,” but the proposed trademark was rejected because Justin Bieber had already registered the name. The eventual brand name, Rhode, referred to Bieber’s middle name and separated the venture from the family surname. Bieber established the business with Michael D. Ratner and Lauren Ratner. The company was funded primarily by Bieber, with One Luxury Group described in the reference material as a strategic investment partner. Rhode launched on June 15, 2022, under the name rhode skin. Rather than debuting with a large collection, the company introduced three focused products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. This limited launch reinforced the company’s edited-routine strategy and made the products relatively easy to communicate through social media and creator-led beauty content. The brand’s early identity centered on hydrated, luminous skin and products intended to support the skin barrier. Its formulas and marketing emphasized ingredients such as peptides, ceramides, and polyglutamic acid. Rhode also used compact, visually distinctive packaging and the personal visibility of Bieber to build awareness. The brand reportedly reached $10 million in sales within eleven days of launch, although the cited material does not provide a separate audited financial statement for that figure. Rhode subsequently broadened its assortment while preserving its emphasis on multifunctional, everyday products. Its skincare portfolio expanded to include Glazing Milk and Pineapple Refresh, while its lip franchise developed into a significant product ecosystem involving Peptide Lip Treatment variants, tinted formats, Peptide Lip Shape, and the Lip Case. The brand also introduced Pocket Blush, a portable cream blush designed for cheeks and lips. Rather than entering every major beauty category, Rhode deliberately avoided broad expansion into areas such as haircare and conventional fragrance, maintaining a tighter relationship between its products and its glazed-skin positioning. The business initially relied heavily on its own e-commerce operation. Its direct-to-consumer model supported product launches, bundles, international shipping, and controlled presentation. Distribution later expanded through Sephora and into several international markets, including Canada, the United Kingdom, and Australia. This retail development became more significant after e.l.f. Beauty agreed to acquire the business. A naming dispute emerged soon after the 2022 launch. A separate fashion company called Rhode, founded by Purna Khatau and Phoebe Vickers, alleged that the beauty brand’s use of the name infringed its trademark and could confuse consumers. The fashion company’s request for a preliminary injunction was denied without prejudice. The dispute is distinct from the rejected “Bieber Beauty” trademark application that preceded Rhode’s launch. In May 2025, e.l.f. Beauty announced a deal to purchase Rhode. The announced consideration was structured as $800 million in cash and stock, plus up to $200 million tied to future sales, for a possible total of $1 billion. The transaction closed in August 2025. Under e.l.f. Beauty’s ownership, Rhode continued operating as a distinct brand while gaining access to a larger corporate and retail platform. Its Sephora rollout in the United States and Canada began in September 2025, representing a move from a predominantly online model toward omnichannel distribution. The reference material also records a Rhode x The Biebers collaboration in April 2026. The collection introduced Spotwear hydrocolloid pimple patches and limited-edition versions of selected lip and eye products. Rhode’s current identity therefore combines a focused skincare foundation, hybrid makeup extensions, celebrity-linked brand equity, and the distribution resources of e.l.f. Beauty.

1. 2025e.l.f. Beauty announces Rhode acquisition

   e.l.f. Beauty announced a transaction with potential total consideration of $1 billion, comprising cash, stock, and a contingent sales payment.

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2. 2025Acquisition closes

   e.l.f. Beauty completed its acquisition of Rhode in August.

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3. 2025Sephora retail expansion

   Rhode products entered Sephora stores in the United States and Canada in September.

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4. 2022Rhode launches

   Rhode launched on June 15 with Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment.

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5. 2022Early sales milestone

   The brand reportedly reached $10 million in sales within eleven days of launch.

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6. 2019Bieber explores the Bieber Beauty name

   Hailey Bieber began conceptualizing a beauty company and pursued the Bieber Beauty name, but the trademark application was rejected because Justin Bieber had already registered it.

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A digitally led, minimalist skincare and beauty brand centered on hydration, skin-barrier care, dewy skin, and multifunctional everyday products. Rhode presents itself as an intentionally edited alternative to expansive beauty ranges, combining accessible luxury cues, celebrity-led visibility, and social-media-friendly packaging.

• Peptide Glazing FluidFacial serum2022

  A lightweight hydrating gel-serum and one of Rhode’s original launch products. It is associated with the brand’s dewy “glazed skin” aesthetic and is positioned as a plumping, moisture-focused step in a simple daily routine.

• Barrier Restore CreamFacial moisturizer2022

  A richer daily moisturizer introduced at launch and centered on soothing and supporting the skin barrier. It forms the cream step in Rhode’s original three-product skincare routine.

• Peptide Lip TreatmentLip care and hybrid makeup2022

  A lip-care product positioned between a treatment, balm, gloss, and mask. The range includes unscented versions, flavored variants, and sheer tints, making it one of Rhode’s most recognizable and extensible product families.

• Glazing MilkFacial essence

  A ceramide-focused facial essence intended to prepare the skin before subsequent products. It extends Rhode’s emphasis on hydration, barrier care, and a luminous finish.

• Pineapple RefreshFacial cleanser

  A daily cleanser with a balm-to-lather format and pineapple enzymes. It broadens Rhode’s original moisturizer-and-serum routine into cleansing while retaining the brand’s focus on approachable, gentle daily use.

• Peptide Lip ShapeLip makeup

  A creamy lip-contouring liner designed to be used with Rhode’s lip treatments and tints. It represents the brand’s move into hybrid color products without adopting a heavy full-coverage makeup proposition.

• Pocket BlushCream blush

  A portable cream blush offering a satiny, diffused flush for the cheeks and lips. Its compact format and dual-use positioning fit Rhode’s emphasis on convenient, multifunctional beauty essentials.

• The Lip CaseBeauty accessory

  A phone-case accessory with an integrated rear slot designed to hold a Rhode lip-treatment tube. It links the brand’s accessory business to its best-known lip franchise and supports its lifestyle-oriented identity.

• SpotwearPimple patches2026

  Hydrocolloid pimple patches introduced as part of the Rhode x The Biebers collaboration. The product extends Rhode’s skincare proposition into targeted blemish care.

• 2026Rhode x The Biebers

  Not specified

  A collaboration associated with Hailey and Justin Bieber that introduced Spotwear hydrocolloid patches and limited-edition versions of selected Rhode lip and eye products.

  Source
• 2022rhode skin launch

  United States · Online international markets

  Rhode introduced its edited skincare routine through a direct-to-consumer launch featuring three products and a tightly focused message around hydration, barrier support, and glazed-looking skin.

  Outcome. The brand reportedly generated $10 million in sales within eleven days and established its social-first commercial model.

  Source

• 2025Sell Rhode to e.l.f. BeautyM&A

  Rhode had built a recognized digital-first skincare and beauty business and was expanding its distribution beyond its own website.

  What changed. e.l.f. Beauty agreed to acquire Rhode for $800 million in cash and stock plus a possible $200 million contingent payment tied to future sales.

  Aftermath. The transaction closed in August 2025, and Rhode gained access to e.l.f. Beauty’s broader corporate and retail platform.

  Potential acquisition consideration. $1 billion maximum total consideration (Announced May 2025; completed August 2025)

  Source
• 2025Expand into Sephora storesStrategy

  Rhode’s initial business was primarily direct to consumers through its official online store.

  What changed. Following the e.l.f. Beauty acquisition, Rhode products entered Sephora stores and the Sephora online channel in the United States and Canada.

  Aftermath. The move shifted Rhode toward an omnichannel distribution model while retaining its direct website.

  Source
• 2022Adopt the Rhode name after the Bieber Beauty applicationStrategy

  The initial Bieber Beauty trademark application was rejected because Justin Bieber had already registered the name.

  What changed. Hailey Bieber and her co-founders used Rhode, a reference to Hailey Bieber’s middle name, for the beauty company.

  Aftermath. The name became the basis of the brand, although a separate fashion company later brought a trademark-related claim.

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• 2022Launch with a deliberately narrow assortmentStrategy

  The brand sought to communicate a simple routine and distinguish itself from broad beauty portfolios.

  What changed. Rhode launched with three core products focused on serum, moisturizer, and lip care.

  Aftermath. The focused assortment became a foundation for later extensions into cleansers, lip color, blush, and accessories.

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• 2026Rhode announces collaboration with the Biebers

  The Rhode x The Biebers collaboration introduced Spotwear hydrocolloid pimple patches and limited-edition versions of Peptide Lip Treatment and Peptide Eye Prep.

  Product launchCampaign
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• 2025e.l.f. Beauty agrees to acquire Rhode

  e.l.f. Beauty announced an agreement to acquire Rhode for potential total consideration of $1 billion, including cash, stock, and a sales-based contingent payment.

  M&A
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• 2025Rhode acquisition by e.l.f. Beauty is completed

  The acquisition of Rhode by e.l.f. Beauty was completed in August, expanding the brand’s corporate ownership and retail capabilities.

  M&A
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• 2025Rhode expands into Sephora stores in the United States and Canada

  Rhode products became available through Sephora stores and its online channel in the United States and Canada, supporting the brand’s move beyond direct-to-consumer distribution.

  Other
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• 2022Rhode launches with three core products

  Rhode launched as a skincare-focused brand with Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment.

  Product launch
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• 2022Rhode faces trademark dispute from fashion brand of the same name

  A fashion company using the Rhode name filed a trademark infringement claim shortly after the beauty brand launched, alleging possible consumer confusion. A request for a preliminary injunction was denied without prejudice.

  LawsuitOther
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1. Rhode (brand)