Pixie Forever – In today’s booming beauty industry, Rhode stands out as one of the most talked-about skincare brands. Founded by model and entrepreneur Hailey Bieber, the brand has transformed minimal skincare into a global movement. Since its launch in 2022, Rhode has attracted millions of loyal users who love its clean, hydrating, and simple approach to glowing skin. By 2025, the brand achieved a historic milestone when e.l.f. Beauty acquired it for an astounding $1 billion, proving its unstoppable rise in the skincare world.
How Rhode Began: A Personal Touch from Hailey Bieber
The name “Rhode” holds a special meaning — it’s Hailey Bieber’s middle name, symbolizing authenticity and connection. Hailey wanted to create a brand that felt personal yet universal, promoting skin health over perfection. Her mission was clear: develop skincare that supports a natural glow with minimal effort.
When Rhode launched in June 2022, it entered a market saturated with complicated routines and trendy ingredients. But Hailey introduced a refreshing concept — skinimalism, the art of simplifying skincare. Rhode focused on key essentials that actually work, helping users achieve that dewy, “glazed donut” finish Hailey herself is famous for.
Rhode’s Best-Selling Products and Why They Matter
At the heart of Rhode’s success are three hero products that have achieved cult status worldwide.
- Peptide Glazing Fluid: A lightweight serum that hydrates deeply and gives skin an instant luminous finish. It’s now a must-have in every minimalist skincare routine.
- Barrier Restore Cream: A nourishing moisturizer that rebuilds and protects the skin’s barrier, ideal for all skin types.
- Peptide Lip Treatment: A silky, hydrating lip balm that leaves a glossy, healthy shine — consistently sold out within hours after restock.
Each product represents the brand’s less-is-more philosophy, combining science-backed ingredients with clean formulations. Rhode’s commitment to cruelty-free, vegan, and fragrance-free standards also makes it a trusted choice among conscious consumers.
Clean Girl Aesthetic: Rhode’s Cultural Impact
Rhode perfectly captures the essence of the clean girl aesthetic — glowing skin, minimal makeup, and effortless elegance. Hailey Bieber has become the face of this beauty movement, inspiring millions to embrace natural beauty. Her viral “glazed donut skin” look sparked a global trend that continues to dominate social media.
What makes Rhode different from other brands is its emotional connection with users. Hailey doesn’t just sell skincare; she shares a lifestyle built on balance, mindfulness, and self-care. Rhode promotes the idea that beauty should feel achievable, not overwhelming — a message that resonates strongly with Gen Z and millennial audiences.
The $1 Billion Deal with e.l.f. Beauty
In May 2025, e.l.f. Beauty announced its acquisition of Rhode for $1 billion, marking a major moment in the skincare industry. The partnership expanded Rhode’s global reach and strengthened its reputation as a leader in clean, minimalist beauty.
For e.l.f. Beauty, known for its accessible yet high-performing products, acquiring Rhode was a strategic move to tap into the premium skincare market. Meanwhile, for Hailey Bieber, the deal transformed her into one of the youngest beauty moguls in the world.
This acquisition also opened doors for Rhode’s international expansion — from North America to Europe and Asia — reaching more skincare enthusiasts who value simplicity and quality.
The Meaning Behind “Rhode”
Although Hailey chose the name from her middle name, “Rhode” also carries deeper cultural meaning. It echoes “Rhode Island,” one of the smallest states in the U.S., originally named by Dutch explorer Adrian Block as Roodt Eylandt, meaning “Red Island.” The association with nature — red clay, the sea, and balance — fits perfectly with Rhode’s natural and minimalistic philosophy.
This subtle symbolism strengthens the brand’s identity as one that celebrates clean living and effortless beauty inspired by the purity of nature.
Rhode’s Future: Expanding with Purpose
With its strong foundation, Rhode continues to innovate. The brand is reportedly developing new hybrid products that blur the line between skincare and makeup, such as tinted moisturizers, glossy tints, and brightening balms. These upcoming releases are expected to stay true to Rhode’s DNA: clean, nourishing, and effective.
Hailey Bieber and her team are also expanding sustainability efforts, including eco-friendly packaging, refill systems, and educational campaigns promoting mindful consumption.
Rhode’s community-driven approach remains its biggest strength. From social media engagement to customer feedback, the brand builds genuine trust with its audience — proving that connection is just as powerful as innovation.
