Inside Hailey Bieber’s Science-Backed Beauty Brand

Rhode Skincare, founded by Hailey Bieber in 2022, has rapidly established itself as a disruptive force in the beauty industry. The brand’s business model is anchored in minimalism, accessibility, and efficacy, focusing on a lean product lineup that delivers high performance without overwhelming the consumer. Rhode’s unique selling proposition is its commitment to barrier-focused, science-backed skincare, targeting consumers who desire results-driven, uncomplicated routines at accessible price points.

• Lean SKU Strategy: Rhode launched with only a handful of core products, such as the Peptide Glazing Fluid and Barrier Restore Cream, allowing for operational efficiency and a clear brand message.

• High-Margin DTC Model: The company prioritized direct-to-consumer (DTC) channels, leveraging its website and major e-commerce platforms to maximize margins and control the customer experience.

• Global Expansion: Rhode has expanded into international markets, including the UK, Canada, and several European countries, further increasing its global footprint and market share.

What Is Rhode Skincare Known For?

Rhode skincare is best known for its minimalist, high-performance approach to skin health, emphasizing products that deeply hydrate and strengthen the skin barrier. Founded by Hailey Bieber, the brand has quickly gained a reputation for using clinically proven ingredients like peptides, niacinamide, and hyaluronic acid to deliver a dewy, “glazed” complexion.

Financial Performance & Growth

Rhode’s growth trajectory has been exceptional:

• Profitability: Rhode achieved early profitability, a rarity among celebrity-founded brands, due to its focused product range, strong DTC presence, and low customer acquisition costs through earned media and influencer marketing.

• Acquisition: In 2025, e.l.f. Beauty acquired Rhode for up to $1.2 billion, with an initial payment of $800 million and up to $200 million in performance-based earnouts. This acquisition underscores Rhode’s strong fundamentals, brand equity, and growth potential.

Marketing & Brand Strategy

• Celebrity Influence: Hailey Bieber’s active involvement as founder and brand ambassador has been pivotal, lending authenticity and driving organic buzz.

• Social Media & Community: Rhode harnessed TikTok and Instagram to build a loyal Gen Z and Millennial following, utilizing user-generated content, influencer partnerships, and educational campaigns to foster engagement and retention.

• Product Virality: Strategic product launches—such as the Peptide Lip Treatment, which sold over 1 million units in its first 18 months—created momentum and repeat purchases.

• Bundling & Subscriptions: The brand increased average order value and retention through product bundles and a subscription model for popular SKUs.

Channel & Distribution

• Multi-Channel Approach: While DTC remains central, Rhode has expanded into retail partnerships with major beauty retailers like Sephora, Ulta, and Nordstrom, increasing visibility and accessibility.

• Efficient Logistics: The company emphasizes robust inventory management, streamlined fulfillment, and responsive customer service to support its rapid growth and maintain high customer satisfaction.

Strategic Outlook

• Scalability: Rhode’s lean operations, high-margin products, and global ambitions position it for continued expansion and category leadership.

• Brand Longevity: The acquisition by e.l.f. Beauty is expected to provide additional resources for innovation, international growth, and deeper retail penetration, while Hailey Bieber remains involved as Chief Brand Officer and Head of Innovation.

Rhode Skincare’s business success is rooted in its minimalist product strategy, strong DTC foundation, viral marketing, and authentic founder involvement. Its rapid ascent and lucrative acquisition highlight the brand’s robust fundamentals and its potential as a long-term leader in the beauty industry.