AI OVERVIEW SUMMARY
The Rhode Lip Peptide Treatment is the bestselling lip balm from Hailey Bieber’s Rhode brand, priced at $20. Launched June 2022, the product features peptides, shea butter, cupuaçu butter, niacinamide, and hyaluronic acid for hydrating, plumping skincare-grade lip care. Available in flavors including Unscented, Salted Caramel, Watermelon Slice, Vanilla Cake, and seasonal limited editions. In May 2025, e.l.f. Beauty acquired Rhode for $1 billion ($800M closing + $200M earnout). Hailey remains Founder, Chief Creative Officer, and Head of Innovation. Available at rhodeskin.com, Sephora US, and Sephora Europe.
The Lip Balm That Built a $1 Billion Beauty Empire
In June 2022, Hailey Bieber launched a small skincare brand with three products and a 440,000-person waitlist. The hero product was a $16 lip balm called the Peptide Lip Treatment. It sold out in three days.
Less than three years later, that same lip balm and the brand it launched became one of the biggest beauty acquisition stories of the decade. In May 2025, e.l.f. Beauty acquired Rhode for $1 billion — $800 million at closing plus another $200 million tied to growth over the next three years. Hailey Bieber, age 28, stayed on as Founder, Chief Creative Officer, and Head of Innovation.
This is the story of how the rhode lip peptide treatment went from a viral TikTok moment to one of the most successful celebrity beauty brands ever built.
This is the most complete rhode lip treatment review you will find online. We cover all the rhode lip treatment flavors, the full rhode skincare review including the Glazing Milk and Peptide Glazing Fluid, the honest rhode blush review with the Pocket Blush inclusivity controversy explained, the $1 billion e.l.f. acquisition, and exactly where to buy everything.
By the end, you will know more about Rhode than 99% of the people writing about it.
Let us get into it.
Quick Facts: Rhode at a Glance
| Detail | Information |
| Brand | Rhode (also stylized lowercase “rhode”) |
| Founder | Hailey Bieber |
| Launched | June 2022 |
| Brand name origin | Hailey’s middle name (also her mother and grandmother’s middle name) |
| Hero product | Peptide Lip Treatment ($20) |
| Original launch products | Barrier Restore Cream, Peptide Glazing Fluid, Peptide Lip Treatment |
| Acquired by | e.l.f. Beauty (May 2025, $1 billion deal) |
| Acquisition structure | $800M closing + $200M earnout based on growth |
| Hailey’s role post-acquisition | Founder, Chief Creative Officer, Head of Innovation |
| Price range | $18-$38 per product |
| Where to buy | rhodeskin.com, Sephora (since 2024), Sephora UK and Europe |
| Major awards | Vogue Beauty Awards 2024 (Modern Make-Up Must Have), Byrdie Beauty Awards 2023 (Best Tinted Lip Balm) |
| International launch | UK, Germany, France, Spain (May 2023); expanded globally since |
The Rhode Origin Story: How Hailey Bieber Built a Brand Worth $1 Billion
The story of rhode lip peptide treatment and the broader Rhode brand starts with Hailey Bieber’s mother and grandmother. Both shared the middle name Rhode. Hailey took that name as a tribute when she founded the company.
Hailey credited her Brazilian mother and grandmother as her main inspirations. Skincare, she has said, runs deep on her mother’s side of the family. The brand philosophy was minimalist from the start. A few products. Done right. Focused on barrier repair and the “glazed donut skin” aesthetic Hailey had been demonstrating on her own face for years.
The launch in June 2022 was deliberate. Just three products:
- Barrier Restore Cream (the moisturizer)
- Peptide Glazing Fluid (the serum)
- Peptide Lip Treatment (the lip balm)
The waitlist was already at 440,000 people before the first product shipped. The rhode lip peptide treatment sold out in three days. The Barrier Restore Cream and Peptide Glazing Fluid followed in similar speed. Hailey landed on the Forbes 30 Under 30 list. The brand expanded internationally to the UK, Germany, France, and Spain in May 2023.
By 2024, Rhode was a serious beauty brand. The Pocket Blush launched. The Glazing Milk essence dropped. The Peptide Lip Shape (lip liner) followed. Sephora distribution began in late 2024. By the time e.l.f. came calling in 2025 with a $1 billion offer, Rhode was generating revenue figures that justified the price.
The $1 Billion e.l.f. Beauty Acquisition
In May 2025, e.l.f. Beauty announced the acquisition of Rhode for $1 billion. The structure: $800 million paid at closing, plus an additional $200 million earnout based on Rhode’s growth over the next three years.
The deal is notable for several reasons:
- Speed: Rhode went from launch to $1 billion acquisition in under three years
- Hailey’s continued role: She remained as Founder, Chief Creative Officer, and Head of Innovation rather than fully exiting
- The e.l.f. fit: The acquisition gave e.l.f. (a value-priced beauty company) entry into the prestige beauty space while keeping Hailey’s creative vision intact
- Industry signal: The deal confirmed that celebrity-founded skincare brands can achieve major exit valuations
The acquisition closed in 2025 with Hailey’s role expanding rather than diminishing. Recent product launches (including the long-anticipated Rhode bronzer and luminizer in 2026) show the brand continuing to expand under the e.l.f. ownership structure.
Rhode Lip Peptide Treatment: The Hero Product
The rhode lip peptide treatment is the product that built the entire empire. Here is everything you need to know about it.
What the Peptide Lip Treatment Actually Is
The rhode peptide lip treatment sits somewhere between a lip balm, a gloss, and an overnight mask. It is not your average balm. The formula contains restorative peptides and rich emollients designed to hydrate, smooth, plump, and strengthen the lip barrier.
The texture is slick and lightweight, with a glossy finish. It comes in a squeeze tube format that is easy to throw in a bag (or, famously, attach to the back of your phone with the cult Rhode Phone Case).
The price has gradually increased over time:
- Launch price (June 2022): $16
- Current price (2026): $20
Key Ingredients in the Peptide Lip Treatment
The rhode lip peptide treatment ingredients include:
- Peptides: Strengthen the lip barrier, support smoother appearance
- Shea butter: Heals and protects dry, chapped lips, non-sticky
- Cupuaçu butter: Deep nourishing moisturizer
- Babassu oil: Vitamin E-rich, hydrating
- Niacinamide: Same ingredient as in the Peptide Glazing Fluid; supports lipid barrier
- Hyaluronic acid: Moisture-binding
The formula is designed to do skincare work on your lips rather than just sitting on top as a gloss. With consistent use, reviewers report visibly plumper, smoother, more hydrated lips.
Rhode Lip Treatment Flavors: The Complete Guide to Every Variant
The rhode lip treatment flavors lineup has expanded significantly since launch. Here is the complete current and historical flavor list.
The Permanent Lineup
These flavors are part of the current core collection at rhodeskin.com:
- Unscented (Original) — The fragrance-free original. Clear glossy finish, no scent or flavor. Perfect for anyone who avoids fragrance in skincare.
- Salted Caramel — Warm toffee, vanilla cream, with a touch of sea salt. Sheer golden tint. One of the most popular flavors and frequently cited as a reviewer favorite.
- Watermelon Slice — Light, summery, slightly fruity scent. Clear finish.
- Vanilla (Vanilla Cake) — Hailey’s reported favorite. Originally launched as a limited-edition for Hailey’s birthday (November 22) but brought into the permanent lineup due to demand. The flavor is “velvety buttercream frosting on a fluffy birthday cake.”
- Jelly Bean Candy — Sweet candy-inspired flavor, part of seasonal expansion.
Seasonal and Limited Edition Flavors
Rhode regularly drops limited-edition rhode lip treatment flavors. Past releases have included:
- Espresso (limited edition)
- Mocha (limited edition)
- Strawberry Glaze (limited edition)
- Cinnamon Toast (seasonal)
- Plus various holiday-themed seasonal flavors
The limited-edition flavors sell out fast and often inspire massive resale activity. Rhode has been known to bring popular limited editions back into the permanent collection (as happened with Vanilla Cake).
Which Rhode Lip Treatment Flavor Should You Buy?
The best rhode lip treatment flavors for first-time buyers:
- For unscented purists: Original Unscented
- For the cult favorite: Salted Caramel
- For the sweet vanilla lovers: Vanilla
- For summer freshness: Watermelon Slice
The formula works the same across all flavors. The only difference is scent and any minor tint variation. You can choose based purely on your scent preference.
Rhode Lip Treatment Review: How It Actually Performs
The rhode lip treatment review consensus across major beauty editorial outlets in 2024 and 2025 has been overwhelmingly positive. Here is the honest performance breakdown.
The Honest Pros
- Genuinely hydrating. Multiple reviewers report waking up with softer lips after overnight use.
- Glossy without being sticky. The texture sits comfortably without the tacky feel that ruins many lip glosses.
- Builds long-term lip health. Consistent use over weeks shows reduced dryness, fewer cracking issues, fuller appearance.
- Skincare-grade ingredients. Peptides, niacinamide, hyaluronic acid, and quality emollients are not common in lip balms at this price point.
- The packaging is iconic. The squeeze tube has become a cultural symbol of the Rhode brand. Easy to apply, easy to carry.
- Multi-use. Works as overnight treatment, daytime lip balm, lip prep before lipstick, or sheer lip gloss alone.
- Award-winning. Won Vogue Beauty Awards 2024 (The Modern Make-Up Must Have) and Byrdie Beauty Awards 2023 (Best Tinted Lip Balm).
The Honest Cons
- Not opaque lip color. If you want pigmented lipstick coverage, this is not it. The treatment is clear or sheer-tinted.
- $20 is not cheap for a lip balm. Drugstore alternatives exist at lower price points (though without the peptides).
- Hard to find when out of stock. The lip treatment sells out repeatedly, especially seasonal flavors. The Vanilla Cake birthday flavor had a 300,000+ person waitlist when it launched.
- Shipping limitations. Some flavors are only available regionally or seasonally.
Beauty Editor Verdict
Beauty editors at Who What Wear, Marie Claire, Allure, and Vogue have consistently rated the rhode lip peptide treatment as one of the best lip treatments at any price point. The combination of skincare-grade ingredients, glossy finish, and on-the-go packaging has made it a daily staple for both beauty editors and millions of consumers.
The product earned its viral status. The hype is grounded in real product performance.
Rhode Pocket Blush Review: The Skincare-Infused Cream Blush
The rhode pocket blush launched in 2024 and immediately became another viral product. It is a creamy cream blush in a slim, pen-format tube designed to fit in your pocket. The price is $25.
Rhode Pocket Blush Shades
Rhode launched the Pocket Blush in 6 initial shades:
- Piggy — Baby pink
- Freckle — Neutral peach
- Spicy Marg — Bright orange-red
- Toasted Teddy — Warm brown-nude
- Juice Box — Hot pink
- Plus additional shades added since launch
After initial inclusivity concerns (covered below), Rhode expanded the shade range to include richer, deeper shades that work better on melanated skin tones.
How the Rhode Pocket Blush Works
The rhode pocket blush is a hybrid skincare-makeup product. The formula contains:
- Peptides (same skincare focus as the Peptide Lip Treatment)
- Tamanu oil (nourishing botanical oil)
- Skin-soothing botanicals
The product is designed to deliver a soft, dewy flush of color that emulates Hailey’s signature “strawberry shortcake” look. The tube format is meant for direct-to-skin application, then blending with fingers. The result is meant to look dewy rather than greasy.
Rhode Blush Review: The Honest Performance Breakdown
The Pros:
- Beautiful natural finish. Looks like real skin glow rather than makeup.
- Skincare-infused formula delivers ongoing benefits with each application.
- Multi-use. Can be applied on cheeks, lips, eyes, and nose (Hailey demonstrates this all-over rosy look).
- Award-winning packaging is genuinely portable and chic.
- Buildable color for both subtle and stronger blush looks.
The Mixed Reviews:
- Slight greasy feel. Some reviewers (especially with oily skin) report the tamanu oil creates a slightly greasy finish.
- Initially limited inclusivity. Original shade range was criticized for not working well on deeper skin tones (more on this below).
- Bulkier packaging than expected. Despite being called “pocket-sized,” some reviewers find it bulkier than they hoped.
- Sheer pigmentation. Not for anyone wanting strong, matte blush coverage.
The Inclusivity Controversy and Rhode’s Response
In August 2024, beauty influencer Golloria George posted a TikTok review of the Rhode Pocket Blush in shades Juice Box, Spicy Marg, and Toasted Teddy. Despite trying the shades she thought would work best on her dark skin, she reported significant “ashy” appearance, particularly with Juice Box and Spicy Marg. Toasted Teddy was barely visible.
Her video reached 11 million views and triggered widespread discussion about inclusivity in celebrity beauty brands. George specifically called for the brand to work on shade range for darker skin tones.
Hailey and Rhode responded. Weeks later, on August 31, 2024, George posted a follow-up TikTok testing what appeared to be new shades from Rhode. She showed naturally pigmented results on her skin without the ashy finish, praising the brand for “instantly addressing” the inclusivity issue.
This kind of responsive iteration is rare in celebrity beauty. Brands typically defend their original shade ranges or quietly add shades months later without acknowledging the feedback. Rhode’s quick acknowledgment and expanded range earned positive press from outlets including AOL, USA Today, and major beauty editorial sites.
The expanded Rhode Pocket Blush range now works across a broader skin tone spectrum, though it remains less inclusive than brands like Fenty Beauty (Pro Filt’r Foundation, 50 shades) or Cécred (built specifically for textured hair and diverse skin tones from launch).
Rhode Skincare Review: The Glazing Milk, Peptide Glazing Fluid, and Barrier Cream
The rhode skincare review for the core skincare lineup has been one of the most positive in celebrity beauty history. Here is the breakdown.
Peptide Glazing Fluid ($38) — The Original Hero
The Peptide Glazing Fluid is the lightweight serum that defines the “glazed donut skin” aesthetic. The formula contains:
- Peptides for barrier support
- Niacinamide for brightening and pore refining
- Marine-derived squalane for moisture
- Snow mushroom for hydration
The fluid has a milky, slightly tinted texture that creates a dewy, lit-from-within finish on the skin. Hailey uses it as both a standalone serum and as a “mixing medium” for cream blush, mixing the two products together for a hydrated, dewy makeup base.
Beauty editor reviews consistently praise the texture, the immediate dewy effect, and the cumulative skin-quality improvements with consistent use.
Barrier Restore Cream ($30) — The Moisturizer
The Barrier Restore Cream is the rich, ceramide-packed moisturizer designed to restore and strengthen the skin barrier. The formula contains:
- Ceramides (1, 3, and 6-II) for barrier repair
- Peptides for elasticity
- Niacinamide for evenness
- Beta-glucan for soothing
This is a thicker cream suitable for nighttime use or daytime use on drier skin. Reviewers with damaged, sensitized, or dry skin report visible barrier improvements after consistent use over 2-4 weeks.
Glazing Milk ($32) — The Essence
The Glazing Milk launched June 15, 2022 (originally) but has been refined since. It is a lightweight prep essence applied after cleansing. The formula contains:
- Magnesium
- Niacinamide
- Beta-glucan
- Marine-derived squalane
The essence is designed to hydrate before serum and moisturizer, creating an additional layer of dewy moisture under the rest of your skincare. Reviewers describe it as “skin candy” that does not feel like an extra step.
Peptide Lip Shape ($20) — The Lip Liner
The Peptide Lip Shape is the lip liner companion to the Peptide Lip Treatment. It launched as a new product extension and is often paired with the Lip Treatment for a complete lip look. Hailey personally pairs them in her own makeup routine, as covered exclusively in Who What Wear.
Rhode’s Honest Skincare Review Verdict
The rhode skincare review consensus across multiple beauty editors and skincare-focused reviewers in 2024 and 2025:
- The Peptide Glazing Fluid is the best product in the lineup according to most reviewers
- The Barrier Restore Cream works particularly well for dry, sensitive, or compromised skin
- The Glazing Milk is the most underrated product in the line
- The Peptide Lip Treatment remains the bestseller and the brand’s defining product
- The minimalist approach (few products, done well) is a deliberate strategy that has paid off
For most consumers, the recommended starter routine is the Peptide Glazing Fluid + Barrier Restore Cream + Peptide Lip Treatment. This three-product combination delivers the full “glazed donut” effect Hailey is famous for.
The Famous Rhode Phone Case: The Cultural Phenomenon
You cannot write about Rhode without mentioning the Rhode Phone Case. The case is a specially designed iPhone case with a built-in compartment on the back that holds a tube of Rhode Peptide Lip Treatment.
When it launched in 2024, it became a cultural moment. Influencers posted videos of themselves popping their lip balm out of their phone case. The product made Rhode a Gen Z phenomenon beyond just the beauty industry. The phone case has remained in the brand lineup as a signature product.
Why the Phone Case Matters Strategically
The Rhode Phone Case did several things at once:
- Made the lip balm impossible to lose by attaching it to the most-used object in your life
- Created free social media marketing every time someone pulled out their phone
- Signaled brand identity as Gen Z-native rather than legacy beauty
- Drove repeat purchases of the lip balm as people kept the case stocked
It is one of the most innovative beauty brand strategies of the last five years.
Where to Buy Rhode
The rhode lip peptide treatment and the full Rhode skincare lineup are available through multiple retail channels in 2026.
1. rhodeskin.com (Official Site)
The Rhode official site is the primary direct channel. The website offers the complete product lineup, limited-edition flavor drops, the iconic Phone Case, and exclusive bundles. New launches frequently sell out within hours on the official site.
2. Sephora (United States)
Rhode launched at Sephora in late 2024, making it widely available across the United States. Sephora Beauty Insider points apply, and shade matching for the Pocket Blush is easier in-store.
3. Sephora UK and Europe
Following the May 2023 European expansion (UK, Germany, France, Spain), Rhode is now available at Sephora locations across multiple European markets.
4. e.l.f. Beauty Distribution (Post-Acquisition)
Following the e.l.f. Beauty acquisition in May 2025, distribution has expanded further. Watch for Rhode availability at Target and other e.l.f. retail partners in 2026 and beyond.
The Complete Rhode Product Lineup in 2026
For reference, here is the full current Rhode lineup:
Skincare
- Peptide Glazing Fluid ($38) — serum
- Barrier Restore Cream ($30) — moisturizer
- Glazing Milk ($32) — essence
- Peptide Glazing Mist — facial mist
- Glazing Body Lotion — body
- Pineapple Refresh Cleanser — cleanser
Lips
- Peptide Lip Treatment ($20) — multiple flavors
- Peptide Lip Shape ($20) — lip liner
Makeup
- Pocket Blush ($25) — cream blush
- Bronzer (2026 launch) — long-awaited
- Luminizer (2026 launch) — first-ever luminizer
- Pocket Lip Tint — additional lip color
Accessories
- Rhode Phone Case — iconic iPhone case with lip treatment holder
- Gift sets and bundles
How Rhode Compares to Other Celebrity Beauty Brands
To position Rhode in the celebrity beauty landscape, here is how it stacks up against major competitors:
| Brand | Founder | Hero Product | Price | Best For |
| Rhode | Hailey Bieber | Peptide Lip Treatment | $20 | Glazed skin aesthetic, minimalist skincare |
| Rare Beauty | Selena Gomez | Soft Pinch Liquid Blush | $23 | Inclusive complexion makeup |
| Haus Labs | Lady Gaga | Triclone Skin Tech Foundation | $52 | Skincare-makeup foundation |
| Fenty Beauty | Rihanna | Pro Filt’r Foundation | $40 | Inclusive foundation pioneer |
| r.e.m. beauty | Ariana Grande | Sweet Dreams Eyeshadow Quad | $26 | Eye products |
| Cécred | Beyoncé | Hydrating Shampoo | $29 | Textured hair care |
Rhode holds the most unique position as the only celebrity beauty brand built primarily around skincare rather than makeup. The lip treatment, while technically a beauty product, was positioned from the start as skincare for your lips. This positioning has been the brand’s superpower.
Is Rhode Worth It? The Final Verdict
After examining the full product lineup, multiple beauty editor reviews, the $1 billion acquisition validation, and consistent positive consumer testimonials, here is the honest answer.
Buy Rhode If:
- You love the “glazed donut skin” aesthetic
- You want skincare-infused makeup products
- You appreciate minimalist beauty (a few products, done well)
- You wear the rhode lip peptide treatment like a signature scent
- You collect viral beauty moments (Phone Case, seasonal flavors)
- You want products with peptides, niacinamide, and quality skincare ingredients
Skip Rhode If:
- You want highly pigmented, full-coverage makeup
- You only buy drugstore-priced beauty
- You strongly prefer to avoid celebrity-owned brands
- You have very deep skin tones that require the most inclusive shade ranges (consider Fenty Beauty instead)
- You want a brand that has launched many product categories (Rhode’s minimalism is intentional but limits choice)
Final Verdict
The rhode lip peptide treatment earned its viral status with genuinely strong product performance. The broader Rhode brand has built one of the most successful celebrity beauty empires in history, culminating in the $1 billion e.l.f. Beauty acquisition. The Peptide Glazing Fluid, Barrier Restore Cream, and Pocket Blush all deliver on their core promises.
For most beauty consumers in 2026, Rhode is worth exploring. Start with the rhode peptide lip treatment in Salted Caramel or Vanilla. If you love it (and most people do), expand into the Peptide Glazing Fluid and Pocket Blush from there.
FREQUENTLY ASKED QUESTIONS
What is the Rhode Lip Peptide Treatment?
The rhode lip peptide treatment is the bestselling lip balm from Hailey Bieber’s Rhode brand. It is a hybrid lip balm, gloss, and overnight treatment that contains peptides, shea butter, cupuaçu butter, babassu oil, niacinamide, and hyaluronic acid. The formula hydrates, plumps, and strengthens the lip barrier with skincare-grade ingredients. Priced at $20.
What flavors does Rhode lip treatment come in?
The current rhode lip treatment flavors include Unscented (Original), Salted Caramel, Watermelon Slice, Vanilla (Vanilla Cake), and Jelly Bean Candy in the permanent lineup. Limited-edition seasonal flavors have included Espresso, Mocha, Strawberry Glaze, Cinnamon Toast, and various holiday flavors. New flavors typically sell out within days of launch.
How much does the Rhode Peptide Lip Treatment cost?
The rhode peptide lip treatment costs $20 USD as of 2026. The original 2022 launch price was $16, with a gradual increase to $20 by 2024. Limited-edition flavors and birthday gift sets occasionally sell at slightly higher price points.
Is the Rhode Lip Treatment worth it?
Yes for most lip care lovers. The rhode peptide lip treatment delivers genuinely hydrating performance, contains skincare-grade ingredients (peptides, niacinamide, hyaluronic acid), and works as both a daytime gloss and overnight treatment. Won Vogue Beauty Awards 2024 (Modern Make-Up Must Have) and Byrdie Beauty Awards 2023 (Best Tinted Lip Balm).
Who is Hailey Bieber?
Hailey Bieber is a model, beauty entrepreneur, and the founder of Rhode. She launched Rhode in June 2022 at age 25. The brand is named after her middle name (also her mother’s and grandmother’s middle name). In May 2025, e.l.f. Beauty acquired Rhode for $1 billion, with Hailey remaining as Founder and Chief Creative Officer.
Who owns Rhode?
Rhode was founded by Hailey Bieber in 2022. In May 2025, e.l.f. Beauty acquired the brand in a $1 billion deal ($800 million at closing plus a $200 million earnout based on growth over the next three years). Hailey remains as Founder, Chief Creative Officer, and Head of Innovation.
What is the Rhode Pocket Blush?
The rhode pocket blush is a cream blush in a slim pen-format tube launched in 2024. It costs $25 and contains peptides, tamanu oil, and skin-soothing botanicals. The blush is designed to be multi-use on cheeks, lips, eyes, and nose for a dewy, glazed flush of color. Available in multiple shades including Piggy, Freckle, Spicy Marg, Toasted Teddy, and Juice Box.
Is the Rhode Pocket Blush good?
The rhode blush review consensus is mixed-positive. The Pocket Blush delivers a natural dewy finish, contains skincare-grade ingredients, and works for multi-use application. Critics note the slightly greasy feel from tamanu oil and bulkier-than-expected packaging. After initial inclusivity criticism in 2024, Rhode expanded shade range to work better on darker skin tones.
What is the Rhode Phone Case?
The Rhode Phone Case is a specially designed iPhone case with a built-in compartment on the back that holds a tube of Rhode Peptide Lip Treatment. Launched in 2024, the case became a cultural phenomenon and helped solidify Rhode as a Gen Z-favorite brand. It remains in the lineup as a signature product.
What is the Rhode Peptide Glazing Fluid?
The Rhode Peptide Glazing Fluid is the lightweight serum that defines the “glazed donut skin” aesthetic. Priced at $38, it contains peptides, niacinamide, marine-derived squalane, and snow mushroom for barrier support and dewy hydration. Beauty editors consistently rate it as the best product in the Rhode skincare lineup.
What is the Rhode Glazing Milk?
The Rhode Glazing Milk is a lightweight prep essence applied after cleansing. Priced at $32, it contains magnesium, niacinamide, beta-glucan, and marine-derived squalane. The essence is designed to hydrate before serum and moisturizer, creating an additional layer of dewy moisture under the rest of your skincare.
When was Rhode founded?
Rhode was founded by Hailey Bieber and launched in June 2022 with three products: the Barrier Restore Cream, Peptide Glazing Fluid, and Peptide Lip Treatment. The Peptide Lip Treatment sold out in three days. Within three years, Rhode reached a $1 billion valuation through the e.l.f. Beauty acquisition.
What does Rhode mean?
Rhode is named after Hailey Bieber’s middle name. It is also the middle name of both her mother and grandmother. Hailey chose the name as a tribute to the women in her family and as homage to her Brazilian mother’s side of the family, where skincare runs deep as a tradition.
Where can I buy Rhode?
Rhode is available at rhodeskin.com (official site), Sephora United States (since 2024), Sephora UK and Europe (since 2023), and through expanded distribution following the e.l.f. Beauty acquisition. The full product lineup is available on the official site, while major launches and limited editions often release first online.
Did e.l.f. buy Rhode?
Yes. In May 2025, e.l.f. Beauty acquired Rhode for $1 billion, with the structure being $800 million paid at closing plus an additional $200 million earnout based on Rhode’s growth over the next three years. Hailey Bieber remained as Founder, Chief Creative Officer, and Head of Innovation, ensuring her creative vision continued to drive the brand.
SOURCES & CITATIONS
This article draws from verified brand documentation, current beauty editorial reviews, and industry coverage:
Brand and Product Sources:
- Rhode official site (rhodeskin.com)
- Sephora product listings
- Sephora UK and Europe distribution data
Editorial Reviews (2022-2026):
- Who What Wear (August 2025): Rhode Peptide Lip Treatment Review with photos and flavor breakdown
- The Quality Edit (February 2026): Rhode Pocket Blush Review with celebrity makeup artist Diane Buzzetta interview
- MissLJBeauty (October 2025): Rhode Peptide Lip Treatment Review (Salted Caramel)
- Mariana in LA: Comprehensive Rhode Skin review (multiple updates)
- Skincare by Amy Peterson: Rhode Skin Care Review
- Brit + Co (October 2024): Rhode Pocket Blush honest review
- Mood by Rae (July 2024): Rhode Pocket Blush review
- Forever Mursal (April 2025): The Blush Diaries Rhode Pocket Blush
- Live That Glow (December 2024): Rhode Lip Tint Review
- ELLE Magazine: Hailey Bieber’s brand launches Vanilla Cake flavor
Industry and Acquisition Coverage:
- The Independent (May 2025): $1 billion e.l.f. Beauty acquisition of Rhode
- The Wall Street Journal: e.l.f. Beauty Rhode acquisition deal terms ($800M closing + $200M earnout)
- Gulf News: $1 billion Rhode acquisition coverage
- Forbes 30 Under 30: Hailey Bieber listing
- AOL/USA Today: Pocket Blush inclusivity controversy and response
Awards and Recognition:
- Vogue Beauty Awards 2024: The Modern Make-Up Must Have (Peptide Lip Treatment)
- Byrdie Beauty Awards 2023: Best Tinted Lip Balm (Peptide Lip Treatment)
All prices, product details, launch dates, and acquisition terms verified through brand sources and major beauty editorial outlets as of June 2026.
Key Takeaways
- Rhode was founded by Hailey Bieber and launched in June 2022 with three minimalist skincare products
- Brand named after Hailey’s middle name (also her mother and grandmother’s middle name)
- The rhode lip peptide treatment at $20 is the bestseller, with skincare-grade ingredients (peptides, shea butter, cupuaçu butter, niacinamide, hyaluronic acid)
- Original waitlist: 440,000 people; sold out in 3 days at launch
- Available rhode lip treatment flavors: Unscented, Salted Caramel, Watermelon Slice, Vanilla Cake, Jelly Bean Candy + seasonal limited editions
- Won Vogue Beauty Awards 2024 (Modern Make-Up Must Have) and Byrdie Beauty Awards 2023 (Best Tinted Lip Balm)
- Rhode Pocket Blush ($25) launched 2024 with 6+ shades after inclusivity expansion
- Skincare lineup: Peptide Glazing Fluid ($38), Barrier Restore Cream ($30), Glazing Milk ($32)
- Rhode Phone Case holds a tube of lip treatment on the back of your iPhone
- e.l.f. Beauty acquired Rhode for $1 billion in May 2025 ($800M closing + $200M earnout)
- Hailey remained as Founder, Chief Creative Officer, and Head of Innovation
- International expansion: UK, Germany, France, Spain (2023) and broader European markets
- Available at rhodeskin.com, Sephora US, Sephora UK and Europe
- Hailey named to Forbes 30 Under 30 for Rhode’s success
