How Hailey Bieber Turned Rhode Skin Into a Cult-Favorite Lifestyle Brand

When Rhode first launched, it introduced just a handful of core products: the Peptide Glazing Fluid, a gel serum designed for a glazed-skin finish; the Peptide Lip Treatment, a nourishing, high-shine essential; and the Barrier Restore Cream, a rich yet lightweight moisturizer focused on hydration. They are, quite literally, exactly what they sound like—an intentional choice that underscores Rhode’s no-fuss approach to beauty.

While the debut may not have appeared groundbreaking at first glance, these three staples have since become iconic. Together, they form the foundation of Rhode’s commitment to clean, effective formulas, which signaled a refreshing counterpoint to the era of overly complex, multi-step skincare routines.

“My journey towards healthier skin inspired me to develop products that really work, in a way that’s accessible to everyone,” Hailey wrote on Rhode’s official website. “Rhode is dedicated to making products based on science and great formulation, simplifying many of the mysteries and complex narratives behind efficacious skincare.”

With this, Rhode is best described as “a line of curated skincare essentials and hybrid makeup,” embodying the importance of intention with formulas that cater to various skin types and needs. As written on the website of Elf Beauty, which acquired Rhode for a billion-dollar deal in 2025, the brand’s philosophy is “to make one of everything really good. To us, that means a collection of intentional, high-performance essentials you reach for every day.”

In recent years, both foodies and beauty enthusiasts alike have witnessed a plethora of crossovers like no other. Skincare and makeup selections didn’t look too different from grocery shopping lists and dessert menus. This is one way beauty was positioned as a lifestyle staple.

Glazing Milk, Barrier Butter, and Pineapple Refresh are only some of the skincare products created by Rhode. The iconic Peptide Lip Treatment has been produced in different shades, including Salted Caramel and Rhode Vanilla. There’s also the Scented Peptide Lip Tint in PBJ and Espresso, to name a couple. The same can be said about the Pocket Blush, which comes in shades like Juice Box, Sprinkle, and Date Cake.

Beyond product names, Hailey has also been actively participating in—and inventing—beauty trends. Think of the popular beauty looks such as “Glazed Skin” and “Strawberry Girl Summer,” and it’s almost impossible not to see her face. Through her personal platform, she shares tutorials of these, showcasing how easily they can be achieved with Rhode. It’s one of the ways that the brand has built a cult following, founded on trust in the very person behind it.

Collaborations helped Rhode maintain its positioning as something that seamlessly fits into one’s life. Staying in line with their association with food, they have worked with brands such as Erewhon, an upscale organic grocery store chain in America, wherein they introduced the Strawberry Glaze Skin smoothie—proving the holistic nature of beauty as something that deserves attention both inside and out.

Erewhon’s Executive Vice President, Vito Antoci, told Forbes in 2023, “In Hailey's first month, she sold about 36,000 smoothies.” They also considered a spike of 16,000 units in August of that year. According to Vito, 1,200 to 1,500 of the beverage was sold per day. It has also recently evolved into a soft serve.

Also in 2023, Rhode worked with Krispy Kreme, a multinational donut company and coffee house famous for their glazed treats. They released the Lip Peptide Treatment in Strawberry Glaze, inspired by Krispy Kreme’s Strawberry Glazed donut that was brought back for this crossover, since the flavor was supposedly discontinued in 2021. The particular shade of the lip treat was initially introduced as limited-edition, but due to popular demand, it has become part of their permanent lineup.

In this day and age, people can barely survive a day without their phones. This is an opportunity Rhode tapped into as well, releasing a Lip Case designed with a container that perfectly holds their Peptide Lip Treatment or Tint. Just like these nourishing products, the bubble case has a soft and silky touch. Designed with a puffy back for easy gripping, it makes these essentials within reach—literally.

The Peptide Glazing Fluid is considered a “signature step” by Rhode on the road to glazed skin. It’s a lightweight and quick-absorbing gel serum that hydrates and brightens the skin, revealing a plump and luminous surface.

For deep hydration, apply the Barrier Butter and keep it on overnight. The intensive balm is a supercharged addition to evening routines, strengthening the skin barrier and sealing in moisture.

The Pocket Blush smoothly melts into the skin, designed for easy use on-the-go. With its natural flush and many shades, it effortlessly makes the face look more alive. It’s also the cream blush used by Hailey in many of her popular makeup tutorials!

It goes without saying that the Peptide Lip Treatment is one of Rhode’s most significant and distinguishable products. Peptides are active amino acids that visibly plump skin and reduce the appearance of lines. With this, the nourishing treatment hydrates and replenishes the lips, all while leaving a glossy finish. Lip care is skin care, too!

The Lip Case keeps your phone and your lip treatment or tint of choice together, so you’ll never go a day without healthy lips again. It’s currently compatible with select iPhone models only, but hopefully, Rhode will expand this collection for more beauty lovers to hop in the fun.