What Rhode Skin does

Rhode Skin (legal entity HRBeauty LLC, dba Rhode) is a mass-prestige skincare and color cosmetics brand founded by Hailey Bieber in June 2022 and headquartered in Beverly Hills, California. The company markets a curated portfolio of approximately 25 SKUs across skincare (Glazing Milk ceramide essence, Peptide Glazing Fluid serum, Barrier Restore Cream, Barrier Butter), lip products (the viral Peptide Lip Treatment and Peptide Lip Tint/Shape/Boost extensions), color cosmetics (Pocket Bronze, Highlight Milk, Pocket Blush), treatments (Caffeine Reset, Glazing Mist, Peptide Eye Prep, Spotwear), accessories, and curated bundles. Formulations center on peptides, ceramides, niacinamide, and hyaluronic acid, developed with dermatologists and cosmetic chemists, and carry Leaping Bunny, PETA, vegan, gluten-free, and National Eczema Association Seal of Acceptance certifications.

The brand monetizes through unit-priced direct-to-consumer e-commerce on rhodeskin.com ($16-$100 price band, zero discount strategy) and through wholesale distribution via Sephora (US, Canada, UK, and 18+ European countries from September 2026) and Mecca (Australia and New Zealand from February 2026). Rhode was acquired by e.l.f. Beauty (NYSE: ELF) in May 2025 for up to $1 billion in total consideration ($600M cash + $200M stock + $200M earnout), with founder Hailey Bieber transitioning to Chief Creative Officer and Head of Innovation. Annualized net sales reached approximately $390 million in e.l.f.'s fiscal 2026 (80% year-over-year growth), with the September 2025 Sephora North America launch generating an estimated $10M in the first two days and $65M over four months, making it the retailer's #1 skincare brand in that market.

Distribution and marketing center on three levers: celebrity-driven organic social commerce leveraging Hailey Bieber's 55M+ Instagram following (approximately 90% of creator posts unpaid), experiential activations such as Rhode World at Coachella 2026 (the first single-brand mini festival at the festival) and bakery-themed pop-ups, and retail partnership scale unlocked by e.l.f.'s infrastructure. The customer base is Gen Z and Millennial consumers aged 18-35 seeking clean, science-backed skincare at accessible price points; the brand generated $248M in earned media value in 2024 and an 80.52 NPS score on its hero Glazing Milk product.

Name

Rhode Skin

Legal name

HRBeauty LLC

Website

https://rhodeskin.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Rhode Skin is a mass-prestige skincare and color cosmetics brand founded by Hailey Bieber in 2022, acquired by e.l.f. Beauty in 2025 for up to $1 billion. It sells peptide- and ceramide-based products through DTC, Sephora, and Mecca targeting Gen Z and Millennial consumers.

Ownership category

akta.pro rank

Product category

Skincare and Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Sensitive Skin & Barrier Repair (CRABAAAG)

akta.pro secondary industries

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

Keywords

• Skincare products
• Color cosmetics
• Lip care
• Barrier repair skincare
• Celebrity beauty brand

Headquarters

HQ city

Beverly Hills

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Operations

Revenue model

1. Direct-to-Consumer E-commerce: Revenue generated from direct sales through rhodeskin.com. The brand initially launched DTC-only before expanding to retail partnerships. DTC sales are driven by organic social commerce, email marketing, and seasonal product launches.
2. Retail/Wholesale Distribution: Revenue from sales through Sephora (US, Canada, UK, 18+ European countries from September 2026) and Mecca (Australia, New Zealand). Rhode became the #1 skincare brand at Sephora North America following its September 2025 launch, generating an estimated $65 million in sales over four months.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Rhode Skin develops, manufactures, and sells a curated line of skincare and color cosmetics focused on skin barrier repair, hydration, and the brand's signature "glazed skin" aesthetic. Its core routine system layers Glazing Milk, Peptide Glazing Fluid, and Barrier Restore Cream/Barrier Butter, anchored by the viral Peptide Lip Treatment franchise and supplemented with color cosmetics (Pocket Blush, Pocket Bronze, Highlight Milk), treatments (Caffeine Reset, Glazing Mist, Spotwear), accessories, and curated sets. Products are vegan, cruelty-free, dermatologist-tested, and formulated with peptides, ceramides, niacinamide, and ectoin, sold via DTC, Sephora, Mecca, and social commerce channels.

Product overview

Rhode Skin is a skincare and color cosmetics brand founded by Hailey Bieber in June 2022, acquired by e.l.f. Beauty in 2025 for $1 billion. The brand offers a curated portfolio of skincare essentials centered on barrier repair and hydration, organized around a core routine system: Glazing Milk (ceramide prep essence) → Peptide Glazing Fluid (dewy serum) → Barrier Restore Cream or Barrier Butter (moisturizers). The lip category is anchored by the viral Peptide Lip Treatment alongside Peptide Lip Tint, Peptide Lip Shape, and Peptide Lip Boost. Color cosmetics include Pocket Bronze (bronzer with 8 shades), Highlight Milk (luminizer with 4 shades), and Pocket Blush. Treatment products encompass Caffeine Reset (sculpting mask), Glazing Mist (hydrating spray), Peptide Eye Prep (depuffing patches), and Spotwear (hydrocolloid pimple stickers designed with Justin Bieber). Accessories include Lip Cases, Snap-On Lip Cases with MagSafe, Terry Towel, and Pocket Brush. Bundled sets like The Rhode Kit and Summer Kit offer curated product combinations. All products are vegan, cruelty-free, dermatologist-tested, and formulated with research-backed ingredients including peptides, ceramides, niacinamide, and hyaluronic acid.

Differentiator

Problem solved

Functional benefit

Brands

• Rhode Futures Foundation: Rhode's philanthropy initiative supporting organizations that work to dismantle barriers that hold women back in careers and access to healthcare.
• Rhode Futures

Products and services

• Glazing Milk Ceramide facial essence ($32) that hydrates, soothes, and preps skin for better skincare and makeup application; winner of Allure Best of Beauty 2024 (Best Essence).
• Peptide Glazing Fluid Dewy gel serum ($32) with peptides that hydrates and brightens skin while delivering an instant glazed finish; applied after Glazing Milk in the Rhode routine.
• Barrier Restore Cream Daily moisturizer ($32) that soothes, protects, and improves skin dullness while supporting the skin barrier.
• Barrier Butter Intensive moisture balm ($36) with ceramides for rich hydration; winner of Allure Best of Beauty 2025 (Best Rich Moisturizer).
• Peptide Lip Treatment Nourishing peptide lip layer ($20) that hydrates, smooths, and plumps lips while reducing the appearance of fine lines; Rhode's signature viral product available in Vanilla, Salted Caramel, Strawberry Glaze, and additional scents.
• Peptide Lip Tint Tinted peptide lip product ($20) offering buildable color with hydrating benefits, available in multiple shades including limited-edition Summer '26 editions.
• Peptide Lip Shape Contouring lip shaper ($24) that defines the lip outline with a soft-focus effect for dimensional lips, available in new shades including "Squeeze."
• Peptide Lip Boost Plumping lip mask ($44) with peptides, VBE, and konjac hyaluronic acid complex for deep nourishment and plumping, launched February 2026 (Sugarmint).
• Pocket Bronze On-the-go cream bronzer ($25) with lightweight, non-sticky, buildable, hydrating color; available in eight shades from fair to rich skin tones (June 2026).
• Highlight Milk Hybrid luminizer ($28) with a shimmery, naturally luminous finish and clinically proven hydration; available in four shades from pearly pink to pearly rich bronze, carrying the National Eczema Association Seal of Acceptance.
• Pocket Blush Natural flush cream blush ($25) with buildable, dewy finish in multiple shades including limited-edition colors (Toasted Teddy).
• Caffeine Reset Sculpting cream mask ($38) with caffeine for depuffing and energizing tired skin, launched February 2026.
• Glazing Mist Superfine hydrating face mist ($30) with ectoin, beta-glucan, and ceramide trio for on-the-go hydration and glowy refresh; safe over makeup and ophthalmologist-tested.
• Peptide Eye Prep Depuffing under-eye patches with peptides, available in a special-edition R Icon design.
• Spotwear 100% hydrocolloid pimple stickers ($16 individual / $45 trio) clinically proven to minimize spots, waterproof, sweatproof for up to 30 minutes, available in five exclusive shapes (daisy, bubble, shroom, curve, jelly bean) co-designed with Justin Bieber.
• Pineapple Refresh Cleanser Gentle PGA daily cleanser ($30) with pineapple for everyday cleansing; winner of Cosmopolitan Beauty Awards 2024 (Best Cream Face Wash).
• Lip Case Lip holder case ($38) to keep Rhode lip products organized, available in limited-edition colors including a bronze Summer '26 edition; winner of Vogue Beauty Awards 2024 (Best Viral Beauty Moment).
• Snap-On Lip Case MagSafe-compatible lip holder ($46) that attaches to a phone, released as a Summer '26 exclusive in the Colada design.
• Terry Towel Limited-edition terry cloth towel released as part of the Summer '26 collection.
• Pocket Brush Double-ended makeup brush for applying Rhode cream products such as Pocket Blush and Pocket Bronze.
• The Rhode Kit Curated bundle ($117) of four daily skin essentials — Pineapple Refresh, Glazing Milk, Peptide Glazing Fluid, and Barrier Restore Cream — packaged in a Rhode bubble bag.
• The Summer Kit Warm-weather essentials bundle ($100) including a terry bag, Peptide Lip Shape, Pocket Bronze, Colada lip case, and Highlight Milk.
• The Sun-Kissed Set Highlight + bronze bundle pairing Highlight Milk with Pocket Bronze as a Rhode-exclusive Summer '26 set.
• The Pocket Duo Bronze + blush duo bundle pairing Pocket Bronze with Pocket Blush as a Rhode-exclusive Summer '26 set.
• The Spotwear Set Trio set ($45) of Spotwear hydrocolloid pimple patches in five exclusive shapes (shroom, daisy, jelly bean, bubble, curve), launched April 2026 as part of the Rhode x The Biebers collaboration with Justin Bieber.

Quantifiable outcome

• 96% agreed skin looks naturally radiant; 94% agreed it preps skin for better makeup and skincare application; 91% agreed it leaves skin looking glowy, illuminated, and hydrated
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• MeccacoreChannel Partner/ Reseller/ Distributor · 1 February 2026Non-exclusive partnership with Mecca for Australia and New Zealand markets. Launched February 2026 with strategic activations including a fully branded bakery pop-up with signature pastries and stamps that unlocked product samples.
• SephoracoreChannel Partner/ Reseller/ Distributor · 4 September 2025Rhode launched at Sephora across the US and Canada on September 4, 2025, becoming the #1 skincare brand at Sephora North America and the biggest brand debut in Sephora's history in those markets. Expansion to UK launched November 2025, with 18+ European countries planned for September 2026.
• Girls Inc.minorOthersRhode Futures Foundation supports Girls Inc.'s Mind+Body program, a health literacy initiative promoting mental and physical well-being through movement, self-esteem curriculum, and stress management for girls across the US and Canada.
• birthFUNDminorOthersRhode Futures Foundation partners with birthFUND to advocate for and invest in midwifery care, promote inclusion of birth workers, and provide holistic perinatal support to families in need.
• Black Mamas Matter Alliance (BMMA)minorOthersRhode Futures Foundation supports BMMA's national network working across maternal and reproductive health to advance policy, promote holistic maternity care, and cultivate research for Black Maternal Health.
• Access BridgeminorOthersRhode Futures Foundation supports Access Bridge's program to strengthen US emergency departments as health safety nets, providing resources for miscarriage, contraception, ectopic pregnancy, and reproductive healthcare.
• Accion Opportunity FundminorOthersRhode Futures Foundation supports Accion Opportunity Fund's provision of capital, resources, and coaching to small businesses predominantly owned by women, people of color, and immigrants.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Rare Beauty: Celebrity-founded (Selena Gomez) prestige-accessible beauty brand with a similar DTC-led, social-commerce-driven model. Directly comparable on founder-as-marketer, Gen Z/millennial target, and emphasis on a tight, intentional product edit.
• Fenty Beauty: Rihanna-founded beauty brand operating in skincare and color cosmetics with massive cultural reach. Comparable on celebrity-founder leverage, broad retail distribution (including Sephora), and category-spanning product portfolio.
• Summer Fridays: Celebrity-founded (Marianna Hewitt & Lauren Gores Ireland) clean beauty brand with a tight, viral-led product edit anchored by lip and skincare hybrids. Closely comparable on lean SKU strategy, social-first GTM, and Sephora distribution.
• Glossier: Iconic DTC-native beauty brand known for direct-to-consumer launch and community-led marketing. Comparable on digital-first origin, minimal-aesthetic branding, and emphasis on skincare-makeup hybrid products.
• Drunk Elephant: Prestige skincare brand built on ingredient-led, science-backed formulations (biocompatible skincare). Comparable on dermatologist-adjacent positioning, Sephora distribution, and barrier/active-ingredient narrative.
• Kosas: Clean, science-backed beauty brand spanning skincare and color cosmetics with a DTC-anchored model and Sephora presence. Comparable on clean-beauty credentials, skincare-makeup hybrid products, and Gen Z/millennial target audience.
• Tower 28 Beauty: Clean, sensitive-skin-friendly beauty brand with strong Sephora distribution and dermatologist-backed claims. Comparable on sensitive-skin positioning, clean-beauty certification, and Sephora-first retail strategy.

Broad incumbents

• Tatcha: Established prestige skincare brand (owned by Unilever) with Sephora distribution and proprietary ingredient stories. Comparable on Sephora prestige skincare positioning and Japanese botanical + science hybrid formulation story.
• e.l.f. Cosmetics: Rhode's parent company post-2025 acquisition; large public beauty company (NYSE: ELF) with mass positioning and global distribution. Relevant as the operating platform now powering Rhode's retail and supply chain expansion.

Emerging players

• The Ordinary (DECIEM): Science-forward, ingredient-led skincare brand (Estée Lauder-owned) known for transparent pricing and active-ingredient formulations. Comparable on science-backed narrative, peptide/ceramide ingredient focus, and accessible price architecture.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/HaileyRhodeBieber
• Instagraminstagram.com/rhode
• TikToktiktok.com/@rhode
• Pinterestpinterest.com/rhode
• Xx.com/SkincareRhode
• Facebookfacebook.com/rhode
• LinkedInlinkedin.com/company/rhodeskin

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rhode Skin