HRBeauty LLC, d.b.a. rhode (stylized in all lowercase), is an American skincare brand founded by model and entrepreneur Hailey Bieber, alongside Michael D. and Lauren Ratner, in 2022. It is based in Beverly Hills, California. Rhode products are distributed through its official website, Sephora, and available in multiple regions, including the United States, Canada, the United Kingdom, and Australia.
Originally launched offering three products, Rhode's product line has since grown to include facial cleansers, lotions, lip balms and blushes. It was acquired by e.l.f. Beauty in May 2025 in a US$1 billion deal.
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History
In 2019, Hailey Rhode Bieber began conceptualizing a cosmetics brand and filed to trademark "Bieber Beauty". It was rejected, as her husband Justin Bieber had already trademarked the name in 2010.
Bieber later launched rhode skin on June 15, 2022, alongside Lauren and Michael D. Ratner, choosing the name as a direct reference to her own middle name, Rhode, after her initial "Bieber Beauty" trademark application was rejected.
Rhode was funded primarily by Bieber, with investment firm One Luxury Group as a strategic partner.
Its core products at launch included the Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment. Within 11 days, Rhode had achieved $10 million in sales.
One week following the launch, a fashion brand named Rhode co-founded by Purna Khatau and Phoebe Vickers filed a trademark infringement claim against Bieber, claiming her use of the name caused consumer confusion. A judge denied the motion "for a preliminary injunction without prejudice."
In May 2025, Rhode announced it would be acquired by e.l.f. in a deal that consists of $800 million in cash and stock, with an additional $200 million based on future sales. The acquisition was completed in August.
In April 2026, Rhode released the Rhode x The Biebers collaboration with Justin Bieber, introducing Spotwear hydrocolloid pimple patches alongside limited-edition versions of its Peptide Lip Treatment and Peptide Eye Prep.
Products and services
Rhode focuses on a minimalist, "less is more" product strategy, offering dermatologist-tested, intentional, and high-utility essentials that cross over into hybrid functions. The brand deliberately avoids categories like haircare or traditional fragrances to maintain its focus on a "glazed skin" aesthetic.
Product categories
Skincare: The brand's foundational category. It emphasizes hydration, skin barrier support, and a dewy finish using ingredients such as ceramides, peptides, and polyglutamic acid.
Hybrid Makeup: Instead of heavy complexion products like foundations or concealers, the brand focuses on multi-use, breathable color cosmetics designed to enhance natural skin.
Merchandise & Accessories: Lifestyle items designed specifically to house or complement the core cosmetic goods.
Notable product lines
The Core Skincare Line: Designed as a step-by-step daily routine, this line includes:
Glazing Milk: A ceramide-rich facial essence used as a nutrient-dense prep step.
Peptide Glazing Fluid: A lightweight gel serum formulated to hydrate and visibly plump the skin.
Barrier Restore Cream: A rich, intensive daily moisturizer built to soothe and restore the skin barrier.
Pineapple Refresh: A balm-to-lather daily cleanser infused with pineapple enzymes.
The Lip Line: The brand's most viral product ecosystem, featuring:
Peptide Lip Treatment / Tint: A plumping lip mask and gloss hybrid offered in unscented versions, various flavors (such as Salted Caramel), and sheer color tints.
Peptide Lip Shape: A creamy contouring lip liner designed to pair with the tints.
Pocket Blush: A portable, on-the-go cream blush line that delivers a satiny, diffused flush to both cheeks and lips.
The Lip Case: An aesthetic tech accessory lineup featuring built-in slots on the back of mobile phone cases designed to hold a Rhode lip treatment tube.
Retail channels
Following its acquisition by e.l.f. Beauty in August 2025, Rhode transitioned from a pure-play digital operation into an omnichannel brand.
Direct-to-Consumer (D2C): The primary commercial engine remains the official Rhode Skin website. This platform processes global product drops, handles international shipping (including the US, UK, Canada, and Europe), and offers bundled sets.
Offline Brick-and-Mortar: On September 4, 2025, Rhode products became available in-store via a physical retail partnership with Sephora across the United States and Canada.
Online Retail Channels: Alongside physical shelves, products are sold through Sephora’s digital e-commerce platform. The brand relies on localized boutique curation or regional e-commerce import partners for markets outside its native shipping zones.
Marketplaces: The company restricts distribution on unauthorized third-party marketplaces (such as Amazon or eBay) to maintain pricing consistency and protect against counterfeits.