Beauty trends don’t just live online anymore — they shape what we see on store shelves. In the same way the flapper makeup of the 1920s or the glossy lips of the 2000s reflected the times, Rhode Beauty’s rise from cult brand to Sephora powerhouse shows how modern beauty is driven by TikTok, hybrid products, and influencer-founder power. Let’s explore Rhode Beauty’s journey, its star products, and what the future may hold now that it’s joined forces with e.l.f. Beauty.
The Rise of Rhode Beauty
Founded in 2022, Rhode Beauty was Hailey Bieber’s answer to the modern beauty shopper’s needs: high-performance, minimalist skincare at a prestige-yet-accessible price point. Bieber herself became the brand’s best marketing asset. Her “glazed donut” skin — a term she popularized to describe a dewy, luminous complexion — became synonymous with Rhode’s entire philosophy. With her massive social following on Instagram and TikTok, Bieber teased product launches, posted her routines, and created buzz long before products hit virtual shelves.
Her now-iconic “glazed donut skin” look exploded on TikTok and Instagram, inspiring millions of tutorials and product recreations. Beauty editors and dermatologists alike weighed in, cementing “glazed skin” as one of the most searched beauty trends of 2022–2023. This viral moment not only defined Rhode’s aesthetic but also established it as a key player in shaping modern beauty language.
Initially, Rhode sold exclusively through its own website and occasional pop-ups, cultivating a sense of scarcity and exclusivity. Drops sold out within minutes, creating waitlists that sometimes stretched into the hundreds of thousands. This direct-to-consumer model allowed Rhode to build a loyal community, test demand, and refine its formulas before expanding. The brand’s early success showed that influencer-founded lines could go beyond mere celebrity vanity projects to become serious players in the beauty space.
The Sephora Launch: A New Era
Rhode Beauty’s entry into Sephora in Fall 2025 represents a pivotal moment in its evolution. The move into Sephora stores across the United States, with plans to expand into Canada and the UK, gives Rhode exposure to a much larger audience than its website alone could reach. In its first week online at Sephora, Rhode broke into the retailer’s top 10 skincare brands and became one of the fastest-growing makeup newcomers, with hero products selling out both online and in-store.
This debut wasn’t just a simple product rollout. Sephora and Rhode partnered on immersive experiences — from in-store displays that mimicked Rhode’s sleek, minimalist branding to pop-up events featuring exclusive shades and gift sets. Fans lined up to swatch products, meet brand reps, and stock up on cult favorites they’d only been able to order online before. The launch mirrored the excitement of a sneaker drop or concert ticket release, underscoring how beauty has become a full-fledged cultural event.
Rhode’s Star Products
At the heart of Rhode’s appeal is its carefully edited product lineup. Instead of dozens of SKUs, Rhode launched with a handful of multitasking products designed to deliver visible results and photogenic finishes. The Peptide Lip Treatment and its newer sibling, the Peptide Lip Tint, are arguably Rhode’s crown jewels. Infused with peptides and nourishing oils, they straddle the line between skincare and makeup, conditioning lips while delivering sheer, flattering color. The lip products have gone viral multiple times on TikTok, with users swearing by their plumping effect and glossy sheen.
Another standout is the Glazing Milk and Glazing Fluid, two hydrating layers that embody Rhode’s “glazed” skin aesthetic. The Glazing Milk acts like an essence or prep step, flooding skin with moisture, while the Glazing Fluid seals everything in with a light-reflective finish that reads as health, not sparkle. Together, they create that instantly recognizable Hailey Bieber glow.
Then there’s the Barrier Restore Cream, a nourishing moisturizer designed to support the skin barrier — one of the hottest topics in skincare today. Its rich yet non-greasy formula makes it ideal for layering under makeup or using as a night cream. Finally, Rhode has branched into hybrid color products with the Pocket Blush, a creamy pigment that doubles as a lip tint. By focusing on fewer but stronger products, Rhode has built an arsenal of modern-day beauty staples rather than chasing every trend.
TikTok’s Role: The Modern Beauty Counter
If Sephora is the physical playground, TikTok is where the real action happens. Rhode Beauty has been a case study in how TikTok can launch a brand into the stratosphere. Long before Rhode’s products hit Sephora’s shelves, they were ubiquitous on #GRWM (Get Ready With Me) videos, review channels, and “dupe vs. original” comparisons. Each launch generated a cascade of swatch videos, first impressions, and skincare routine reels that made Rhode feel both aspirational and accessible.
Hailey Bieber herself has been a consistent presence on social platforms, filming casual yet polished content that blurs the line between influencer and founder. When she demonstrates how she layers Glazing Milk with Peptide Lip Treatment before a red carpet, followers see not just a product pitch but a peek into her real routine. That authenticity drives engagement and, ultimately, sales.
Micro-influencers also play a huge role. Smaller creators post honest reviews and application tips, which often feel more trustworthy than celebrity endorsements. TikTok’s algorithm rewards engagement and novelty, so even a small creator can generate millions of views if their Rhode content resonates. This democratization of influence mirrors the broader 2020s beauty landscape: trends emerge from the crowd as much as from the top.
The e.l.f. Beauty Acquisition
Rhode’s meteoric rise culminated in May 2025, when e.l.f. Beauty acquired the brand for up to $1 billion. The deal — one of the biggest beauty acquisitions of the decade — underscores just how powerful an influencer-founded brand can become in a short period of time. e.l.f., historically known for its affordable cosmetics, gains a foothold in the prestige skincare space, while Rhode gains the infrastructure to scale globally.
Importantly, Hailey Bieber remains deeply involved as Chief Creative Officer and head of innovation. This continuity reassures fans that Rhode won’t lose its identity under a corporate umbrella. e.l.f.’s backing gives Rhode access to advanced manufacturing, expanded retail distribution, and marketing resources, paving the way for faster product launches and international expansion. Much like Estée Lauder acquiring MAC in the 1990s or L’Oréal scooping up Urban Decay in the 2010s, this acquisition signals Rhode’s transition from indie favorite to mainstream powerhouse.
Why This Moment Matters
Rhode Beauty’s Sephora launch and acquisition are more than just business moves; they’re symbols of where beauty is headed in the 2020s. We’re living through a skin-first era where consumers care as much about ingredients and barrier health as they do about color payoff. This shift dovetails with broader cultural trends — self-care, transparency, and sustainability — that resonate strongly with Gen Z and millennial shoppers.
At the same time, individuality reigns. Rhode’s minimalist lineup acts as a canvas, letting users mix, match, and layer products to create their own looks rather than prescribing a single “correct” aesthetic. The brand’s cruelty-free and vegan formulations also signal a commitment to ethics and sustainability that’s becoming non-negotiable for younger consumers. In many ways, Rhode’s products are to the 2020s what red lipstick was to the 1950s or bronzer was to the 1970s: an emblem of the decade’s beauty ideals.
What’s Next for Rhode Beauty
The possibilities for Rhode’s next chapter are vast. Industry watchers expect the brand to launch new product categories, perhaps body care, more color cosmetics, or seasonal limited editions, while maintaining its tight edit and focus on skin health. International expansion is also on the horizon. With e.l.f.’s resources, Rhode could enter European and Asian markets faster than it could have as an independent brand.
We can also expect more immersive retail experiences. Pop-ups, Sephora exclusives, and community-driven events will help keep the brand feeling fresh and aspirational. And, of course, TikTok will remain a major driver of buzz. Whether through influencer partnerships, viral challenges, or behind-the-scenes glimpses of product development, Rhode will likely continue to innovate in digital storytelling.
The Ever-Evolving Beauty Landscape
Just as the 1920s gave us flapper makeup and the 2000s gave us glossy lips, today’s decade is about skin-first beauty, multipurpose products, and social media-driven trends. This shift reflects a growing demand for simplicity, ingredient transparency, and barrier-supporting formulas over heavy makeup. Rhode Beauty exemplifies this approach with streamlined products that double as treatment and makeup prep — think Glazing Milk as both a hydrating essence and a priming layer, or the Pocket Blush that works on cheeks and lips alike. Rhode Beauty at Sephora is more than a retail launch — it’s a snapshot of how beauty now evolves.
As we look ahead, one thing is clear: brands like Rhode are redefining what it means to be a beauty powerhouse. With a celebrity founder who stays authentic, products that genuinely deliver on their promises, and a thriving community built on TikTok, Instagram, and beyond, Rhode Beauty’s long-awaited Sephora era could mark the exciting start of a bold new and transformative chapter in modern beauty. It signals a new era of beauty retail.
