Rhode Beauty is a skincare and beauty brand founded by Hailey Bieber that focuses on simple, barrier-supporting products designed for everyday use at accessible prices. Launched in 2022, the brand quickly gained global attention for its minimalist product line, ingredient-first philosophy, and strong influence on modern “clean but effective” skincare trends. This article explains exactly what Rhode Beauty is, who it’s for, what products it sells, how much they cost, and why the brand has become one of the most talked-about names in contemporary beauty.
You’ll learn about Rhode Beauty’s origins, its core skincare philosophy, detailed breakdowns of every major product category, pricing and availability, how Rhode fits into the wider beauty industry, and how it compares to competitors. This guide also covers practical buying information, usage tips, seasonal relevance, and a comprehensive FAQ section answering the most searched questions about Rhode Beauty. Everything is structured for factual clarity, and friendly summaries, while still offering depth and context.
Brand Overview
Rhode Beauty is a direct-to-consumer beauty brand launched in June 2022 by model and entrepreneur Hailey Bieber. The brand name “Rhode” comes from Bieber’s middle name and reflects a personal, pared-back aesthetic. From the beginning, Rhode positioned itself as a “one of everything” brand, encouraging consumers to simplify rather than overbuy skincare.
The brand operates primarily online, selling through its own website with limited international shipping. Rhode’s visual identity emphasizes clean design, neutral tones, and a clinical-yet-approachable feel that aligns with modern skincare minimalism.
Founder Background
Hailey Bieber is an American model and public figure with a long-standing interest in skincare and wellness. Prior to Rhode Beauty, she was known for sharing skincare routines, product recommendations, and skin-focused makeup looks that emphasized glow and hydration.
Her personal reputation for healthy, dewy skin played a significant role in Rhode’s early success. Bieber positioned herself not as a cosmetic chemist but as a curator, working closely with dermatologists, formulators, and lab experts to develop the products.
Launch Timeline
Rhode Beauty officially launched on June 15, 2022. The initial product drop included only three skincare products and one lip treatment, reinforcing the brand’s commitment to minimalism. Most early launches sold out within days, driven by strong social media demand.
Since launch, Rhode has followed a slow, controlled expansion strategy. New products are introduced carefully rather than in rapid seasonal collections, which helps maintain focus and brand consistency.
Brand Philosophy
Rhode Beauty’s philosophy centers on skin barrier health, hydration, and simplicity. The brand promotes the idea that strong skin comes from consistent care, not excessive product layering.
Rhode avoids overly complex ingredient lists and instead focuses on clinically recognized ingredients such as ceramides, peptides, niacinamide, and hyaluronic acid. The goal is to create formulas that work for most skin types without irritation.
Product Categories
Rhode Beauty currently focuses on two main categories: skincare and lip care. Makeup products are minimal and skin-focused rather than decorative or trend-driven.
Each product is designed to fit into a short routine, often marketed as a three-step or four-step system rather than a full 10-step regimen.
Core Skincare Products
Rhode’s core skincare line includes a cleanser, toner/essence, serum, and moisturizer. These products are designed to work together but can also be used individually.
All skincare products are dermatologist-tested and formulated to support daily use, including morning and evening routines.
Cleanser Details
Rhode’s cleanser is a gentle, non-stripping formula designed for daily use. It removes makeup, sunscreen, and impurities without leaving the skin tight or dry.
The cleanser is particularly marketed toward people with sensitive or combination skin. It emphasizes pH balance and barrier preservation rather than deep exfoliation.
Toning and Essence Products
Rhode offers hydrating toners or essences that focus on replenishing moisture after cleansing. These products typically include humectants and soothing ingredients.
Rather than acting as exfoliating toners, Rhode’s toning products are designed to calm the skin and prep it for serums and moisturizers.
Serum Formulations
Rhode serums are lightweight, fast-absorbing products that deliver targeted benefits such as hydration, plumping, and barrier repair. Peptides and niacinamide are common hero ingredients.
The serums are designed to layer easily under sunscreen and makeup, supporting Rhode’s skin-first makeup philosophy.
Moisturizer Design
Rhode moisturizers focus on long-lasting hydration without heaviness. They typically feature ceramides, squalane, and emollients that mimic the skin’s natural lipid barrier.
These moisturizers are marketed as suitable for both day and night use, reducing the need for separate creams.
Lip Care Focus
Lip care is one of Rhode Beauty’s most popular categories. The brand’s peptide lip treatments are frequently highlighted as hero products.
These lip products blur the line between skincare and makeup, offering hydration, subtle shine, and treatment benefits in one formula.
Peptide Lip Treatment
Rhode’s peptide lip treatment launched as part of the brand’s initial lineup. It is designed to hydrate, smooth, and visually plump lips through peptide technology.
The product gained popularity for its glossy finish and nourishing feel rather than dramatic plumping effects. It is often compared to luxury lip balms at a lower price point.
Tinted Lip Variants
Following the success of the original lip treatment, Rhode introduced tinted versions. These offer sheer color while maintaining the same skincare benefits.
The tinted lip treatments appeal to users who want minimal makeup with skincare benefits, aligning with the brand’s overall aesthetic.
Ingredient Philosophy
Rhode Beauty emphasizes ingredient transparency and functionality. The brand highlights what each ingredient does rather than relying on marketing buzzwords.
Common ingredients across the line include peptides, ceramides, niacinamide, panthenol, and hyaluronic acid, all chosen for skin barrier support.
Skin Barrier Focus
A key differentiator for Rhode is its strong emphasis on the skin barrier. The brand consistently educates consumers about maintaining barrier integrity to prevent dryness, sensitivity, and breakouts.
This focus resonates with consumers who have experienced over-exfoliation or irritation from aggressive skincare routines.
Formulation Standards
Rhode products are cruelty-free and formulated without unnecessary fragrance in many cases. The brand avoids harsh actives like strong acids in its core lineup.
This makes Rhode suitable for daily, long-term use rather than short-term corrective treatments.
Packaging Design
Rhode’s packaging is minimalist, functional, and aesthetically cohesive. Neutral colors, soft-touch finishes, and compact shapes are key design elements.
The packaging is designed to look clean on vanities and in skincare flat-lays, which has helped the brand gain traction on social media.
Pricing Strategy
Rhode Beauty positions itself in the mid-range skincare market. Products are priced lower than luxury brands but higher than drugstore options.
This pricing makes Rhode accessible while still maintaining a premium feel.
Average Product Prices
Most Rhode skincare products are priced between $16 and $38. Lip treatments generally fall on the lower end of that range.
Bundles are occasionally offered at discounted prices, encouraging routine-based purchasing.
Value Proposition
Rhode’s value lies in its combination of celebrity influence, dermatologist-backed formulations, and simplified routines. Consumers are paying for consistency rather than novelty.
The brand appeals to users who want reliable, everyday products without a steep learning curve.
Target Audience
Rhode Beauty targets a broad demographic, primarily Gen Z and millennials. The brand appeals to people interested in skincare basics, minimal makeup, and wellness culture.
It is especially popular among consumers with sensitive skin or those transitioning away from complex skincare routines.
Skin Type Compatibility
Rhode products are formulated to suit most skin types, including dry, normal, combination, and sensitive skin. Oily and acne-prone users may use Rhode as a base routine.
The brand does not focus heavily on acne treatment or anti-aging actives, making it better suited for maintenance rather than correction.
Marketing Strategy
Rhode’s marketing relies heavily on social media, especially Instagram and TikTok. Visual storytelling, founder-led content, and routine demonstrations are central tactics.
Hailey Bieber’s direct involvement in promotion adds authenticity and visibility to the brand.
Influencer Impact
While Rhode collaborates with influencers, the brand’s strongest influence comes from Bieber herself. Her personal skincare routines often feature Rhode products.
This direct founder involvement helps maintain a cohesive brand message.
Community Engagement
Rhode encourages user-generated content, particularly skincare routines and before-and-after results. The brand often reposts customer content.
This community-driven approach reinforces trust and relatability.
Product Availability
Rhode Beauty products are primarily sold online through the brand’s official website. Retail availability is limited or non-existent in most physical stores.
International shipping is offered to select countries, with expansion happening gradually.
Shipping Regions
Rhode initially shipped only within the United States. Over time, international shipping expanded to include several countries in Europe and other regions.
Shipping fees and delivery times vary by location.
Restock Patterns
Many Rhode products sell out quickly after launch or restock. The brand typically announces restock dates through email and social media.
This controlled supply strategy helps maintain demand but can frustrate some customers.
Returns and Policies
Rhode offers a return policy for unused or lightly used products within a specified time frame. Policies vary depending on region.
Customers are encouraged to review return guidelines before purchasing.
Rhode vs Competitors
Rhode is often compared to brands like Glossier, Summer Fridays, and Drunk Elephant. Its key differentiator is its barrier-first, minimalist focus.
Compared to Glossier, Rhode leans more skincare-focused. Compared to Drunk Elephant, it offers fewer actives and lower prices.
Industry Positioning
Rhode sits at the intersection of celebrity beauty and dermatologist-informed skincare. It avoids heavy glam or trend-driven product cycles.
This positioning allows the brand to appeal to both skincare enthusiasts and casual users.
Seasonal Relevance
Rhode products are designed for year-round use, but hydration-focused formulas are especially popular in colder months.
In summer, lightweight textures and lip products remain relevant due to minimal makeup trends.
Holiday Demand
Holiday seasons often see increased demand for Rhode bundles and limited-edition packaging. Gift sets are commonly released toward the end of the year.
These releases typically sell out quickly.
Practical Information and Planning
Rhode Beauty operates exclusively online through its official website. There are no physical stores or counters.
Prices range from approximately $16 to $38 per item, with bundles offering slight savings. Shipping times vary from 3–10 business days depending on location.
Customers can expect minimalist packaging, clear usage instructions, and products designed for daily routines. New users are advised to start with a basic routine and patch test before full use.
To buy Rhode products, monitor restock announcements and subscribe to brand emails. For best results, use products consistently rather than mixing with aggressive actives.
FAQs
What is Rhode Beauty?
Rhode Beauty is a skincare and lip care brand founded by Hailey Bieber in 2022. It focuses on barrier-supporting, minimalist skincare routines.
When did Rhode Beauty launch?
Rhode Beauty officially launched in June 2022 with a small initial product lineup.
Who owns Rhode Beauty?
The brand was founded and is owned by Hailey Bieber, with professional teams handling formulation and operations.
Is Rhode Beauty cruelty-free?
Yes, Rhode Beauty products are cruelty-free and not tested on animals.
Where can I buy Rhode Beauty?
Rhode Beauty products are sold exclusively through the brand’s official website.
How much do Rhode products cost?
Most products range from $16 to $38, placing the brand in the mid-range skincare category.
Is Rhode Beauty good for sensitive skin?
Yes, Rhode products are formulated with sensitive skin in mind and focus on barrier health.
Does Rhode Beauty treat acne?
Rhode does not focus heavily on acne treatment. It is better suited for hydration and maintenance routines.
Are Rhode products dermatologist-tested?
Yes, the products are dermatologist-tested and formulated with clinical input.
Can I use Rhode with other brands?
Yes, Rhode products can be integrated into existing routines, especially as hydrating base products.
Does Rhode ship internationally?
Rhode ships to select international destinations, with shipping options expanding over time.
Why does Rhode sell out often?
High demand and controlled production runs often lead to products selling out quickly.
Is Rhode considered clean beauty?
Rhode emphasizes ingredient safety and simplicity but focuses more on efficacy than strict “clean” labels.
What is Rhode’s most popular product?
The peptide lip treatment is widely considered the brand’s hero product.
Is Rhode Beauty worth it?
For users seeking simple, hydrating, barrier-focused skincare at accessible prices, Rhode offers strong value.
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