If you've been anywhere near skincare TikTok or Instagram lately, you've likely seen the "glazed donut skin" trend that took over beauty conversations in 2023 and continues to dominate today. At the center of this movement is Rhode, the skincare brand founded by model and influencer Hailey Bieber that promises hydrated, healthy-looking skin through a simplified routine backed by research-proven ingredients. What started as a celebrity passion project has transformed into a billion-dollar beauty phenomenon, but beyond the hype lies a carefully formulated skincare line designed to strengthen your skin barrier and deliver that coveted dewy glow.
Understanding Rhode's 4-Step Skincare Routine
Unlike complicated 10-step routines that overwhelm many skincare beginners, Rhode follows a streamlined approach with just four essential steps. According to the brand's official guidance, the Rhode routine begins with gentle exfoliation and refreshment using their Pineapple Refresh Daily Cleanser. This first step removes impurities without stripping the skin's natural moisture barrier, thanks to ingredients like pineapple enzyme and amino acids that provide mild exfoliation.
The second step focuses on calming the skin and boosting barrier function, typically using the Glazing Milk essence. This milky toner contains ceramides and peptides to strengthen the skin's protective layer while providing immediate hydration. Step three adds dewy, glowing hydration through products like the Peptide Glazing Fluid, a lightweight serum that preps skin for better product absorption and makeup application. Finally, step four locks in essential moisture with the Barrier Restore Cream or Barrier Butter, both formulated with shea butter, squalane, and niacinamide to seal in hydration overnight.
From Launch to $1 Billion Acquisition: The Rhode Timeline
Rhode's journey from celebrity side project to beauty industry powerhouse happened with remarkable speed. Hailey Bieber launched the brand in June 2022 after two years of development, initially releasing just three products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. The brand name comes from Bieber's middle name (Hailey Rhode Bieber) and reflects her personal connection to the products.
By early 2023, Rhode had already achieved viral status on social media, with the "glazed donut skin" trend driving unprecedented demand. The brand expanded its product lineup throughout 2023 and 2024, adding the Glazing Milk essence, Pineapple Refresh Cleanser, and various lip treatments. Then in May 2025 came the landmark announcement: e.l.f. Beauty would acquire Rhode in a deal potentially worth $1 billion, according to Forbes reporting. This acquisition marked one of the largest in the beauty industry that year and positioned Rhode for global expansion under e.l.f.'s established distribution network.
Expert Insights: What Dermatologists Say About Rhode
While celebrity-founded skincare brands often face skepticism from dermatologists, Rhode has received surprisingly positive reviews from skincare professionals. Dr. Dray, a board-certified dermatologist with millions of YouTube followers, praised the brand's focus on barrier-supporting ingredients and avoidance of common irritants in her review. She noted that the formulations are "solid, no-frills skincare" that would benefit most skin types, particularly those dealing with dryness or sensitivity.
Other dermatologists have highlighted Rhode's commitment to fragrance-free formulations, which reduces the risk of allergic reactions and irritation. The brand's use of niacinamide at effective concentrations (reportedly between 2-5% in their products) has also drawn professional praise, as this ingredient has substantial research supporting its benefits for barrier function, oil regulation, and hyperpigmentation. While experts caution that no skincare line works for everyone, they generally agree that Rhode's ingredient-focused approach represents a positive trend in celebrity beauty brands.
Where to Buy Rhode Skincare and What It Costs
Rhode products are primarily available through two channels: the brand's official website (rhodeskin.com) and Sephora, both in-store and online. The partnership with Sephora, which began in 2023, significantly expanded Rhode's accessibility, particularly after the e.l.f. Beauty acquisition streamlined distribution. Prices fall into the mid-range category for skincare, with individual products ranging from $20 for the Peptide Lip Treatment to $32 for the Glazing Milk and Barrier Restore Cream.
The brand also offers several value sets, including travel kits and curated routines that provide cost savings compared to purchasing items individually. International availability has expanded since the acquisition, with Rhode now shipping to Canada, the United Kingdom, Australia, and several European countries through both the brand's website and international Sephora locations. For those new to the brand, the Mini Rhode Kit ($49) offers a complete introduction with travel-sized versions of the cleanser, glazing milk, peptide fluid, and barrier cream.
What's Next for Rhode Under e.l.f. Beauty's Ownership
With the resources of e.l.f. Beauty behind it, Rhode is positioned for significant expansion in both product development and global reach. Industry analysts predict several directions for the brand's growth: expanded shade ranges for complexion products, more targeted treatments for specific skin concerns, and potential ventures into hair or body care. The acquisition also brings manufacturing and sustainability advantages, as e.l.f. has made public commitments to clean beauty standards and environmental initiatives.
Already in 2026, Rhode has teased collaborations, including a limited-edition collection with Justin Bieber featuring playful packaging and new product formats like the Banana Peel Peptide Eye Prep. The brand continues to leverage Hailey Bieber's social media presence while building its own community through educational content about skin barrier health. As consumer interest in simplified, effective skincare grows, Rhode's focus on multi-tasking products with proven ingredients aligns with broader beauty industry trends toward minimalism and transparency.
Key Takeaways for Your Skincare Journey
Whether you're considering trying Rhode or simply curious about the science behind the hype, several key points emerge from examining this viral brand. First, Rhode's success demonstrates the power of simplified routines focused on barrier health rather than endless product layering. Second, the brand's commitment to fragrance-free, irritant-free formulations sets a positive example for celebrity skincare lines. Finally, Rhode's journey from influencer project to billion-dollar brand highlights how social media can democratize beauty while still prioritizing ingredient integrity over pure marketing.
For those incorporating Rhode into their routines, remember that consistency matters more than any single product. The brand's 4-step system works best when followed regularly, and results typically become noticeable after 4-6 weeks of consistent use as your skin barrier strengthens. As with any skincare line, patch test new products and introduce them gradually to monitor your skin's response. Ultimately, whether Rhode becomes your skincare staple or simply inspires you to prioritize barrier health, the brand's impact on beauty conversations is undeniable proof that sometimes, less really is more when it comes to glowing skin.
