Rhode
Independent American skincare company founded by Hailey Bieber, specializing in minimalist and effective skincare products.
Company Type
private
Founded
2022
Headquarters
Los Angeles, California, USA
Revenue
not publicly disclosed (acquired by e.l.f. Beauty in 2025)
Primary Market
Global
About Rhode
Rhode operates as a vertically integrated skincare company focusing on formulation development, direct marketing, and customer relationship management. The company maintains lean operations, outsourcing manufacturing to specialized facilities while controlling all aspects of product development and brand management.
The business model emphasizes direct-to-consumer sales through its website, allowing Rhode to maintain control over pricing, customer experience, and brand messaging. This approach eliminates retail markups and enables the company to invest more in product quality while maintaining competitive pricing.
Rhode's product development process involves collaboration with dermatologists, formulation chemists, and skincare experts. The company prioritizes ingredient efficacy and safety, avoiding unnecessary additives and focusing on active ingredients that deliver visible results. All products undergo rigorous testing and formulation refinement before launch.
History of Rhode
Rhode was launched in June 2022 by Hailey Bieber after two years of development and formulation work. The brand emerged during a period of increased consumer interest in clean beauty and minimalist skincare routines. Bieber, known for her authentic approach to beauty and social media presence, identified a gap in the market for effective yet simple skincare products that didn't require complex multi-step routines.
The launch strategy focused on authenticity and organic growth rather than traditional celebrity brand launches. Rhode initially gained traction through social media and word-of-mouth, with Bieber sharing her genuine use of the products rather than paid endorsements. The approach resonated with consumers seeking transparency and authenticity from beauty brands.
The first product launch focused on essential items that could replace multiple products in traditional routines. This minimalist philosophy became central to Rhode's brand identity and product development strategy. The company expanded gradually, adding new products only when they could genuinely simplify or improve existing skincare routines.
Brands Owned by Rhode
Rhode owns 0 brands in our database.
Rhode Ownership: Pros & Cons
Advantages
- +Creative control allows authentic brand development without corporate interference
- +Direct customer relationships enable better feedback and product improvement
- +Lean operational structure reduces overhead and maintains competitive pricing
- +Independence enables quick decision-making and market responsiveness
- +Founder authenticity drives organic growth and customer loyalty
Considerations
- -Limited resources compared to major beauty corporations may restrict expansion speed
- -Self-funded growth requires careful financial management and planning
- -Manufacturing dependency on third-party facilities creates supply chain considerations
- -Competitive market requires significant marketing investment without corporate backing
- -Regulatory compliance costs must be managed independently without corporate legal departments
Frequently Asked Questions About Rhode
Is Rhode really owned by Hailey Bieber?
Yes, Rhode is independently owned and founded by Hailey Bieber. She maintains creative control and strategic direction for the company, working with formulation experts and business advisors to develop and grow the brand.
Is Rhode a clean beauty brand?
Rhode focuses on effective formulations with carefully selected ingredients. While the brand emphasizes simplicity and avoids unnecessary additives, it prioritizes ingredient efficacy and proven results over strict "clean beauty" marketing claims.
Where can I buy Rhode products?
Rhode products are primarily sold directly through the company's website at rhodeskin.com. The brand has also expanded to select retail partners and international shipping to serve customers globally.
Does Rhode test on animals?
Rhode maintains cruelty-free practices and does not conduct animal testing. The company works with manufacturing facilities that adhere to cruelty-free standards and ensures all products meet regulatory requirements without animal testing.
Is Rhode suitable for all skin types?
Rhode develops products with broad compatibility for various skin types, focusing on gentle yet effective formulations. The company provides detailed ingredient information and usage recommendations to help customers choose appropriate products for their individual skin needs.
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