Rhode turned Hailey Bieber's 'glazed donut skin' moment into a $1B brand—viral product drops, TikTok commerce, and accessible skincare positioning led to e.l.f. Beauty's landmark acquisition.
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See all ads on AdLibrary →Rhode is a Los Angeles-based skincare brand co-founded by Hailey Bieber in 2022. Built around the 'glazed donut skin' aesthetic, the brand created viral product moments (Pocket Blush, Peptide Lip Tint) that drove massive TikTok commerce before being acquired by e.l.f. Beauty for $1 billion in 2025.
Rhode's paid advertising strategy was secondary to its organic media engine: Hailey Bieber's 50M+ Instagram following functioned as a permanently warm, pre-sold customer base. Every product drop was an event, amplified by Hailey's personal social content before any paid spend. When paid media ran, it retargeted this organically engaged audience for conversion. The 'glazed donut skin' aesthetic—dewy, minimal, aspirational—translated into scroll-stopping creatives that required minimal copy. View Rhode's ad archive at AdLibrary.
Instagram and TikTok were Rhode's primary media environments—Instagram for aspirational aesthetic content and TikTok for viral product drops that drove instant sell-outs. Facebook retargeting supported DTC conversion for audiences engaged by organic content. Post-e.l.f. acquisition, the brand's paid media strategy expanded with e.l.f.'s performance marketing infrastructure behind it.
Core themes: glazed donut skin aesthetic (luminous, hydrated, barrier-protected); Hailey Bieber's personal skin philosophy; accessible price points for prestige-quality formulas; viral hero SKUs (Peptide Lip Treatment, Pocket Blush, Glazing Milk); and community participation in product development. Copy was minimal—the visual brand did most of the work.
Rhode is the definitive case study in celebrity-founder brand building for the TikTok era. Hailey Bieber didn't just put her name on a product—she made her daily skincare routine the brand's R&D process and content strategy simultaneously. The acquisition by e.l.f. at $1B validated that social-first, founder-as-media DTC brands now command strategic premiums from legacy beauty companies. Lesson: in the attention economy, a founder's authentic daily behavior can be worth more than any ad budget.
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