Rhode Skin launched in June 2022 with Hailey Bieber's 'glazed donut skin' TikTok aesthetic and a $16 lip treatment — three years later it was sold to e.l.f. Beauty for $1 billion.
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See all ads on AdLibrary →Rhode Skin was launched on June 15, 2022 by Hailey Bieber with Lauren and Michael D. Ratner. The brand launched with three products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment — the last priced at $16 and destined to become one of the most viral beauty products in social media history. The 'glazed donut skin' aesthetic Bieber popularised on TikTok — dewy, luminous, barely-there — became a global beauty trend that functioned as a continuous organic brand campaign. Rhode sold 1 million Peptide Lip Treatments by August 2023. Revenue reached $212 million in the 12 months to March 2025, with Rhode becoming the number one skincare brand by Earned Media Value in 2024. e.l.f. Beauty acquired the brand in May 2025 for up to $1 billion ($800M upfront plus $200M earnout). Also searched as Rhode.
Rhode's advertising strategy exploits the most underappreciated form of founder media: an A-list celebrity who creates authentic skincare content that millions aspire to replicate. The 'glazed donut skin' trend was not a campaign — it was Hailey Bieber's actual skincare routine, shared on TikTok, that became a global aesthetic movement. Every paid ad Rhode subsequently ran was rowing with a cultural current that organic content had already established. Meta performance campaigns convert audiences already familiar with the brand's visual language. Sephora distribution provides physical trial moments that paid social then retargets. See Rhode's current ad creative at AdLibrary.
Rhode runs active Meta campaigns on Instagram and Facebook, with Instagram being the primary paid social channel given the brand's visually-driven, beauty-audience focus. The brand's aesthetic — minimal, dewy, skin-forward — translates exceptionally well to Instagram's visual medium. TikTok organic has been a more powerful brand-builder than paid Meta, but paid Meta drives direct conversion. Post-Sephora launch, campaigns have shifted to include retail availability messaging and new product launches at higher frequency.
Rhode's copy is spare and aspirational, letting product visuals and the 'glazed donut' aesthetic carry most of the brand communication. Key copy themes: Peptide formulas, skin barrier, 'glazed', dewy finish, accessible luxury. The Peptide Lip Treatment's $16 price point is a deliberate accessibility signal — low enough to convert impulse buyers, high enough to signal premium intent. Product name choices (Peptide Glazing Fluid, Barrier Restore) are ingredient-forward and credibility-building without requiring explanation.
Rhode is the textbook example of aesthetic-as-strategy: the 'glazed donut skin' was not a product claim but a sensory aspiration that consumers wanted to participate in. The lesson for beauty brands: own an aesthetic vocabulary that people want to perform, not just a product benefit people want to consume. Rhode also demonstrates extraordinary pricing discipline — the $16 Peptide Lip Treatment created a mass-accessible entry point that built an enormous customer base, then upsell to higher-margin products followed. The brand's acquisition by e.l.f. for $1B validates the commercial weight a founder with genuine cultural influence can create in under three years.
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