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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.
