The Billion-Dollar Glaze: 5 Shocking New Updates On Hailey Bieber’s Rhode Brand For 2025

The Rhode skincare brand, founded by model and entrepreneur Hailey Bieber, has officially cemented its status as a billion-dollar beauty powerhouse with a series of massive, market-shaking announcements throughout 2025. The brand, which launched in 2022 with a focus on simple, barrier-first skincare and the viral 'glazed donut' aesthetic, is no longer just a celebrity-backed venture; as of this current date, December 12, 2025, it is one of the fastest-growing and most valuable entities in the modern beauty industry, driven by a strategic retail expansion and a landmark corporate acquisition. The following deep dive explores the five most critical, up-to-the-minute developments—including a major acquisition and a massive retail debut—that have completely redefined Rhode’s future, providing crucial context for consumers, investors, and beauty enthusiasts alike who are tracking the evolution of Hailey Bieber's empire.

Hailey Rhode Bieber: Full Biography and Entrepreneurial Profile

Hailey Rhode Bieber (née Baldwin) is an American model, media personality, creative director, and businesswoman who has successfully transitioned from a high-profile modeling career to a major force in the global beauty market. She is the founder of the popular skincare brand, Rhode.

• Full Name: Hailey Rhode Bieber (née Baldwin)
• Date of Birth: November 22, 1996
• Age (as of Dec 2025): 29
• Place of Birth: Tucson, Arizona, U.S.
• Family: Daughter of actor Stephen Baldwin and graphic designer Kennya Deodato Baldwin.
• Spouse: Justin Bieber (married 2018)
• Career Highlights:
  • Began modeling career in 2014, appearing in major campaigns for brands like Topshop and Moschino.
  • Served as a host for TBS's Drop the Mic.
  • Launched her clean, minimalist skincare line, Rhode, in June 2022, with a focus on products designed to nourish the skin barrier.
  • The brand quickly achieved viral success, particularly with the 'glazed donut skin' trend.
  • Became one of the most-searched-for beauty brands in 2025, according to Google's Holiday 100 list.

The Billion-Dollar Acquisition: Rhode Joins the e.l.f. Beauty Portfolio

The single most significant piece of news to hit the beauty world in 2025 was the announcement of Rhode’s acquisition by e.l.f. Beauty. This move is a monumental moment for both brands, signifying a strategic consolidation of market share and validation of Rhode's immense brand value and growth trajectory.

A $1 Billion Valuation and Strategic Synergy

While the exact final terms of the deal remain confidential, industry reports and projections estimate the acquisition to be valued at approximately $1 billion. This staggering figure underscores the explosive growth of the direct-to-consumer (DTC) skincare and makeup brand since its 2022 launch. Rhode reportedly generated $212 million in net sales over a short period, demonstrating its powerful market pull and the effectiveness of its celebrity-driven model. For e.l.f. Beauty, a company known for its accessible pricing and strong presence in major retail aisles like Target, the acquisition of Rhode provides a crucial entry point into the high-end, celebrity-backed skincare segment. The synergy is expected to leverage Rhode’s premium brand image and loyal following, particularly among Gen Z and Millennial consumers, with e.l.f.’s robust operational and distribution capabilities. The move is a clear signal that the clean, minimalist skincare philosophy championed by Hailey Bieber is a long-term, profitable trend.

The Massive Retail Expansion: Rhode’s Sephora USA and Canada Debut

Before the acquisition news fully settled, Rhode announced a major retail expansion that will fundamentally change how consumers shop for the brand. Historically, Rhode has been a DTC-only brand, which contributed to its exclusivity and high demand. However, that exclusivity is officially ending with a massive rollout into one of the world's most prominent beauty retailers.

September 4, 2025: The Sephora Rollout Date

Mark your calendars: Rhode’s full debut in all Sephora USA and Canada stores, as well as online, is locked in for September 4, 2025. This move is expected to dramatically increase the brand's accessibility, making the highly sought-after products, such as the Peptide Glazing Fluid and the Barrier Restore Cream, available to a much wider audience. The transition from a cult-favorite online brand to a mainstream retail staple is a key step in solidifying Rhode’s global dominance. The demand is already proven. Rhode was named alongside brands like Glossier and Olaplex in Google’s list of the most-searched-for beauty products of 2025, highlighting the immense consumer curiosity that Sephora hopes to capitalize on. This retail partnership is a game-changer for beauty enthusiasts who have previously struggled with limited stock and international shipping hurdles.

The 2025 Product Pipeline: Birthday Edits and New Categories

Hailey Bieber and the Rhode team have not slowed down on the product development front, teasing and launching several highly anticipated items throughout the second half of 2025. The brand continues to focus on its core mission: nourishing the skin barrier and delivering the signature "glazed" look.

The 2025 Rhode Birthday Edit

In a tradition that has become a major annual event for the brand, Hailey Bieber launched the 2025 Rhode Birthday Edit in November, just ten days before her 29th birthday. This limited-edition drop featured exclusive new products and highly coveted Peptide Lip Tints in new, unique shades. These limited launches are a brilliant marketing strategy, driving immediate sales and maintaining high engagement on social media platforms.

Upcoming 2025 Launches: Bronzer and Facial Spray

Beyond the Birthday Edit, the brand has been actively previewing its 2025 product roadmap, signaling a potential expansion beyond its core skincare offerings. Social media reels and insider leaks suggest that Rhode is preparing to launch a new facial spray and a bronzer. The introduction of a bronzer would mark a significant step into the color cosmetics space, moving Rhode from being purely a skincare brand to a comprehensive "skin-first" makeup brand. A facial spray, likely formulated with barrier-supportive ingredients, would perfectly align with the brand's focus on maintaining the 'glazed donut skin' aesthetic throughout the day.

The Enduring Appeal of the 'Glazed Donut Skin' Aesthetic

Rhode’s success is intrinsically tied to the viral "glazed donut skin" trend, which emphasizes a dewy, ultra-hydrated, and luminous complexion. This aesthetic, championed by Hailey Bieber, is the foundation of the brand’s philosophy and the reason why products like the Peptide Glazing Fluid and Peptide Lip Treatment remain constant sell-outs. The brand’s commitment to simple, effective formulations that prioritize skin health has resonated deeply with consumers tired of complex, multi-step routines. The products are designed to deliver instant dewiness while actively supporting the skin’s natural moisture barrier—a perfect blend of immediate visual results and long-term skin health benefits. As Rhode moves into new retail spaces and new product categories, this core philosophy will remain its strongest selling point, ensuring continued topical authority and customer loyalty in a competitive beauty landscape.