The $1 Billion Glow-Up: 5 Shocking New Developments From Rhode Beauty In 2025

The landscape of celebrity beauty brands shifted seismically in 2025, and the epicenter was Hailey Rhode Bieber’s minimalist skincare line, Rhode Beauty. Launched in 2022, the brand quickly transcended the typical celebrity hype cycle, becoming a legitimate player known for its focus on barrier health and its signature "glazed donut" aesthetic. Now, as of this updated analysis in December 2025, Rhode is no longer the independent powerhouse it once was, having undergone a massive corporate transformation that has fundamentally changed its trajectory and accelerated its product development schedule.

The biggest news dominating the beauty industry this year is the brand’s monumental acquisition by budget beauty giant e.l.f. Beauty for a staggering $1 billion, a move that stunned analysts and cemented Hailey Bieber's status as a billionaire entrepreneur. This strategic sale, combined with major retail expansion and a rapid rollout of new product categories, has made 2025 the most transformative year yet for Rhode. The following deep dive explores the five most critical, recent developments that are defining the future of the brand and its commitment to "affordable luxury" skincare.

Hailey Rhode Bieber: Model, Entrepreneur, and Billion-Dollar Brand Founder

The driving force behind the Rhode phenomenon is its founder, Hailey Rhode Bieber (née Baldwin). Her personal brand—characterized by a clean, effortless style and a focus on skin health—is inextricably linked to the products, making her biography essential to understanding the company's success.

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• Full Name: Hailey Rhode Bieber (née Baldwin)
• Born: November 22, 1996, in Tucson, Arizona.
• Age (as of Dec 2025): 29 years old.
• Family Background: She is the daughter of actor Stephen Baldwin, making her part of the famous Baldwin acting family. Her mother is graphic designer Kennya Deodato.
• Spouse: Married to Canadian singer and pop icon Justin Bieber since 2018.
• Career Start: Began her modeling career in 2014, walking for major fashion houses and appearing on the covers of international editions of *Vogue* and *Elle*.
• Entrepreneurial Ventures: Prior to Rhode, she was known for various collaborations and roles, but Rhode Skin, launched in June 2022, marked her most significant and successful venture as a businesswoman and creative director.
• Net Worth Milestone: Her stake in the company following the May 2025 sale to e.l.f. Beauty for $1 billion solidified her status as a major financial player in the cosmetics industry. [cite: 2, 9, 14 (from step 1)]
• Brand Philosophy: Her vision for Rhode centers on "one of everything," focusing on a tightly edited collection of essential, effective, and affordable skincare products.

The $1 Billion Acquisition: Rhode Joins the E.l.f. Beauty Empire

The single most impactful piece of news for Rhode in 2025 was the announcement of its sale to e.l.f. Beauty for an estimated $1 billion. [cite: 2, 9, 14 (from step 1)] This monumental deal was finalized in May 2025 and immediately sent shockwaves through the industry, proving that the brand was far more than a fleeting celebrity side project. The acquisition is a powerful statement about the brand's intrinsic value and its potent blend of viral marketing and genuine product efficacy.

Why E.l.f. Paid a Billion for Rhode

The purchase was a strategic masterstroke for e.l.f. Beauty, a company already known for its impressive growth and cult-favorite budget products. Rhode brought several non-negotiable assets to the table:

• Gen Z Authority: Rhode dominates the social conversation among Gen Z and younger Millennials, a demographic e.l.f. is keen to deepen its connection with.
• High-End Skincare Credibility: While e.l.f. has strong skincare offerings, Rhode provides a more premium, minimalist aesthetic and a focus on research-backed ingredients, which elevates the entire corporate portfolio.
• Founder Longevity: Hailey Bieber, who is staying on as Creative Director, revealed in a *GQ* interview that she had initially planned to "never sell" the company, which speaks to her deep commitment and the long-term vision e.l.f. is buying into. [cite: 2 (from step 1)]
• Global Expansion Infrastructure: E.l.f. provides the massive supply chain and operational infrastructure needed to scale Rhode's viral products globally, an area where the smaller, independent brand was previously constrained.

New Product Categories and the "Glazed" Universe Expansion

Since the acquisition, Rhode has accelerated its product development, expanding beyond its core skincare essentials into new, highly anticipated categories. This expansion addresses consumer demand for a full "Rhode routine" and demonstrates the brand's intent to grow its topical authority across the entire beauty spectrum.

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The Latest 2025 Launches

The brand’s philosophy of "one of everything" is evolving to include essentials for a full-face glazed look. Key launches and previews in 2025 include:

1. Peptide Eye Prep: This marked Rhode’s first major expansion into a new category—dedicated eye care—since the acquisition. [cite: 10 (from step 1)] The product maintains the brand’s focus on peptides and barrier support for the delicate under-eye area, a crucial step for achieving the ultimate "glazed" complexion.
2. Glazing Mist: Launched in June 2025, the *Glazing Mist* is a hydrating facial spray designed to lock in moisture and provide an immediate, reflective sheen. [cite: 4 (from step 1)] It instantly became a viral sensation, capitalizing on the popularity of the *Glazing Milk*.
3. Upcoming Color Cosmetics (Previewed): Rhode has teased its first foray into color cosmetics, with previews of a bronzer and a new lip product for their 2025 lineup. [cite: 1 (from step 1)] This move signals a significant shift from pure skincare to a broader "beauty" category, leveraging the brand's aesthetic into makeup.
4. Scented Peptide Lip Tints: The November 2025 "Rhode Birthday Edit" featured exclusive, scented Peptide Lip Tints and limited-edition bundles, driving significant holiday and birthday traffic to the site. [cite: 3, 6 (from step 1)]

The Science of the Glaze: Peptides, Niacinamide, and Barrier Health

Rhode’s success is not just built on Hailey Bieber's fame; it rests on a foundation of research-backed ingredients and a clear focus on skin barrier function. The brand effectively uses key, proven skincare entities to deliver visible results, appealing to both the minimalist consumer and the ingredient-savvy enthusiast.

Core Ingredient Focus (Topical Authority Entities)

The brand's formulations consistently revolve around three powerful, dermatologist-tested components:

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• Peptides: These active amino acids are the cornerstone of the Rhode line, appearing prominently in the *Peptide Glazing Fluid* and *Peptide Lip Treatment*. They are vital for visibly plumping the skin, reducing the appearance of fine lines, and supporting collagen production.
• Niacinamide: A form of Vitamin B3, Niacinamide is celebrated for its ability to refine pores, improve uneven skin tone, and strengthen the skin's barrier against environmental stressors. It is a key component in the *Glazing Milk*.
• Hyaluronic Acid: A powerhouse humectant, it draws moisture into the skin, providing deep, lasting hydration that contributes to the signature "glazed" look.
• Shea Butter and Squalane: Found in the cult-favorite *Peptide Lip Treatment*, these ingredients are essential emollients and antioxidants that hydrate and moisturize, ensuring the lips remain soft and protected.

Hailey Bieber has emphasized that she tests new Rhode products extensively on herself, her husband Justin Bieber, and her friends, ensuring that every formulation meets her high standards for efficacy and feel before it hits the market. [cite: 7 (from step 1)]

Global Retail Domination: The Sephora Launch and Viral Popularity

The final major development of 2025 was Rhode’s move from a direct-to-consumer (DTC) model to a full-scale retail partnership with Sephora. This was a necessary step for a brand of its size and ambition, especially under the new e.l.f. Beauty umbrella.

Rhode officially became available at Sephora online and in-store in 2025, marking its most significant retail expansion to date. [cite: 8, 13 (from step 1)] This launch immediately solved the brand's previous inventory and accessibility issues, making its products available to a much wider global audience. The move also placed Rhode directly alongside established luxury and prestige skincare brands, solidifying its position in the high-end market.

The brand’s popularity was further validated when the *Glazing Milk* was named one of Google’s most searched-for gifts for 2025, a testament to its viral success and consumer desirability during the holiday season. [cite: 12 (from step 1)] The combination of a strong online presence, a clear aesthetic vision, and now, a robust retail strategy via Sephora, ensures that Rhode Beauty is well-positioned for continued exponential growth in the years following its billion-dollar sale.