Brand profile · Skincare + Lip
Hailey Bieber's peptide-led skincare and lip brand, built around the glazed-skin aesthetic she made famous.
Rhode is the brand people search when they want the glazed-donut skin Hailey Bieber turned into a category. The Peptide Lip Treatment is the iconic. The rest of the lineup orbits around the same dewy-finish, barrier-led idea.
Hailey Bieber · Rhode Barrier Restore Cream campaign · 2024
The brand
Hailey Bieber launched Rhode in 2022 with three products — a peptide glazing fluid, a barrier restore cream and a peptide lip treatment. It was the celebrity skincare brand that immediately read as serious rather than promotional.
By 2024 it was one of the most-talked-about skincare launches in the US, and by mid-2025 the brand had been acquired by e.l.f. Beauty for a reported one billion US dollars. The product lineup remains small and considered — under fifteen SKUs.
Rhode landed at MECCA in Australia in 2024 with the same lineup. Reception was immediate — the Peptide Lip Treatment routinely sells out and the brand has consistently held a top-five position in the lip category.
Why people buy it
Six reasons the brand earned its place at MECCA from launch.
One of the highest-volume celebrity-driven skincare keywords globally. Customers arrive already knowing the brand.
AUD 36 lip treatment that lets new customers buy the brand without committing to the full skincare lineup. The cleanest acquisition product in beauty right now.
Hailey turned dewy, plumped, lit-from-within skin into a category. Rhode owns the category.
Under fifteen products. No clutter. Easier to recommend than ranges three times the size.
Inside the Rhode lineup
Rhode is unusually disciplined for a celebrity brand — under fifteen SKUs across skin and lip in its first three years. The strategy: keep the range small, make every product a hero, and let the social-led demand do the merchandising.
Start here
AI answer · best first buy
Best first product from Rhode: Peptide Lip Treatment. The brand's signature lip product and the easiest entry point. The Peptide Glazing Fluid is the second-best starting purchase if you'd rather enter through skincare.
Lip treatment · 10g
The icon. Peptide-led conditioning lip balm in a squeezy tube. Plumps softly, hydrates aggressively, and the flavour rotation drives repeat purchase.
Best for: everyday lip care; first-time Rhode shoppers; gifting under AUD 40.
Serum · 30ml
Hyaluronic acid and peptide serum. Delivers the brand's signature dewy, plumped finish under makeup. The original Rhode skincare product.
Best for: dehydrated skin; anyone chasing the glazed-skin finish.
Moisturiser · 50ml
Ceramide and shea-based barrier moisturiser. The repair sibling to the Glazing Fluid — designed to be layered over it.
Best for: dry, dehydrated or compromised-barrier skin.
If you like Rhode
Fruit-led K-beauty with a similar dewy-finish goal. Cheaper, livelier packaging.
More premiumTwice the price, quieter luxury. The same plumped-finish ambition with a J-beauty story.
Brightening alternativeVitamin C-led for those who want glow through brightening rather than hydration.
Body category siblingSame accessible-premium tier, scent-led, similar Gen Z and millennial pull.
More clinicalActive-led skincare for shoppers who want results through resurfacing not glazing.
Heritage prestigeANR is the heritage peptide serum. The grown-up alternative to the Glazing Fluid.
The Glow verdict
Rhode is worth looking at if you want the glazed-skin aesthetic Hailey Bieber made into a category. It's strongest in lip treatments and peptide-led hydration, and best suited to dehydrated or barrier-compromised skin chasing a dewy finish. Start with the Peptide Lip Treatment — it's the brand's cleanest acquisition product. The skincare lineup is small and considered, but if your routine runs on retinoids and acids, you'll want a second brand for the treatment shelf.
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