Hailey Bieber

Hailey Bieber sold rhode for $1B.

In 2022, she launched rhode with three skincare essentials: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment.

Each one designed like part of a perfect outfit.

What Hailey called the “leather jacket, jeans, and tee” of your skincare routine.

No big-box retailers. No mega-influencers. No 40-shade foundation drop.

Just clean formulas, under-$30 price points, and one clear promise: hydrated, dewy, glazed-doughnut skin.

It sold out in 10 minutes.

The Glazing Fluid alone had a 100,000+ person waitlist.

And at one point, 36 units were selling every second.

Hailey knew exactly what she was doing.

Here’s what founders can learn from her playbook:
👉 Start small but surgical
Three products. One aesthetic. Every texture, ingredient, and price point was obsessively tested by Hailey herself.

👉 Let your community do the marketing
No traditional ads. Just real people, real GRWMs, and a TikTok frenzy. From glazed nails to dewy skin, rhode didn’t just sell product, it became a reference point in pop culture.

👉 Own the narrative
Hailey wasn’t a face on a bottle. She was the founder, creative director, and product developer, deeply involved from packaging to final formula. That authenticity built real trust.

👉 Collaborate with culture
The rhode x Erewhon Strawberry Glaze Skin Smoothie wasn’t just a drink. It was $20 of wellness marketing genius... collagen, sea moss, and LA health culture blended into a viral moment.

👉 Stay direct
Rhode launched DTC, controlling every touchpoint with its customers. Only after proving demand did it expand to Sephora in the U.S. and U.K.

👉 Make it a feeling, not just a product
Hailey wasn’t chasing trends. She is the glazed skin aesthetic. Her goal? Not just glowing skin but serotonin in a serum. “I want people to feel like they’re part of a world,” she said. And she built one.

👉 Exit on your terms
By 2025, rhode hit $212M in sales, ranked #1 in earned media value, and was just acquired by e.l.f. for $1B. Hailey will stay on as Chief Creative Officer and Head of Innovation, doubling down, not cashing out.

And just like that, rhode became one of the biggest beauty deals of the decade.