On June 15, 2025, Rhode, the minimalist, glazed-doughnut skin brand founded by Hailey Bieber, officially turned three years old—and the celebration is as sleek and glowing as the brand itself. Since its launch in 2022, Rhode has quickly become a mainstay in the skincare world, earning cult status among Gen Z and beauty enthusiasts who swear by its simple-yet-effective formulas and ultra-aesthetic branding.
A Skincare Phenomenon
From the moment Hailey Bieber introduced Rhode to the world, it was clear this wasn't just another celebrity skincare line. Instead of launching with a bloated product line, Rhode started small and intentional: just a handful of essentials focused on hydration, barrier repair, and dewy skin. The Peptide Glazing Fluid—now lovingly nicknamed “glazed skin in a bottle”—became an overnight bestseller, going viral on TikTok and sparking waitlists that lasted for months.
Expanding the Glow
Since then, Rhode has expanded thoughtfully, adding lip treatments in mouthwatering flavors, a Barrier Restore Cream, and most recently, a tinted peptide lip treatment line that merges beauty and skincare in one swipe. In 2024, the brand made a major move by launching in the UK and Canada, and this year, it’s rumored to be heading into even more global markets, including parts of Asia and Africa.
Hailey’s Vision
What makes Rhode different is the authenticity and clarity of Hailey's vision. As the founder and face of the brand, she has remained hands-on, often teasing new launches via her personal social channels and staying closely involved in product development. Her personal style—glowy, clean, and effortlessly cool—infuses every element of the brand, from packaging design to campaign aesthetics.
“Rhode is really about simplicity and quality,” Hailey has said in past interviews. “We’re not trying to do everything—we just want to do a few things really well.”
A Celebration of Skin
To mark its third anniversary, Rhode is rumored to be releasing a limited-edition version of its bestselling Peptide Glazing Fluid, possibly with a new scent or shimmer effect to celebrate the glow-up. There’s also buzz around an expansion into body care, which would be a natural next step for the brand’s hydrating, glow-forward philosophy.
What’s Next?
With the clean beauty market more competitive than ever, Rhode continues to stand out by staying true to its roots: minimalist skincare that delivers. As it enters year three, fans are excited to see what’s next—more international launches, product innovation, and perhaps even a foray into makeup.
One thing is certain: Rhode isn’t just a trend. It’s a modern-day beauty staple—and it’s only just getting started.
0 Comments