Hailey Bieber’s Billion-Dollar Glow Up
Hailey Bieber is taking Rhode from online shopping carts to Sephora shelves—backed by a bold new partnership with e.l.f.
BY Ava Caiati ★ JUNE 22ND, 2025
design: Sophie Rottenberg
Before the launch of Rhode, beauty enthusiasts were already buzzing with the question, “What does Hailey Bieber use on her face?” Her skincare routine has gained major attention across multiple platforms, but it was her Vogue “Beauty Secrets” routine video that really set the trend. In the video, Hailey casually introduced the now iconic, now famous “glazed donut” look. She described her ideal nighttime routine as simply "looking like a glazed donut," exuding effortless hydration, cleanliness and glow. The phrase quickly went viral on TikTok, becoming synonymous with Rhode's signature appeal.
From the start, Rhode kept things simple and only available on their site directly. The brand launched with only three products: the most talked about being the Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment (THE sought-after item). As Rhode grew in popularity, so did the “glazed” idea. Lips became glossier, cheeks became plumper and creams naturally added glow. Restocks sold out within minutes. The glazed look evolved from less of a trend to a routine: fresh and intentionally minimal. With now 10 essentials sold online, Hailey has built one of the hottest brands in the beauty industry — without ever hitting the shelves.
On May 28, in a move that surprised many, Hailey took to Instagram, announcing a partnership with e.l.f. beauty, an affordable and easily accessible brand, in a major deal. And, it’s not just a brand acquisition; it is a huge creative milestone. Partnering with JP Morgan helped push Hailey and her brand’s value to over $1 billion. E.l.f. was drawn to Hailey’s founder-led vision and creative direction, which aligns with the company’s own values.
With e.l.f. behind Rhode, Hailey will not lose any of her creative direction; she will amplify it. As quoted in Rhode’s statement, this partnership will be an “incredible opportunity to elevate and accelerate our accessibility.” Her new role as a strategic advisor to e.l.f. allows her to shape how both brands expand globally, and how Rhode fits into a larger, more accessible beauty company. Many are left wondering, why ruin something great? Her main reason: to expand Rhode's presence globally so that it transitions nicely into the Sephora line. By keeping creative control, she can ensure that Rhode will grow without losing its core aesthetic.
Not only is the e.l.f transformation on the way, but Rhode is finally headed to Sephora shelves in the fall. This decision is a major shift for a brand that’s been only available from the Rhode website directly. Sephora gives Rhode a new type of visibility, being able to walk in and buy your favorite Rhode products IRL. No more worries about restocks, waitlists or sell out’s for products!
The fact that Rhode launched with just 10 products and no retail presence says everything about the incredible businesswoman and beauty pioneer Hailey is. This is the glow-up redefining the entire beauty game!
