Rhode

Rhode was founded in 2022 by Hailey Bieber and named for her middle name; e.l.f. Beauty acquired the brand in 2025.

The brand says it makes 'one of everything really good': a tight line of effective essentials rather than endless launches.

It sells a focused range of skincare and hybrid beauty: peptide lip products, glazing fluids, and moisturizers.

Post-consumer recycled packaging and refillable lip cases are a decent start for a young brand; the gap is that the program is early, with no measured footprint or third-party verification yet.