Has Sephora Ruined Rhode? What’s Really Happening to Hailey Bieber’s Skincare Brand

Instagram - james_s_welsh Unboxing Channel - @JaymesPlays1 In just three and a half years, Rhode has gone from three simple products and a beige aesthetic to one of the biggest names in modern skincare. With sales in the hundreds of millions and a valuation of one billion dollars, the brand has become a cultural force that few celebrity startups have ever managed to achieve. This video breaks down how Rhode rose so quickly, why its minimalist lineup worked, and how Hailey Bieber’s genuine interest in skincare helped separate the brand from the long list of underwhelming celebrity launches. From the Peptide Lip Treatment to the Glazing Fluid and Barrier Restore Cream, Rhode focused on simple, effective formulas that tapped into the clean girl aesthetic and the growing obsession with skin barrier care. But as e.l.f. Beauty acquired the brand and Sephora began stocking it in the US, Canada, and the UK...things could be changing. These moves bring massive opportunity but also raise questions about exclusivity, scarcity, and the brand’s ability to maintain its original philosophy under new ownership and wider distribution. Is Rhode entering its next phase of growth, or will these changes dilute what made it special? And where does the brand go from here?