Many beauty brands go viral, but the viral-ity around Rhode surpasses the usual short-lived moment. That's because Rhode, created by model and entrepreneur Hailey Bieber, isn't just another celebrity beauty brand — it's an aesthetic that's equal parts affordable and attainable.
Launched in 2022, Rhode began as a passion project for Bieber, who then brought in industry experts to help build an intentional skin care line (as of 2024, the brand has expanded into makeup). The minimalist packaging gives space for the high-performing ingredients list in every product, often including peptides (a touted ingredient from the brand), for customers to discover what truly works best for their skin.
In just three years, the brand has grown to a billion-dollar company. As of May 2025, e.l.f. Beauty acquired Rhode in a revolutionary deal that will set "the stage for transformative global expansion," per the company's press statement. And just a few months later, in September 2025, Rhode became a part of the Sephora franchise, making history as one of the retailer's biggest launches.
Since the brand's inception, we've been trying out all of Rhode's latest and greatest products. And after years of sifting through their options, we decided to round up some of our favorite products from the brand that might make you a fan, too.
Best Rhode products, according to editors
The product that started it all:
One of the first products ever released by Rhode was this customer-favorite Peptide Lip Treatment (along with the Peptide Glazing Fluid and the Barrier Restore Cream). With the idea of achieving ‘glazed skin’ etched into the brand’s marketing (and coined by Bieber), the Peptide Lip Treatment offered a new sensory experience upon application, outside of just moisturized lips. From its delicious scents to its thick, glossy texture, applying it is something to look forward to.
"When they say 'glaze' they mean glaze!," raves social media editor Kara Quill. "The lip treatment leaves you looking super hydrated with a pretty tint/shine left behind." Editor Vivien Moon even calls the lip balm "one of my top five of all time," solely for the scents (there's a non-scented version, too) and shine.
Seen on the show:
Rhode's Peptide Lip Tint is the tinted version of the beloved Peptide Lip Treatment. It's also one of my favorite lip balms (I've even previously covered it!), offering high pigment, gloss and moisture for dry, dull lips.
You can choose from 11 shades (four of which are limited edition) to enhance your natural lip tone or to add bold, rich color. I couldn't stop raving about how buildable the pigment is when I first tried it — the lip tint is never streaky no matter how much you apply. You only get smooth, glossy shine. Plus, you might've seen it on the show, too.
For a fuller pout:
If you're like us, we too, also own too many lip liners. But the Peptide Lip Shape isn't just any lip liner — it's a lip contour. So as you would use a cheek contour, this lip contour is meant to add a subtle, natural shadow for a fuller-looking pout.
"The wide tip and creamy formula is easy to blend, and meant to be smudged slightly outside of your natural lip line to create the appearance of fuller lips (without looking clown-ish, which is the territory I feel like most liners veer into when I over-line my lips)," production associate Audrey Ekman explains. "I keep two warm nude shades in my rotation ('Bend' and 'Twist') and can confirm they’re universally flattering — I’ve lent them to countless friends on nights out, and it looks amazing on everyone."
Most recent launch:
This viral launch has been all over my social feeds since its release, and after reviewing the under eye patches, I can understand why.
Unlike most hydrogel patches, I love that these do not slip. I was wearing them while I was prepping dinner, sweeping the floors and watching TV, and never once did they fall out of place. I felt relaxed to go about my nightly routine without worrying about my under eye patches falling. They're also incredibly hydrating and brightening; a great perk for those looking to target dark circles and puffiness.
For a buildable flush:
Before Bieber expanded into the makeup category, both associate editor Erica Marrison and I got to try the blushes before launch. "They are exactly what they claim to be: Dewy, highly pigmented, easy-to-apply and easy-to-carry — in your jeans, shirt or purse pocket," she says. "I’m such a fan," especially of shades 'Piggy' and 'Freckle' for a more natural flush. Plus, the brand says you can apply the blush on the lips for a monochromatic look.
Best skin care prep:
I cannot live without Rhode's Glazing Milk. It's the perfect first step in your regimen to prepare your skin for the rest of your routine. But, the product is amazing for adding another burst of moisture to dry skin, and can easily stand alone as a liquid moisturizer for oily skin. I attribute it all to the ceramide trio inside, which delivers hydration without being greasy.
Cure winter dryness:
"While this is advertised as a face product — and I know women who use it that way — I actually use it as a hand and elbow cream, and it's quickly become my top pick in my dopp kit," raves Marrison. "I'm very scent sensitive, so many popular hand creams don't work for me, as the fragrance gives me an instant headache. This emolient cream is fragrance-free and truly locks in the moisture, which I desperately need in Northeastern winters. I'm prone to dry cuticles and hangnails, and this keeps them at bay."
How we chose the best Rhode beauty products
When selecting the best Rhode beauty and skin care products, the Shop TODAY team based the above picks on their individual testing and review. We narrowed down our favorites based on the personal experiences of each editor and writer.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time.
