Rhode grew on few products, each launched like a drop.
Hailey Bieber’s brand sold only on rhodeskin.com until Sephora in 2025. Its summer 2026 launch drew 700,000+ waitlist sign-ups and $27M in one day. e.l.f. Beauty owns it now.
BLOOM10X did not work with Rhode. This breakdown uses public sources only, linked below.
- 2022Launches on rhodeskin.com only
- Sep 2023Peptide Lip Tints, its first color product
- Feb 2024The Lip Case puts the lip balm on your phone
- May 2025e.l.f. agrees to pay up to $1B
- Fall 2025Sephora in North America and the UK
- 2026700,000+ waitlist, $27M in one day
A launch day worth $27M.
Summer 2026 launch
Every price under $45
Five plays behind the growth.
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Make one of everything
The homepage reads “Edited, efficacious, intentional.” Bieber’s note on the about page promises “one of everything really good” (rhodeskin.com). With that short range it sold $212M in a year from one website (e.l.f., May 2025).
Copy this: launch one hero product at a time and give each its own moment, not a catalog drop. Creative →
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Build the waitlist before the launch
The summer 2026 collection had Rhode’s largest waitlist, over 700,000 sign-ups, and did $27M in DTC sales in a day. 90,000 buyers were new; more than 70% of sales came from existing customers (Forbes, Sep 2026). Sold-out pages swap the buy button for “Join the Waitlist”.
Copy this: collect emails and texts for a dated launch, then sell to that list first. Retention →
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Turn the product into an accessory
The Lip Case (February 2024) holds a lip treatment on the back of a phone, and a September 2026 blush hangs from a bag charm (Forbes). The $38 case fits 13 iPhone models and takes 10% off a lip product bought with it (rhodeskin.com).
Copy this: find the add-on that makes your hero visible in public and price it as a pair. Raise AOV →
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Surround sound, a few times a year
Cofounder Lauren Ratner calls it “surround sound”: gifting totes for creators, yellow shipping boxes, a beach club in Mallorca, an R-shaped kiosk touring five cities. Rhode was the No. 1 US skincare brand by earned media value in 2025, up 68% (Forbes, citing CreatorIQ).
Copy this: pick three or four launch moments a year and seed creators for each one, instead of posting at the same level every week. Creator seeding →
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Take retail once demand is proven
Rhode stayed on its own site until Sephora in North America and the UK (e.l.f.). Less than a year later it was Sephora’s bestselling brand in the US, Canada and UK, and it has announced 19 European countries (Forbes, citing The Business of Fashion).
Copy this: go to retail with your own sell-through data, and check the margin after the retailer’s cut first. Margin calculator →
“You can’t do it every month.”
A $20 product page that sells the routine.
- 1Third-party proof firstAn Allure Best of Beauty 2022 badge beside the name.
- 2A big review count4.5 stars from 17,819 reviews on a $20 product.
- 3Flavors, not shadesFive scents, from rhode vanilla to watermelon slice: a reason to own more than one.
- 4Price on the button“BUY LIP TREATMENT - $20.00”, then Afterpay at four payments of $5.00.
- 5Scarcity in small print“Limit 10 per customer” under the button.
- 6The routine as the upsellLip shape $24, glazing milk $32, lip case $38, each a checkbox. Free US shipping starts at $45.
59 ads, each named after one product.
“the peptide lip tints”
Four words, a product stack and a Sign Up button instead of Shop Now. The ad collects people for the next drop.
Runs on Facebook and Instagram, with several versions.
“meet rhode … developed by hailey rhode bieber”
Sorted by impressions, the two top ads started Sep 2, 2026, run on Instagram only, and pair this line with a close-up of the founder.
The famous face does the introducing; the product pages do the selling.
“glazing milk”, “pocket blush”, “highlight milk”
Most headlines in the newest ads are a lowercase product name, as on the site. The newest, “glazing milk”, started Nov 10, 2026.
Each ad points to a single product, the same way each launch does.
Active US ads on the rhode page, Meta Ad Library, Nov 10, 2026. Ads showing the founder’s face are described, not shown.
How the sign-up ad is built.
- 1Brand page, not a creatorRuns from the rhode page with its own logo.
- 2No claim in the copyJust the product name and a bow emoji.
- 3The product as the imageA stack of tints in shades, no model and no text.
- 4One-line positioning“peptide lip tint, the tinted lip layer.”
- 5A list, not a saleSign Up builds the waitlist that the next launch sells to.
Our wireframe of ad 1068553452700588 in the Meta Ad Library, seen Nov 10, 2026. Not a copy of the ad.
Two Rhode videos.
“At rhode, our philosophy is to make one of everything really good.”
Read it with three caveats.
- The founder bought the first audience. Ratner says a famous face brings the launch; the product brings people back.
- Waitlists need demand first. 700,000 sign-ups came four years in. A new brand’s waitlist starts at its email list.
- A public parent. Rhode has been part of e.l.f. Beauty since 2025. The five-city kiosk tour came after the deal.
- What we’d change: one $20 product sits $25 under free shipping. We’d test the lip case pair as the default choice on the lip page.
Seven moves for a $1M–$10M brand.
- Run a waitlist with a launch date for your next product. Retention
- Seed creators before each launch, not after. Creator seeding
- Plan enough ads per launch to test the product name as the hook. Creative volume calculator
- Sell an add-on as a pair at a small discount. Raise AOV
- Set free shipping just above your hero plus one add-on. Conversion
- Work out what a repeat buyer is worth before you chase new ones. LTV calculator
- Check the margin left after a retailer’s cut. Margin calculator
Where every number comes from.
- “e.l.f. Beauty Announces Definitive Agreement to Acquire rhode in $1 Billion Deal,” e.l.f. Beauty press release, May 28, 2025. investor.elfbeauty.com
- “e.l.f. Beauty Announces Second Quarter Fiscal 2026 Results,” e.l.f. Beauty press release, Nov 5, 2025 (record launch at Sephora North America; acquisition cash paid in the six months to Sep 30, 2025). investor.elfbeauty.com
- Karin Eldor, “Inside Rhode’s Brand-Building Playbook With Cofounder Lauren Ratner,” Forbes, Sep 9, 2026 (waitlist, launch-day sales, Lip Case, CreatorIQ and Business of Fashion figures). forbes.com
- Rhode, homepage, about page, peptide lip treatment and lip case product pages, viewed on mobile Nov 10, 2026. rhodeskin.com/products/peptide-lip-treatment-rhode-vanilla and rhodeskin.com/products/lip-case
- Meta Ad Library, active US ads for the rhode page, viewed Nov 10, 2026. facebook.com/ads/library
- Rhode, official YouTube channel (@rhode), videos dated Sep 23 and Oct 7, 2025. youtube.com/@rhode
