Hailey Bieber’s Rhode has quickly shifted from a celebrity-backed launch to a case study in modern skincare growth. Since its debut in 2022, the brand has leaned into a minimalist aesthetic and barrier-repair-focused formulas that resonate with Gen Z and younger millennial consumers.
Every product drop fuels scarcity and demand, with sellouts becoming part of Rhode’s playbook. This strategy, paired with Hailey’s own skincare-centered content, blurred the line between influencer culture and authentic product performance.
By May 2025, Rhode’s momentum had reached a new peak with e.l.f. Beauty acquiring the brand in a $1 billion deal, solidifying its value in both cultural and financial terms. For retail and ecommerce leaders, the key question isn’t just why Rhode is popular today but whether its growth can be sustained tomorrow.
Key Takeaways
Rhode’s performance is reflected in two key Charm indicators, with a Success Score of 99.98 and a Growth Score of 88.2. These numbers show that the brand is not only building momentum but also maintaining it over time.
The Success Score captures durable performance through factors like social engagement, reseller presence, and web traffic, while the Growth Score highlights the speed of sales and audience expansion. Taken together, they separate momentary spikes from the kind of steady gains that matter in the long run.
On social media, Rhode has built a following that underscores its influence in the skincare market. The brand counts 5 million followers on Instagram, 2 million on TikTok, and 110,000 on Facebook.
Instagram stands out in particular, Rhode’s following there grew from 3.5 million to 5 million between August 2025 and July 2026, while its TikTok audience climbed from 1.8 million to 2 million over the same period. This steady growth points to how Gen Z skincare consumers are engaging with Rhode on platforms where beauty discovery increasingly happens.
Between August 2025 and July 2026, Rhode generated $2.5 million in TikTok Shop revenue, underscoring the brand’s strength in social-driven commerce. Yet the revenue trend shows significant month-to-month swings.
December peaked with sales above $300,000, but by February monthly revenue had dipped to just over $100,000 before recovering to around $250,000 in April. This volatility suggests that while Rhode commands strong awareness and initial conversion power, maintaining buyer interest over time requires renewed engagement strategies.
A closer look at product performance highlights the role of hero items in driving sales. The Duos Tan Line + Salty Tan alone brought in $143,000 between August 2025 and July 2026, making it Rhode’s top-selling product on TikTok Shop. Its consistent appeal demonstrates how a flagship product can anchor performance, but it also signals potential risk if future launches don’t replicate this level of traction.
Rhode’s position shows to be one of the leading beauty brands with proven pull on TikTok. However, the revenue curve also illustrates the importance of sustaining growth beyond initial peaks.
Rhode’s path on TikTok has the dual reality of celebrity-led brands. The initial surge in revenue and follower growth confirms the strength of Hailey Bieber’s influence and the appeal of minimalist skincare.
Yet, the swings in monthly sales between August 2025 and July 2026 highlight a deeper truth: long-term stability requires more than viral demand. For investors and retail leaders, this makes Rhode a case study in how social-first beauty brands can balance hype with strategies for durable growth.
Charm’s dataset tracks more than 5 million DTC brands, providing metrics that separate short-lived spikes from signals of lasting value. From TikTok Shop performance to broader brand analytics, these insights give retailers, agencies, and investors the tools to make data-driven decisions.
Download the full report to see how Rhode ranks alongside other celebrity beauty brands and where it stands on growth and success.