Hailey Bieber’s Rhode Beauty Is Shaking Up the Skincare World — And e.l.f. Cosmetics Might Just Be Her Biggest Competition
In the ever-evolving world of beauty, few names are creating as much buzz as Hailey Bieber and her skincare brand, Rhode Beauty. From viral lip treatments to minimal, glowy skin routines, the brand has become a cult favourite on TikTok and Instagram. But as Rhode rises, e.l.f. Cosmetics—a longtime drugstore darling—is proving that affordable beauty can still win hearts (and carts).
Let’s explore how these two brands are making waves, how Hailey Bieber’s name drives the Rhode empire, and what this all means for your next trip to the beauty aisle.
Hailey Bieber’s Net Worth & the Rise of Rhode Beauty
At just 28 years old, Hailey Bieber is not only a style icon but also a sharp businesswoman. Her net worth is estimated to be around $20 million USD, with a growing portion now tied to Rhode Beauty, which launched in 2022.
Rhode’s tagline, “One of everything, really good”, captures its minimalist vibe. The product line focuses on a small but powerful collection—like the Peptide Lip Treatment and Glazing Milk—which regularly sell out.
Looking for skincare trends? Check out our guide to 2025’s top clean beauty brands.
Why Everyone’s Talking About Rhode
Rhode’s success comes from more than Hailey’s fame. It’s smart branding, high-quality ingredients, and a strong focus on hydration and simplicity.
On platforms like TikTok, “#RhodeSkin” has over 900 million views, showing just how viral Hailey’s vision has gone. And with her glowing complexion as the brand’s unofficial mascot, it’s no wonder shoppers are adding everything to cart.
The e.l.f. Cosmetics Effect: Affordable, Accessible, and Viral
While Rhode is gaining momentum, e.l.f. (Eyes. Lips. Face.) Cosmetics isn’t sitting quietly. Known for budget-friendly yet effective makeup and skincare, e.l.f. is a viral beauty brand in its own right.
Their products—like the Power Grip Primer and Halo Glow Liquid Filter—are frequent dupes for high-end items, winning over Gen Z and millennial shoppers alike. In fact, Business Insider recently reported that e.l.f. saw a 76% growth in revenue thanks to its social-first marketing.
Want to discover budget beauty must-haves? Don’t miss our Top 10 Affordable Makeup Picks Under $20.
Rhode vs. e.l.f.: What’s the Real Difference?
| Feature | Rhode Beauty | e.l.f. Cosmetics |
|---|---|---|
| Price Range | $16–$30 USD | $3–$14 USD |
| Product Focus | Skincare | Makeup & Skincare |
| Brand Identity | Minimal, luxe, influencer-led | Bold, accessible, playful |
| Viral Hero Product | Peptide Lip Treatment | Halo Glow Filter |
| Target Audience | Millennials, Gen Z (luxury) | Gen Z, Millennials (budget) |
Rhode offers skin-first luxury, while e.l.f. stands out with playful, affordable beauty. It’s less about rivalry and more about options—and in today’s beauty world, that’s a win for everyone.
Why This Matters: A New Era of Celebrity Beauty
Hailey Bieber’s Rhode isn’t just another celebrity brand—it’s part of a bigger shift where stars are building real, sustainable businesses. Like Rihanna’s Fenty Beauty or Selena Gomez’s Rare Beauty, Rhode has purpose and vision, not just a pretty face.
But brands like e.l.f. remind us that you don’t need a big budget to glow. This is what makes beauty today so exciting—access, inclusivity, and inspiration from every angle.
Final Thoughts: What to Watch in 2025
Whether you’re team Rhode or team e.l.f., one thing is clear: skincare and beauty are no longer one-size-fits-all. Consumers want authenticity, performance, and transparency—and these brands are answering that call in very different, but effective, ways.
So next time you scroll past a glowing Hailey selfie or a viral e.l.f. TikTok hack, take a second look. The future of beauty is being shaped in real time—and we’re all invited.
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