Rhode expands into new category under E.l.f. Beauty ownership
Hailey Bieber’s Rhode has launched Peptide Eye Prep, marking its first expansion into a new category since being acquired by E.l.f. Beauty earlier this year in a $1 billion (£740 million) deal.
The new cooling hydrogel eye patches signal the next phase of growth for the minimalist skincare brand, known for viral hits such as the Lip Peptide Treatment and Glazing Milk. Rhode’s latest innovation introduces it to the eye-care category, broadening its core offering while staying true to Rhode form. It’s as functional, minimalist and glossy as the founder’s signature glazed complexion.
Formulated with caffeine, tetrapeptide, sodium PCA and glycerin, Peptide Eye Prep (£47) promises to depuff, brighten and hydrate the under-eye area while targeting fine lines and dark circles. Think of it as the easiest hack to faking eight hours of sleep. The bean-shaped design hugs the under-eye area (no slippage mid-scroll) and offers a refreshing cooling effect - no fridge required.
In consumer trials, 100% of participants agreed their under-eyes looked plumper and more hydrated after two weeks, while 94% saw a reduction in dark circles. Like all Rhode products, the patches are cruelty-free, vegan, fragrance-free and dermatologist-tested.
The move marks Rhode’s expansion beyond skincare basics into targeted treatments, signalling a new phase of product innovation since its blockbuster acquisition. The landmark deal comprised of $800 million in cash and stock, with a further $200 million in potential earnouts. It also underscores E.l.f. Beauty’s ambition to grow its prestige portfolio, which already includes Naturium and Keys Soulcare, while keeping Rhode’s DNA - glossy, clean, clinically backed - intact.
With Hailey Bieber remaining as Chief Creative Officer and Head of Innovation, backed by E.l.f.’s resources and retail muscle, Rhode’s mission to bring the ‘glazed’ lifestyle global looks firmly on track.
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