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 reached $1.2M in TikTok Shop revenue in the first half of 2025, led by the Glazing Milk as its top-selling product.
- Monthly revenue declined from $325K in January to $120K in June, showing the challenge of sustaining momentum.
- Charm Growth Score (77.03) and Success Score (79.64) highlight Rhode’s balance of rapid expansion and durable performance.
- Social reach surged, with TikTok followers doubling year-over-year, confirming Rhode’s pull among Gen Z skincare consumers.
Rhode by Hailey Bieber: Growth, Success and Social Reach
Rhode’s performance is reflected in two key Charm indicators, with a Success Score of 79.64 and a Growth Score of 77.03. 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 3.37 million followers on Instagram, 1.6 million on TikTok, and 51,000 on Facebook.
TikTok stands out in particular, Rhode’s following there more than doubled between June 2024 and June 2025, climbing from 787,000 to 1.6 million. This rapid growth points to how Gen Z skincare consumers are engaging with Rhode on platforms where beauty discovery increasingly happens.
Revenue performance adds another layer to the picture. Charm data places Rhode’s estimated annual revenue in the range of $25 million to $50 million. By consistently converting social visibility into meaningful revenue, Rhode has proven that it holds lasting business value rather than being just another viral moment.
Rhode’s TikTok Shop Sales Performance
In the first half of 2025, Rhode generated $1.2 million in TikTok Shop revenue, underscoring the brand’s strength in social-driven commerce. Yet the revenue trend shows a gradual slowdown.
January opened with sales above $325,000, but by June monthly revenue had dipped to just over $120,000. This decline 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 Glazing Milk alone brought in nearly $275,000 between January and June, representing a sizable share of Rhode’s TikTok Shop revenue. 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.
Charm’s View on Rhode’s TikTok Success
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 decline in monthly sales across the first half of 2025 highlights 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.
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