Hailey Bieber's Rhode Launches Peptide Eye Patches on October 9
Hailey Bieber's Rhode brand is set to launch its latest product, Peptide Eye Prep, on October 9. The eye patches, priced at $25, are designed to depuff, brighten, and target dark circles and fine lines under the eyes. This follows the brand's successful retail debut at Sephora on September 4, which was the biggest launch in North America for the retailer.
Rhode's entry into Sephora saw remarkable success, surpassing the previous record-holder by 2.5 times. On launch day, the brand made up 35 percent of Sephora North America's online sales and totaled $10 million in retail sales in the first two days. The eye patches contain a coffee bean-derived antioxidant, sodium PCA, glycerin, and a terapeptide, promising a refreshing and rejuvenating effect.
Founded by Hailey Bieber, Rhode has experienced significant growth. In just four months, the brand has released three new products, including the Lemontini Peptide Lip Treatment and the Glazing Mist, in addition to the Peptide Eye Prep. This rapid expansion has culminated in a major milestone for the brand in 2025, with e.l.f. Beauty acquiring Rhode in a billion-dollar deal. The acquisition was completed before September 19, 2025.
Rhode's Peptide Eye Prep, launching on October 9, follows the brand's record-breaking debut at Sephora. With its caffeine-infused formula and the brand's impressive growth, including a billion-dollar acquisition, Rhode continues to make waves in the beauty industry.
