America's Most Trusted D2C Brands 2026 › Rhode
#10 of 100 – Beauty & Personal Care

Rhode

Skincare and makeup brand known for peptide lip treatments and glazing serums, launched online in 2022 and sold mainly through its own website until Sephora joined in September 2025.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 80/100
Rhode ranked #10 in America's Most Trusted D2C Brands 2026 by WCRC
Trust Score82.70out of 100
US D2C rank#10 of 100
HeadquartersBeverly Hills, CA
Founded2022
Latest revenue$390M net sales (e.l.f. fiscal 2026, year ended Mar 31, 2026, up 80%), per e.l.f. CEO Tarang Amin
Trust pillar80/100

The Rhode story

Rhode was founded in 2022 by Hailey Bieber, Michael D. Ratner and Lauren Ratner and is owned today by e.l.f. Beauty, Inc. (public, NYSE: ELF); acquisition announced May 2025, completed August 2025. It is one of 1 Beauty & Personal Care brands in this year's ranking, where it places #1.

Why people trust Rhode

It keeps a short, focused product line at mid-range prices and is closely tied to its founder Hailey Bieber.

The watch-out

Its appeal depends heavily on one celebrity founder, and it became a top brand at Sephora North America within months, shifting it away from a purely direct model.

Why Rhode ranks #10

Strongest of the four trust-led pillars

Brand Positioning, scored 88 out of 100.

Room to grow

Consumer Trust & Sentiment, scored 80 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Rhode scores 82.70 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
80
Brand Recall (18%)
84
Brand Positioning (15%)
88
Brand Love (15%)
86
Product, Innovation & Delivery (10%)
82
Digital & Financial Soundness (6%)
80
Governance & ESG (4%)
72

Versus its nearest rivals

8Build-A-Bear WorkshopPets · 83.909EtsyMarketplaces · 82.8110RhodeBeauty · 82.7011FIGSFashion · 81.0412VenmoFinancial Services · 81.04

Questions people ask

What rank is Rhode in WCRC's America's Most Trusted D2C Brands 2026?

Rhode ranks #10 of 100 in WCRC's America's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 82.70 out of 100.

Why is Rhode trusted?

It keeps a short, focused product line at mid-range prices and is closely tied to its founder Hailey Bieber.

What is Rhode's revenue?

$390M net sales (e.l.f. fiscal 2026, year ended Mar 31, 2026, up 80%), per e.l.f. CEO Tarang Amin, as per the company's filed accounts or published results.

Who owns Rhode?

Rhode is owned by e.l.f. Beauty, Inc. (public, NYSE: ELF); acquisition announced May 2025, completed August 2025. It was founded in 2022 and is based in Beverly Hills, CA.

What is Rhode's biggest challenge?

Its appeal depends heavily on one celebrity founder, and it became a top brand at Sephora North America within months, shifting it away from a purely direct model.

Key facts

BrandRhode
Company / ownere.l.f. Beauty, Inc. (public, NYSE: ELF); acquisition announced May 2025, completed August 2025
HeadquartersBeverly Hills, CA
Founded2022
Founder(s)Hailey Bieber, Michael D. Ratner and Lauren Ratner
Latest revenue$390M net sales (e.l.f. fiscal 2026, year ended Mar 31, 2026, up 80%), per e.l.f. CEO Tarang Amin, as stated by the company
SectorBeauty & Personal Care
Country of originUnited States

Sources

  • Revenue figure published by the company in its own announcements
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.