Peptide Eye Prep

Rhode's first category expansion beyond its 4-product core range under e.l.f. Beauty ownership. Cooling hydrogel eye patches with caffeine, a tetrapeptide (targets fine lines), sodium PCA, and glycerin — designed to depuff, brighten, and reduce dark circles. Trial: 100% of participants agreed under-eyes looked more hydrated after two weeks; 94% saw a reduction in dark circles. A Banana Peel limited edition launched April 2026 as a Justin Bieber collaboration, validating the e.l.f. acquisition thesis: scaling a founder brand that previously confined itself to a deliberately limited SKU count. $43 for six sets of patches. Cleanwashing watch: single-use hydrogel patches are inherently non-recyclable and Rhode has not published an end-of-life programme for this SKU — no direct greenwashing in claims, but a positioning gap.