Rhode skin, the skincare line developed by Hailey Rhode Bieber, has the celebrity sparkle that keeps it in the spotlight. And with the company’s acquisition by e.l.f. Beauty and impending availability in Sephora stores on September 4th, it only makes sense to explore what sets rhode users—currently 15% of those aware of the brand–apart from the rest. 

On the surface, it’s clear that interest skews younger–Gen Z is the most likely to have used the skincare products, yet interest is nearly equal among each income group. Keep reading to learn more about those who use rhode products.

Where they shop: Nearly a quarter of those who use rhode beauty products report shopping at Sephora in the last 3 months–a good sign for the upcoming Sephora release. Rhode users also demonstrate a preference for Sephora over Ulta, outpacing Ulta shoppers by four percentage points.  

Fine Dining: Rhode skin fans are over 7 times more likely to eat at upscale restaurants ‘once a week or more.’  

Cable in Question: Rhode skin users are more than 3x as likely to switch their cable provider in the next 90 days.  

Public Transportation: Over one-half of rode skin fans (54%) use public transportation once a week or more, outpacing all others by at least 20 percentage points. 

The Cost of Inflation: Those who use rhode beauty products are the most likely to say they are buying the same as before, but it’s costing them more due to increased prices.

Restaurant Reviews: Rhode skin fans are more than three times as likely as all others to use online review services such as Yelp at least once a week or more. 

Clearly, rhode skin attracts a unique crowd–one that exhibits unique behaviors–both in the skincare aisle and out in the world.