Hailey Bieber's beauty brand Rhode is facing 'shrinkflation' criticism after an Australian shopper compared two bottles of its Glazing Milk and found 23 per cent less product for the same price. TikTok creator Taylor Delle Coste said the mini facial essence she bought in February contained 65ml, while her replacement held just 50ml. Both, she said, cost A$35 (approximately £18.34).
The 15ml difference has prompted renewed questions about how much shoppers are getting for their money. Rhode's current Australian retail listing confirms a 50ml bottle priced at A$35, although the earlier price and size comparison comes from Delle Coste's account. The criticism has also reached beyond Australia, where Rhode's skincare and makeup have built a following around Bieber's signature glazed-skin look.
Why Is Rhode Facing Shrinkflation Criticism?
In her TikTok comparison, Delle Coste showed the older and newer bottles and questioned why the smaller version had not become cheaper. She urged the brand to lower the price or restore the original quantity. Her complaint centres on a straightforward calculation: 15ml removed from a 65ml bottle equals a reduction of approximately 23.1 percent.
The debate did not begin with her video. Shoppers were already discussing the smaller bottle in April 2026, while an August discussion on Reddit's Sephora community saw one user write, 'Nearly 23% decrease in size on the mini'. Other commenters discussed alternatives to Rhode's milky toner, showing that concerns about the smaller bottle had already been circulating before the latest TikTok comparison.
Glazing Milk is marketed as a hydrating ceramide facial essence designed to prepare skin for skincare and makeup. Rhode lists ceramides, vitamin E and other moisturising ingredients among its components. The complaint concerns the quantity sold, not evidence that the formula has changed or that the product itself is unsafe.
Smaller Glazing Milk Costs 30% More per Millilitre
At A$35 (£18.34), a 65ml bottle works out to roughly A$0.54 per millilitre, compared with A$0.70 for 50ml. That makes the price per millilitre about 30 per cent higher, assuming the two bottles really did sell for the same amount. The shelf price may look unchanged, but the value calculation is different.
The current mini is not exclusive to Australia. Rhode's UK website and Sephora UK list the 50ml Glazing Milk at £20, while the 124ml standard bottle is priced at £32. Those British listings establish the current sizes and prices, not whether a previous UK mini was sold at the same price.
Rhode's Previous Explanation for Product Size Changes
Rhode has previously acknowledged changes to its skincare sizing. In a June 2025 product update about its full-size Glazing Milk and Barrier Butter products, Rhode cited rising supply chain costs, saying 'we sometimes have to adjust our product sizing, packaging, and pricing in response to rising costs'.. That statement cited global supply chain pressures, but did not specifically explain the mini bottle comparison now attracting criticism.
The brand was acquired by e.l.f. Beauty on 5 August 2025, after the agreement was announced in May. Bieber, who founded Rhode in 2022, retained her role as chief creative officer and head of innovation. There is no verified evidence that the acquisition caused the mini Glazing Milk reduction, despite speculation about corporate ownership online.
For now, Delle Coste's comparison has put the focus back on a detail shoppers can check themselves: the volume printed on the bottle. Rhode's current listings clearly show 50ml, but the latest criticism asks why less product should command the same price. No specific public response to Delle Coste's complaint was identified by Fashion Times at the time of writing.
