Rhode Less Traveled: How Hailey Bieber Is Winning the Beauty Race

*not sponsored, just a fan*

Hailey Bieber’s Rhode isn’t just another celebrity beauty brand—it’s a marketing case study on how to do it right. Launched in June 2022 with a laser-focused approach, Rhode entered a market already saturated with celebrity beauty ventures and still managed to carve out a significant niche. While other brands, tied to arguably bigger names, struggled to find footing (think Lady Gaga’s Haus Labs and Ariana Grande’s r.e.m. beauty), Rhode quickly cemented itself as a player in the skincare world. So what made Rhode rise where others faltered? Let’s unpack the strategy and alchemy behind it's meteoric glow-up...

Less is More: The Slow Burn Approach

Unlike the sprawling product launches of her contemporaries, Hailey Bieber debuted Rhode with a limited capsule collection of just three products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. This decision wasn’t due to financial limitations—it was solid strategy. By emphasizing high-quality formulations with a clear purpose, Rhode stood out in a sea of overwhelming product ranges that often leave consumers questioning what to try first, if at all.

This entry to market also allowed Rhode to control its narrative. With fewer SKUs, the brand could channel resources into perfecting those products and ensuring a seamless launch. Consumers interpreted this restraint as a sign of quality and thoughtfulness—a stark contrast to the rush to market perception that has plagued some other celebrity lines.

The Power of Sensory Marketing: Selling a Feeling Online

Rhode excels in creating an aspirational sensory experience, even in the current absence of in-person touch-points. Bieber’s campaigns heavily lean into conveying textures, scents, and feelings—using visuals of glazed, dewy skin and minimalist tactile packaging to evoke luxury and intimacy.

Her marketing taps into the consumer’s desire to experience products beyond the screen. By focusing on imagery that suggests the feel and effect of Rhode’s products, Hailey bridges the gap for online shoppers who can’t try before they buy. In an increasingly digital-first beauty industry, sensory storytelling is essential.

Glazed and Confused: How Memes Made Rhode Unforgettable

In the hierarchy of celebrity backed beauty brands, Rihanna holds the undisputed throne with her juggernaut Fenty. Even so, no other line, Fenty included, can hold a candle to the virality surrounding Rhode in the last 2 years since it's launch. Hailey Bieber certainly carries a famous last name, but that alone will only get you so far. She is undeniably beautiful, but again, a pretty face is not enough to solidify her ranking amongst the competition. Above all, Hailey is an influencer who knows how to capitalize on the moment—the genius of Rhode’s marketing is deeply rooted in internet culture.

Let’s address the elephant—or rather, the hoodie—in the room. August 23rd, 2023, a series of photos sparked a media frenzy, but not for reasons you’d expect. On one hand, you have Hailey, flawlessly styled in a striking red mini dress to coincide with the launch of her strawberry glazed-donut lip peptide. On the other, Justin, seemingly emerging from a Netflix binge, sporting Crocs, gym shorts, and a hoodie cinched up like he’s dodging a paparazzi ambush. More than a mismatch— this felt like guerrilla marketing by way of the worst dressed list.

What followed was nothing short of a PR windfall for Rhode. Every major legacy media outlet covered the odd couple nature of their attire, while user generated memes flooded social media. Sure, press was speculative and critical of Justin's ensemble, but it didn't matter, everyone was talking about Rhode. With a visual juxtaposition this impossible to ignore, I suspect Justin may have been in on the joke.

By leaning into meme culture, this moment perfectly captured the essence of modern brand promotion: let the internet do the heavy lifting. The absurdity of the image created a ripple effect that translated into Rhode being the focal point of countless conversations, proving that even an ill-matched outfit can be a genius marketing strategy when deployed correctly.

Whether this sartorial pairing was premeditated or a happy accident we may never know, but one thing is certain, it was very effective. Rhode continues to capitalize on meme culture as a low-cost, high-reward marketing tactic. While this approach could only work for a household name founder, there are many such players in the lifestyle brand category and very few that can successfully execute.

Strategic Merch: Products That Market Themselves

One of the quiet geniuses behind Rhode’s marketing strategy lies in its approach to product design—specifically, the kind that demands to be photographed. Take, for instance, Hailey Bieber’s lip gloss phone case. It’s not just a functional product; it’s a conversation starter, a flex, and an aesthetic accessory all rolled into one. By combining utility with visual appeal, Rhode transformed an everyday object into a subtle yet powerful billboard for the brand.

This kind of merch doesn’t just sell—it markets itself. The phone case, complete with the signature Rhode branding, is designed to be seen. Users snapping mirror selfies, doing unboxings, or simply using the product naturally broadcast the brand to their followers without any paid ads required. It’s the perfect example of organic marketing in action.

The brilliance here is that Hailey and the Rhode team didn’t just think about functionality—they considered how the product would exist in the wild, in an ecosystem driven by aesthetics and viral moments. When someone reaches for their phone to capture a story or TikTok, Rhode’s branding is right there in the frame, subtly but effectively reminding viewers of the brand. It’s marketing without the obvious pitch, leveraging the power of user-generated content to fuel engagement and awareness.

This tactic isn’t just clever; it’s data and impressions driven. Whether it’s a phone case, a branded beauty bag, or another chic accessory, Rhode’s merch strategy ensures that the brand remains top-of-mind and top-of-feed. It’s proof that in the digital age, the best marketing tool isn’t an ad—it’s a product designed to become part of the story.

The Social Proof Effect

While Hailey Bieber’s star power undoubtedly sparked initial curiosity around Rhode, the brand’s ability to sustain interest lies in the quality of its offerings. Modern consumers are increasingly discerning, relying on peer reviews, ingredient lists, and authentic testimonials over celebrity endorsements alone. With glowing reviews flooding social media platforms and product ratings consistently climbing, Rhode has positioned itself as a beauty brand that delivers on its promises. The line was intentional about building credibility through endorsements from dermatologists, beauty influencers, and everyday users. This isn’t just skincare with a celebrity face—it’s skincare with substance.

In today’s beauty landscape, where the next “must-have” product emerges every week, quality and user trust are the ultimate currency. The glazing milk (personal fave), peptide lip treatment, and pocket blushes have quickly found a permanent spot in my own routine—not because Hailey Bieber made them, but because they work. This highlights an essential truth: a celebrity endorsement may drive the first purchase, but a genuinely effective product is what keeps consumers coming back. New brands in the cosmetic space must meet the hype to survive.

Slow and Steady Wins the Beauty Race

Rhode is poised for long-term success if it continues to build cautiously. Over-expansion, whether through too many products or hasty forays into new categories, could dilute its core identity. However, if Hailey continues to prioritize quality, storytelling, and intentionality, Rhode could evolve into one of the most respected brands in the celebrity beauty sphere.

Given the ethos surrounding the existing line, creating innovative SPF products or ingredient driven body care would feel like a synergistic next step. The real test will be maintaining balance as the brand grows—because in an industry that’s often about excess, Rhode’s restraint is its greatest strength.