Explore how Hailey Bieber's Rhode Skin carved a billion-dollar niche with peptide-powered products, social media buzz, and a celebrity founder’s vision.
Hailey Beiber posing in front of Rhode Products (via Rhode skincare Ad Campaign)
Hailey Bieber has always been a paparazzi favorite, whether it’s because of her husband Justin Bieber or her wildly successful skincare brand, Rhode, launched in 2022. Rhode quickly created a buzz with its stellar performance, reaching a whopping $212 million in revenue which is no cakewalk for sure. The brand’s appeal lies not only in its clean, minimalistic, vegan, and cruelty-free skincare philosophy, but also in its marketing style that resonates strongly with younger audiences.
Much of Rhode’s sky-rocketing success can be credited to Hailey’s personal branding. Despite facing constant online hate, often tied to Justin Bieber’s past relationship with Selena Gomez, Hailey has built a loyal fanbase that admires her for her iconic fashion sense and grounded public persona. Her creativity, entrepreneurial mindset, and strong aesthetic vision have undoubtedly shaped Rhode into a standout brand in today’s beauty and skincare industry.
The YouTube video“ The Making of Rhode,” posted on Hailey Bieber’s official channel, offers an intimate look into the story behind the brand, highlighting Hailey’s passion and deep connection to her vision. She shared,“I wanted the launch to feel personal and authentic. I wanted people to understand the heart behind the brand, and I hope that comes through in everything we do.”
Hailey Bieber posing with Rhode products (Image via @rhode Instagram)
Hailey also revealed her drive to continuously elevate Rhode’s marketing with every new campaign, a commitment clearly reflected in the brand’s creative advertisements. One standout campaign featured a miniature Hailey figure alongside oversized bottles and tubes of Rhode skincare, making the products appear“larger than life,” and the campaign gained significant traction.
Similarly, when Rhode introduced the Peptide Lip Tint, each shade was inspired by and styled after a food item. This innovative approach instantly became a hot topic as the campaigns are highly Instagrammable, leading to viral moments and organic sharing. With each groundbreaking campaign, it’s evident that a strong and visionary marketing team stands firmly behind the brand’s success.
What recently brought renewed attention to the brand was Hailey Bieber’s decision to sell Rhode to e.l.f. Cosmetics for a valuation of up to $1 billion. Fans quickly voiced their concerns, questioning whether it was too soon to sell and expressing skepticism about the future integrity and quality of Rhode’s upcoming products. However, $1 billion is no small amount, and when it comes to decisions about Rhode, it’s clear that Hailey has carefully thought this through. The brand was at its peak, and with this sale, Hailey Bieber will remain as founder and chief creative officer, ensuring her vision and influence continue to drive Rhode’s innovation and presence in the market.
Many rumors and claims surrounding the sale linked it to Justin Bieber’s alleged financial difficulties and speculated marital issues, even suggesting a possible divorce. However, these assumptions appear to be unfounded. Hailey Bieber’s decision seems like a well-considered and strategic move, earning her widespread praise for her business acumen and visionary leadership. The next big milestone for Rhode is expected to be its entry into Sephora stores and expansion into new markets, marking an exciting new chapter for the brand.
Hailey Bieber holding a Peptide Lip Tint from Rhode (via Hailey Bieber's Instagram)
What we look forward to is seeing how Hailey Bieber continues to drive Rhode’s success through creativity, innovation, and strong leadership. It’s truly inspiring to watch her make significant strides and create waves in her career, overcoming significant challenges and setting examples for younger generations.
“Thank you. I couldn’t have ever imagined what the response was going to be to this brand, but I’ve been just super overwhelmed with gratitude and it’s a great feeling when people are happy.”- Hailey Beiber
