Rhode Marketing Breakdown: How Hailey Bieber Built a Skincare Empire
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Hailey Bieber’s skincare brand, Rhode, may be a relatively new player in the beauty world, but its impact since launching in 2022 has been monumental.
With products selling out and fans raving online, it’s clear Rhode has cracked the code to building a buzzworthy brand. But what’s the real secret behind its rapid success?
In this breakdown, we’ll dive into the marketing strategies they use—and show how they’ve turned viral trends, strategic collaborations, and authentic branding into a recipe for success.
Let’s get started!
1. Leverage influencers and viral marketing
At the heart of Rhode’s success is influencer marketing, with Hailey Bieber herself as the driving force.
Long before Rhode officially launched, Bieber was already building hype by sharing her skincare routines on social media.
Bieber’s influence is particularly strong on TikTok, a platform known for setting beauty trends at lightning speed. One of her early viral videos on TikTok, featuring her signature “glazed donut skin” look, captured the attention of millions.
This early engagement didn’t just introduce her followers to her personal beauty rituals—it laid the foundation for Rhode’s authenticity. When Bieber finally debuted Rhode, her fans felt like they were already in on the secret.
Rhode’s initial product launch in June 2022 saw all Peptide Lip Treatment shades sell out within three days, with a staggering 440,000 people on the waitlist.
Hailey’s association with minimalist beauty trends, like the “vanilla girl” and “latte girl” aesthetics, further fuels Rhode’s viral success.
By aligning product launches with these trends, Rhode ensures each release is not just about a skincare product, but part of a larger cultural moment.
Bieber’s ability to spark trends means Rhode can consistently stay ahead of the curve, giving the brand an undeniable edge in the competitive beauty market.
2. Build loyalty with authentic values
One of the things that set Rhode apart is its focus on authenticity and simplicity.
In a world where consumers are increasingly conscious of the ingredients in their skincare, Rhode emphasizes clean, effective formulations. Peptides, known for their skin-firming properties, are a key ingredient in the brand’s products.
Rhode’s branding also plays into the hugely popular “clean girl aesthetic,” appealing to consumers who want products that work without being overly complicated.
It’s more than just skincare—it’s a lifestyle that speaks to minimalism, self-care, and authenticity. By sticking to these core values, Rhode has been able to cultivate a loyal customer base that really gets behind its ethos.
3. Boost visibility through strategic collaborations
Rhode’s marketing playbook includes strategic collaborations that are equal parts unexpected and genius. Take the Krispy Kreme “Strawberry Glaze” campaign, for example.
By linking a nostalgic treat with skincare, Rhode created a fun, memorable experience that resonated with consumers on multiple levels.
Another clever co-branding effort involved the “Hailey Bieber smoothie” at Erewhon, blending (pun intended) wellness with beauty in a way that feels very on-brand.
Most recently, Rhode’s collaboration with supermodel Claudia Schiffer provides another testament to the brand’s ability to create buzzworthy, high-visibility campaigns.
These partnerships keep Rhode in the cultural conversation while making the brand more accessible to different audiences.
4. Generate buzz with creative product launches
Rhode’s product launches are nothing short of masterclasses in marketing. Each new item isn’t just dropped—it’s strategically designed and positioned to create buzz, excitement, and a sense of community.
For instance, the launch of the Peptide Lip Treatment and Pocket Blush tapped into current beauty trends, generating social media chatter and fostering user engagement.
The Peptide Lip Tint, launched in September 2023, took things a step further by pairing each shade with matching food items—a playful, highly shareable concept that got people talking.
Rhode created a waitlist for their upcoming launch of the Barrier Butter collaboration with Claudia Schiffer.
5. Generate hype with pop-up shops
Rhode’s presence extends beyond the digital world. The brand has hosted several pop-up shops, providing customers with an immersive, in-person experience.
During these events, fans can interact with products, meet influencers, and engage with the Rhode community in a way that feels intimate and exciting.
For their upcoming pop-up in London, Rhode is raising the stakes by offering attendees the chance to try the highly anticipated Barrier Butter before its official launch. This sneak peek generates excitement and creates a sense of exclusivity, making customers feel like they’re part of something special.
By hosting pop-up shops, Rhode builds a deeper connection with its audience, transforming online fans into real-world advocates. The combination of exclusivity, product previews, and influencer appearances makes these events a powerful tool for generating buzz and reinforcing brand loyalty.