Hailey Bieber’s Rhode to the Beauty Industry
design: Finley Banks
From supermodel to skincare guru, Hailey Bieber is the newest beauty industry bigwig and here’s why.
by CHLOE RUDNICK ★ FEBRUARY 29, 2024
Rhode, the brainchild of the iconic supermodel Hailey Rhode Bieber, became one of the most talked about skincare brands when it set the internet ablaze in 2022. Its initial release featured a carefully curated trio of essentials: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment, which quickly grew in popularity. In just three days, all products completely sold out while, simultaneously, a waitlist of 440,000 was built. Bieber has done something most A-list celebrities have been unable to: create a successful beauty line that thrives as much as their success. The question lingering on everyone’s glazed lips is, what’s the secret behind this extraordinary success? Here’s an inside look into Ms. Bieber’s brand.
“One of everything really good”
With this slogan in mind, her goal was to create products that could double as a skincare routine or fit individually into your predetermined one. Hailey isn’t blind to the fact that she’s a model, not a scientist, so she brought in a skincare team consisting of a dermatologist, cosmetic chemist, etc. All products are vegan and cruelty-free, with affordability being the key. With prices ranging from $16 to $29, without a doubt, Bieber has made accessible, high-quality products that won’t hurt your pockets or your skin.
“Glazed Donut” Skin
If you’re not going to bed and waking up looking like a glazed donut, you’re doing something wrong, and Hailey gets that. There's a difference between greasy and glowy and that’s what we call glazed skin. To hydrate the skin while protecting its barrier, here are some spark notes on Rhode’s main ingredient list: Peptides, Hyaluronic Acid, and Glycerin; in other words, hydration, hydration, hydration. These three ingredients keep your skin plump by boosting collagen production, something the brand prides itself on. These ingredients were considered when creating one of the brand's newer products, Glazing Milk. Not only is this Hailey’s favorite Rhode creation, but it is also one she can’t live without. So, next time you find yourself midnight snacking, make sure you feed your skin too. How about some milk with that cookie?
Marketing Mastermind
If you thought her creative direction ended with the products themselves, guess again. The marketing strategies that Hailey and her team have used to gain attention for her brand have become almost as popular as the products themselves. We’re sure you’ve seen the marketing on your For You page. One of the most notable partnerships is with Erewhon for her trademarked Strawberry Glaze Skin Smoothie. In collaboration with Krispy Kreme, they partnered up to release a limited edition Strawberry Glazed Donut to go hand in hand with the release of her limited edition Peptide Glazing Treatment. And taking on the world, of course, is the Glazed Donut nail trend on TikTok, combining the OPI gel color Bubble Bath or Funny Bunny, with a shimmery chrome powder on top.
Lip Treatment for the Rhode
Let's be honest, the star of the show is the Lip Treatment. You’ve seen it all over socials, watched it sell out numerous times, and questioned… is it worth the hype? It is the only flavored product they sell, initially dropping in Vanilla, Salted Caramel, Watermelon, and of course, a Rhode classic, unscented. Last year, a new line of Peptide Lip Tints dropped, with four colors, including Ribbon, which is a soft pink, Raspberry Jelly, a plum-like red, Toast, a beige base with undertones of peach, and Espresso, a dark brown. And, of course, selling out in under two minutes, a Y2K-inspired tinted pink Jelly Bean flavor in honor of her birthday. So, with such a successful product, what’s the next move? Obviously, it’s to sell a phone case that holds it, duh. After teasing the accessory on her socials, Bieber debuted the product on Superbowl Sunday, making it the focal point of her outfit. It is the perfect solution to prevent the worst-case scenario for a girl: forgetting or losing a beloved lip product.
It-Girl, It-Brand
Presenting itself as a luxury brand, with its matte gray packaging and sleek minimalistic aesthetic, getting a package from Rhode is quite the excitement. Whether you’re on the other side of the screen watching influencers unbox theirs or you’re the one doing the unboxing, receiving a package from Rhode in the mail feels like Christmas morning. Whether you want to pack your skin with peptides, look like your favorite glazed guilty pleasure, or have a perfect glossy finish on your lips, Hailey Bieber’s skincare line is the Rhode to take.