There are undoubtedly many celebrity beauty brands these days. Some would even say, too many. But Rhode, founded by supermodel, businesswoman and social media darling Hailey Bieber, has made a name for itself in record time. Hailey is the daughter of actor Stephen Baldwin (the youngest of the famous Baldwin brothers) and graphic designer Kennya Deodato Baldwin, whose father is Brazilian musician Eumir Deodato. Hailey’s early career kicked off in 2014 when she signed with Ford Models. She was quickly scoring jobs with brands like French Connection and Topshop and her face was popping up in magazines like Tatler and Vogue. She walked runways for designers such as Tommy Hilfiger, Dolce & Gabbana, and Moschino. Later she shifted focus from runway modeling to other ventures.
Known for its minimalist approach to skincare and its focus on achieving the coveted “glazed donut” look, Rhode has created a lot of buzz since its launch in June 2022. But what exactly makes Rhode stand out in a saturated market? Hailey Bieber’s journey from model to beauty mogul is the foundation of Rhode’s product lineup and the central theme in the brand’s success story.
The brand has received multiple awards, including the ‘Skin Essential’ for the Rhode Lip Case at ELLE’s 2024 Future of Beauty Awards. It also won ‘The Best Beauty Innovators of 2024′ and awards for Best Blush and Best Lip Gloss at the 2024 Glamour Beauty & Wellness Awards. But before we go any further, first let’s take a look at the background story.
The Genesis of Rhode
Hailey Bieber’s personal journey with skincare has been a key driver behind the creation of Rhode. She is known for her dewy, flawless complexion. And Bieber frequently shared skincare tips and routines with her social media followers long before launching her brand. She often spoke about her own struggles with sensitive, acne-prone skin. That led her to become more particular with the products she used. Her goal with Rhode was to create an accessible, minimalist skincare brand that delivers maximum results with minimal effort. A brand born out of personal struggles and experience. It resonated with everyone.
Bieber’s vision for Rhode is simple. “One of everything really good”. Rather than overwhelming consumers with a plethora of products, Rhode offers a tightly curated selection of skincare essentials. It targets general skin health and hydration. The brand’s tagline, “dewy, delicious skin,” perfectly captures that spirit. Rhode is all about achieving that fresh, hydrated glow that’s become synonymous with Bieber’s own beauty aesthetic. The epitome of a celebrity skincare brand.
The initial product lineup launched with just three products. The Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. Each product is formulated with a blend of active ingredients designed to nourish the skin while supporting its natural barrier. This minimalist approach set Rhode apart from other celebrity beauty brands, which often debut with a wide array of products. It established it as a brand based in simplicity.
Product Line Deep Dive
Peptide Glazing Fluid
The Peptide Glazing Fluid quickly became the hero product of the Rhode lineup. It is promising the much-talked-about “glazed donut” skin effect. A radiant, dewy complexion that looks fresh and moisturized. The product is a lightweight gel serum designed to hydrate, plump, and smooth the skin. It is responsible for giving you that luminous glow Bieber is famous for.
One of the standout features of the Peptide Glazing Fluid is its inclusion of peptides. Known for their ability to stimulate collagen production and strengthen the skin’s barrier, they are one of the latest discoveries in skincare with the most promise. Other key ingredients include hyaluronic acid, for intense hydrating, and niacinamide, which helps brighten the skin and improve texture. The combination of these ingredients works to create an immediate glow. But the real magic happens with regular use, as the formula works to improve skin health over time.
User feedback has been overwhelmingly positive. Many like its lightweight texture and instant hydrating effect. It layers beautifully under makeup, making it a go-to for anyone seeking a radiant base. On platforms like TikTok, the hashtag #glazeddonutskin has become synonymous with Rhode.
Barrier Restore Cream
The Barrier Restore Cream is Rhode’s answer to skin barrier repair, a crucial step in maintaining healthy, resilient skin. This rich yet non-greasy cream is formulated with a blend of shea butter, squalane, and peptides. It is designed to nourish and repair the skin’s barrier, which can often be compromised by environmental stressors or over-exfoliation.
The cream is suitable for all skin types, but it’s especially beneficial for those with sensitive or dry skin. Its restorative properties make it ideal for use after exfoliation. Or simply on days when the skin needs extra care. Many appreciate its fast-absorbing formula that delivers hydration without leaving a sticky or heavy residue. It has become a staple in many skincare routines for its ability to soothe and repair the skin overnight.
Peptide Lip Treatment
The Peptide Lip Treatment quickly gained cult status for its hydrating, cushiony feel and its ability to leave lips plump and soft. Available in various flavours like salted caramel, watermelon slice, and unscented, this treatment has become famous for its combination of peptides and shea butter, which provide both immediate and long-lasting hydration.
Unlike some lip treatments that sit on top of the lips, Rhode’s formula sinks in deeply, making lips feel nourished and protected. Fans of the product love its luxurious feel and the subtle sheen it gives. It fits perfectly with the “no-makeup makeup” aesthetic that Rhode promotes. The lip treatment has consistently sold out within hours of restocking. It has been that popular.
New Additions
Rhode has also expanded its lineup with the introduction of the Pineapple Refresh Cleanser, a gentle, gel-based cleanser infused with enzymes and fruit acids. It cleanses without stripping the skin. Early reviews are noting the ability to leave the skin feeling fresh and revitalised, without the dryness that some cleansers can cause. As Rhode continues to grow, it is likely that we will see more additions in line with the brand’s minimalist philosophy.
The packaging is minimalistic and functional, staying true to the brand’s overall aesthetic. The products come in sleek, neutral-toned bottles and tubes that are simple yet elegant. This design ethos aligns with Bieber’s personal style. Modern and understated, yet undeniably chic. The packaging is also user-friendly, with easy-to-use pumps and squeezy tubes that make application a breeze.
From a sustainability perspective, Rhode has made efforts to use recyclable materials. Although the brand has yet to release a fully sustainable line. As consumers become more eco-conscious, there is potential for Rhode to evolve further in this direction.
Rhode has not only managed to please with products. It has created a highly engaged community, particularly on social media platforms like Instagram and TikTok. Many influencers and dermatologists like the brand for its effective formulations and approachable price point. Rhode is cheaper than many high-end skincare brands.
The products are fragrance-free, making them suitable for sensitive skin. Feedback often highlights the simplicity of the routines Rhode encourages. Most consumers are looking to streamline their skincare without compromising on results. However, some have also critiqued the brand. They dont like the minimalist lineup, wanting more variety and choice. But you cannot keep everyone happy.
Not Just a Pretty Face
Rhode’s success can largely be attributed to its smart marketing strategies. With a product to match. From the beginning, Bieber’s personal brand was interwoven with Rhode’s identity. This helped create a natural sense of authenticity. The brand launched with a strong social media presence, leveraging Hailey’s millions of followers to build buzz around the products. Teaser campaigns, celebrity endorsements, and influencer partnerships all contributed to the hype. The brand’s sleek, curated aesthetic appealed to the Instagram generation.
Within days of its launch, Rhode’s products were selling out, with waitlists in the thousands. The brand’s marketing strategy also capitalises on the growing trend towards “skinimalism”, a movement that prioritises fewer, high-quality skincare products over complicated routines. By jumping on this trend, Rhode has positioned itself as a leader in the minimalist skincare space.
The celebrity skincare market is crowded. Rhode set itself apart by focusing on simplicity, results and affordability. Unlike brands like Kylie Skin, which offers a more expansive product line, or Fenty Beauty, known for its bold branding and product innovation, Rhode stands out for its pared-back approach. This simplicity resonates with consumers who prefer to use fewer products without sacrificing results.
Rhode also occupies a more affordable price point compared to luxury brands like Augustinus Bader or Dr. Barbara Sturm, while still offering high-performance formulas. This balance of accessibility and efficacy is one of the reasons Rhode has quickly gained a loyal following.
Rhode is committed to being cruelty-free, and many of its products are vegan. While the brand is still relatively young, it has expressed a desire to move towards more sustainable practices, though it has not yet fully embraced eco-friendly packaging. As consumer demand for sustainable beauty continues to rise, it will be interesting to see how Rhode adapts and grows in this area.
Looking ahead, Rhode seems poised for continued growth. With the success of its initial lineup and the strong community it has built, the brand has a solid foundation for expansion. Future product releases could include more targeted treatments, possibly diving into anti-aging or acne solutions, which would align with the brand’s mission of offering highly effective, minimalistic products. Additionally, international expansion could be on the horizon, as demand for Rhode grows outside of the U.S.
The Future of Rhode
Rhode by Hailey Bieber has rapidly established itself in the beauty industry, achieving remarkable financial milestones since its launch. The brand is projected to surpass $100 million in revenue this year. All driven by its direct-to-consumer online sales model operating across eight countries. This impressive growth shows that Rhode Skin is here to stay.
By focusing on high-quality essentials and promoting the highly coveted “glazed donut” glow, Rhode has quickly become mainstream. Its emphasis on simplicity and inclusivity made it a key player in the beauty industry.
Rhode continues to grow. It is likely to remain the best brand for those seeking that perfect, dewy finish. Hail Bieber.
