In recent years, the skincare and makeup industry has been a hard barrier to break through due to the high levels of competition and an overwhelming amount of products offered within the market. It truly is cut-throat and filled with brands vying to make a mark, both on your face and to the public.

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Given the market’s current state, those who manage to blow up within this overly saturated space are all the more noteworthy, none more so than Hailey Bieber’s Rhode. 

Hailey Beiber, initially known as Hailey Baldwin, first rose to fame as a result of her high-fashion modelling career. Growing up in the spotlight because of the famous Baldwin last name, Hailey was able to model at the age of 17 and managed to secure reputable covers such as Vogue, Elle and W Magazine.

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An aspect of Hailey’s virality comes from her flawless, clean-girl skin, otherwise known as the ‘glazed donut’ look. This effortless, dewy aesthetic has become her signature style and has made fans eager to acquire her beauty secrets and skincare regimen. And being the Marketing genius that she is, Hailey listened and used customer-centric brand building to develop: Rhode. 

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To the surprise of many, in just three years, Rhode has already been valued at up to a billion dollars and acquired by the reputable cosmetics company e.l.f  beauty. Because of its rapid success in such a short span of time, Rhode’s marketing is an exceptional case study for how brands can strategically appeal to and resonate with contemporary consumers.

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Therefore, this raises the question: what exactly did she get right, and what elements of Rhode’s strategy made it so memorable?
 

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Glazed Donut Look

 

Prior to the launch of the brand in 2022, Hailey Bieber had amassed a massive following on social media platforms and was a successful model. 

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Within the short time frame of 3 years, the brand grew in valuation and positioned itself among one of the fastest-growing celebrity-led beauty brands. What truly differentiates Rhode from its competitors is the brand’s focus on a limited product range that celebrates its visual and cultural identity. From the packaging to the campaign's aesthetics, every aspect promotes and reinforces the same idea for its consumers: hydrated, glossy, and effortless skin. 

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Her ’Glazed Donut’ skincare routine created a niche in the overly saturated market. Since the launch of Rhode, the billion-dollar skin care and beauty empire has profited from the ‘clean girl aesthetic’ persona. The dewy skin and slicked-back hair preach the idea of refined minimalism, now integrated into not only the visual aesthetics of Rhode as a brand but also managing to capitalize on the era of the clean-girl aesthetic. 

 

A key aspect of Rhode’s strategy is the incorporation of sensory imagery in their campaigns. The glazed donut is not simply meant to be descriptive but is intended to tap into the idea of indulgence and rewards for its consumers. This paved a pathway for future collaborations with brands like Erewhon and Krispy Kreme. 

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Iconic Pop-Ups

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Part of what makes Rhode distinct is its ability to transform something as simple as a lip product into a fully immersive brand experience. Rather than relying solely on traditional retail or e-commerce, Rhode pushes the boundaries of modern marketing by meeting the consumers where their attention is most valuable: in real life.

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Rhode Booth

One of the most exceptional examples is the Rhode Booth: a sleek, minimalist, vending machine-esque photo booth that dispenses one of the brand’s best selling products, the lip treatments, in exchange for a branded token. Visitors of the booth are able to choose which slot to insert their token, given that each slot contains a different product. After receiving the product, users are invited to savor the moment by capturing it within the booth itself, thanks to an integrated photobooth that produces a tangible printout and digital copy to share publicly with friends, family and followers. 

 

From a marketing point of view, this is where Rhode’s strategy becomes particularly intelligent. The pop-up is a chance to produce organic visibility. By pairing the product with a photogenic, shareable experience, Rhode effectively converts every participant into a micro-promoter for the brand. The act of capturing a photo with the product encourages users to broadcast their experience across social media which seamlessly extends the brand’s reach beyond the physical space and into the wider digital landscape. 

 

Furthermore, the locations of these booths are well thought through and intentionally researched. As one of its earlier exposure events, the booth was located in the 2024 Coachella event which places the brand directly in front of influencers and tastemakers whom are individuals that naturally document and share their experience. This generates high volumes of earned media without the brand needing to rely all on paid advertising. In essence, Rhode strategically inserts itself into environments where visibility is already 100% guaranteed, then improves it through experience design. Because of its success and high demand, the Rhode Booth has seen more places like: Los Angeles, Miami, London, Ibiza and Toronto which all had lines where people waited for hours just to grasp a sliver of an experience with Rhode. 

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Waiting in line

Upon first glance, a drawback for pop-ups might be its long, tiring queues just for a few minutes with the brand, a definite inconvenience that could deter potential customers. However, Rhode restructures this friction point entirely by converting waiting in line into an extension of the brand experience itself. Because the brand knows there will be long lines at these events, they intelligently leveraged the queue as a space for engagement rather than a pain point for customers.

 

An example of Rhode’s creative approach can be seen during its early pop-ups, particularly in places like London where much of the content circulating online was not just centred on the products, but on the experience of simply being included in the event. Those waiting in line were spoiled with curated perks such as artisan pastries, specialty coffee, personalized Rhode items, water, umbrellas and much more! In doing so, Rhode echoes a key marketing insight: the consumer journey starts long before the point of purchase. 

 

In particular, what is notable is how Rhode listens and responds to consumers' needs and problems in real time, implementing practical touches like refreshments or shade that indicate care and attentiveness. These somewhat small gestures strengthen the public’s overall perception of the brand by providing a positive customer experience. Hence, people are more likely to shop and support Rhode as they are motivated to relive the sense of enjoyment and connection they experienced during the pop-up.

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Calculated Collaborations:

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Rhode’s visual identity establishes desire among its consumers while its collaboration strategy sustains this vision. On social media platforms and digital media landscapes, influencer marketing is often diluted by overexposure, where Rhode takes a rather restrained approach. The brand prioritises its cultural alignment with its audiences while maintaining its brand identity over its larger reach. Rather than flooding TikTok or Instagram feeds with repetitive sponsorships, the brand’s principle of selectivity and ensuring that every collaboration feels intentional and authentic to its consumers is what sets them apart from competitors. 

 

Perhaps the most calculated collaboration can be awarded to the one between Hailey Bieber and her husband Justin Bieber. The brand launched a new range of pimple patches that are available in five exclusive shapes along with a sweet banana-scented limited-edition peptide lip treatment, 'Caramelised Banana'. Launching in such close proximity to Justin Bieber’s Coachella 2026 performance, the mushroom and daisy designs on the sportswear patches subtly nod to the aesthetics of music fests and youth culture while maintaining the clean and minimal aesthetic of Rhode. This partnership extends Rhode’s market scope beyond its core Gen Z, and beauty-focused consumers into a broader, cross-generational market. The collaboration taps into the cultural fascination audiences have with celebrity couples along with the global fanbase that Justin Bieber has retained throughout his career.

 

Bilaterally, through partnerships with celebrities like Tate McRae and Alexandra Saint Mleux, the brand reflects its identity of minimalism. Collaborations like these promote the authenticity of the brand and build brand loyalty. The brand promotes user-generated content as a part of its marketing campaign, the “#RhodeSkin” encourages consumers to provide honest feedback, leading to greater brand advocacy. Hence, the brand remains culturally embedded rather than just being commercially viable and predictable. 

 

Rhode’s PR strategy maintains a strategic balance between exclusivity and accessibility. Compared to other beauty companies, Rhode has a carefully crafted method of utilizing influencer marketing not just by who is the most popular or relevant, but for them it's also about precision. They are able to critically reflect and analyse which faces are right for specific products. Who embodies the product aesthetic, lifestyle and narrative? Therefore, when the product launches, the collaboration feels instinctive rather than orchestrated which allows audiences to engage with it as a natural extension of both the individual and the brand.

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Rhode x Mecca Partnership

 

With the future of Rhode being highly anticipated amongst the public, the brand made the genius move of expanding its availability, on February 12th, to both Australia and New Zealand by pairing up with Mecca, a dominant force within the region’s beauty retail industry. A move that hints how Rhode utilizes a good understanding of leveraging existing brand equity to increase trust in a new market. 

 

But, it would not be Rhode without a proper launch.

 

Instead of a standard retail rollout, the brand introduced itself through an immersive multi-sensory pop-up: the Rhode Bakery in Sydney. Located in Sydney’s Surry Hill in collaboration with A.P Supply, the brand distributed exclusively Rhode food products paired with its own creative packaging. In tapping into the food culture with curated items such as lamingtons and blueberry-inspired pastries, Rhode once again extends beyond product and into a sensory experience. This is a strategic continuation of its broader marketing philosophy of integrating the brand within sensory imagery also positioning Rhode as a lifestyle brand that is more than merely a beauty label.

 

Crucially, the bakery activation was not arbitrary. It directly aligned with the launch of an exclusive, region-specific product: the Sugarberry Peptide Lip Treatment. A sophisticated paragon of  product-experience integration, where the physical environment, sensory cues and product offering are all tied with one another. The blueberry, pastel theme is a tangible connection between what consumers taste, see and ultimately purchase.

 

By collaborating with a trusted retailer like Mecca, Rhode is able to reduce the barriers of entry whilst additionally benefiting from an established clientele of loyal customers who frequently shop at the retailer. Furthermore, the inclusion of exclusivity through the limited-edition product escalates the urgency and desirability of Rhode, demonstrating how brands can benefit off scarcity which creates a sense of demand and immediacy to be included in the new trend.

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To conclude:​

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In a saturated industry, Rhode has managed to distinguish itself through its understanding of consumer behaviour. The brand has engineered itself to operate beyond traditional marketing frameworks, strategically capitalising on celebrity influence. From its Glazed Donut aesthetic that paved the way for the brand’s visual aesthetics to the pop-ups transforming consumers into active stakeholders and collaborations with brand-aligned figures, the brand has managed to understand and profit off modern marketing models. 

 

The brand manages to create its own niche and build depth around its core message and values, which is valuable to consumers in highly saturated markets like beauty. Each element of its marketing strategy is not isolated or out of place but works together cohesively to provide a unique experience to its consumers without compromising its product’s quality or their brand identity. 

 

What is truly commendable is the brand’s ability to sell the effortless lifestyle to its consumers, almost making it tangible. The brand doesn't just sell skincare; it promotes the illusion of effortlessness and polish that can be attained by minimal, simple and effective products. It taps into the desire of consumers to not simply look their most put together but feel like their best version.