With waitlists surpassing one million and a direct-to-consumer model driving over $100 million in revenue, rhode has scaled at a meteoric pace since its 2022 launch. Cutting through the noise of the crowded beauty market, the brand has transcended its celebrity origins, evolving beyond Hailey Bieber herself to become an ‘It’ brand. As rhode puts it, “Our philosophy is to make one of everything really good”—and that they have certainly delivered on.
Much of rhode’s success can be credited to their marketing strategy which is driven by Lauren Ratner (President & Chief Brand Officer), Kelsey Bidel-Niyat (Vice President of Global Marketing) and Hailey Bieber (Creative director & Founder). From viral pop-ups and collaborations with iconic female figures to limited-edition products and the creation of a ‘rhode world,’ the brand has established themselves as an effortlessly cool, must-have name in beauty industry.
In this case study, we take an in-depth look at the marketing strategies that have driven rhode’s success and explore the key takeaways that brands can apply to build a strong community and market identity – while staying true to their unique position and purpose.
001. Innovative Product
The rhode lip case is the perfect example of an innovative product. First and foremost, it serves a clear function. Lip glosses are notoriously easy to misplace – lost in bags, left around the house – the list goes on. This case keeps your gloss on hand, ensuring it’s never out of reach or forgotten. You’re more likely to reapply it simply because it’s always with you, driving faster repurchases. Finally, our phones are constant companions—always on us, always visible—offering effortless brand exposure in mirror selfies, flatlays, and everyday life. Aesthetic, functional, and distinct, the lip case is something of a ‘hero’ product.
002. rhode World
rhode has created more than just a brand – they’ve built an immersive world that customers want to be a part of. Purchasing a rhode product means buying into an effortlessly desirable lifestyle. Their social media reflects this, curating content that spans ski slopes, beach escapes, chic cocktails, handbag flatlays, and fashion mirror selfies. Alongside this, aligning with like-minded influencers and celebrities, rhode encourages consumers to associate the brand with these women’s aspirational image. Beyond Instagram, rhode’s pop-up events bring this curated lifestyle to life, offering exclusive, limited-time experiences that allow customers to engage with the brand in a tangible way.
003. Product Tease
In the months leading up to a product launch, rhode builds anticipation through a series of teasers. From early sneak peeks that hide product names or packaging to Hailey Bieber incorporating these unreleased products into her makeup routine. As customers begin to guess these hints, rhode builds on the excitement by sharing content with consistent colour palettes and overall themes that hint at the product category. Combined with behind-the-scenes production clips and captions designed to generate buzz, rhode cultivates a strong sense of FOMO around the brand and its upcoming launch. The result: a highly engaged audience, ready to buy.
004. Product Launch
rhode product launches go far beyond a photoshoot and series of Instagram posts. They use sensory marketing, cohesive colour schemes, strategic product associations, and updated branding to create a fully immersive experience around each launch. Every detail is carefully curated to evoke a specific mood, drawing customers into the ‘rhode world’ and making the launch feel like an event. For example, the launch of the Cinnamon Roll Lip Treatment featured a warm, brown-toned photoshoot with cinnamon rolls, a collaboration with Community Goods on a Cinnamilk Latte, the release of a cinnamon roll recipe, and an updated logo which was surrounded by cinnamon sugar — all reinforcing the cozy, indulgent feel of the product.
005. Brand Ambassadors
rhode has cultivated a network of celebrity friends and influencers to boost its appeal and reach. High-profile figures like Claudia Schiffer, Jasmine Tookes, and Alexandra Malena Saint Mleux have all been spotted using and collaborating with rhode, amplifying the brand’s visibility. Additionally, rhode has featured prominent faces like Alex Consani and Elsa Hosk as the faces of limited-edition campaigns, further cementing its coveted ‘cool girl’ status. By aligning with influential personalities, rhode taps into their fan bases, creating a sense of exclusivity and aspirational appeal. This approach has propelled the brand to the forefront of the beauty industry, seamlessly blending celebrity culture with a minimalist, chic aesthetic.
006. Founder Content
Prior to launching rhode, Hailey had already established herself as a coveted celebrity. This gave the brand significant exposure, not only through Hailey herself but her ability to place rhode in the hands of fellow celebrities. Since their rapid rise to cult status, Hailey has remained central to its marketing—featuring in campaign launches, GRWM videos and lifestyle content that subtly features rhode throughout. Her personal brand is also seamlessly aligned with rhode’s minimalist, chic aesthetic, which has been key to building trust and authenticity with consumers. This natural synergy has not only reinforced rhode’s aspirational appeal but also helped turn Hailey’s followers into loyal customers, driving the brand’s continued success.
Key Takeaways
- Build a community of aligned influencers
- Tease your audience with new products
- Be distinct, be different, be innovative
- Create a ‘world’ with your brand
- Have a strong launch moment
