The 'Rhode Skin' Story: Here's How Hailey Bieber Built Her Beauty Brand
Hailey Bieber, the renowned model, media personality, and socialite, is a name that resonates with excellence. Her presence has graced the covers of prestigious magazines like Vogue, Elle, Harper's Bazaar, and many others. Hailey has also left her mark on the runways, showcasing the creations of top fashion brands such as Ralph Lauren, Tommy Hilfiger, Saint Laurent, and Jimmy Choo. With a net worth of $20 million, she is one of the world's most influential celebrities. However, Hailey Bieber's accomplishments extend far beyond her captivating beauty.
Hailey Bieber has proven herself as a savvy entrepreneur, venturing into the skincare world with the launch of her skincare brand, Rhode, in June 2022. Rhode offers a thoughtfully curated collection of skincare essentials that nourish the skin barrier and leave it with a radiant, glazed finish.
In the spring of 2019, Hailey Bieber embarked on a quest to trademark the name ‘Bieber Beauty.’ Alas, her aspirations were swiftly dashed when her trademark application faced rejection due to its striking resemblance to a filing made by her husband, Justin Bieber, in 2010, according to Grazia. However, Hailey ingeniously discovered a solution to breathe life into her envisioned brand. She decided to bestow upon it the name ‘Rhode,’ a nod to her middle name, thus triumphantly overcoming the trademark hurdle.
Collaborating closely with a team of esteemed dermatologists and chemists, Hailey meticulously developed the formulas for her products. Her vision was to incorporate high-performance ingredients that were vegan, cruelty-free, gluten-free, and dermatologist-tested. She also aimed to exclude unnecessary additives that could harm the skin or the environment. Over two years, she dedicated herself to testing and refining her products until she achieved the desired results.
On June 8th, 2022, Rhode made its official debut, introducing three flagship products: the Peptide Glazing Fluid ($29), the Barrier Restore Cream ($29), and the Peptide Lip Treatment ($16) as per Glamour. The Peptide Glazing Fluid, a lightweight gel serum enriched with peptides and hyaluronic acid, hydrates and plumps the skin. The Barrier Restore Cream, a luxurious moisturizer infused with ceramides and antioxidants, soothes and repairs the skin barrier. Lastly, the Peptide Lip Treatment, a nourishing lip balm containing peptides and plant oils, smooths and softens the lips.
Hailey announced the brand's launch on her Instagram account, where she boasts over 49 million followers. Additionally, she created a dedicated Rhode account, which has amassed over 750,000 followers. She shared her skincare journey through these platforms and explained the motivation behind Rhode's creation. Hailey also posted videos showcasing her use of the products, demonstrating how they bestowed a luminous, dewy glow upon her skin.
The response from her fans was nothing short of overwhelming. Within minutes of the launch, Rhode's website sold out of all its products. The brand also garnered a waitlist of over 1 Million eager individuals seeking to experience the transformative power of Rhode's offerings. The positive feedback and support deeply moved Hailey from her customers. She expressed her gratitude for their patience and assured them that restocking would occur swiftly.
Since its inception, Rhode has experienced rapid growth, expanding its reach and influence. The brand has forged partnerships with renowned online retailers such as Sephora, Cult Beauty, Mecca, and Net-a-Porter, thereby making its products accessible to customers worldwide. Rhode has also introduced new additions to its product lineup, including the Glazing Milk ($29), a gentle cleanser that effectively removes makeup and impurities; the Rhode Kit ($95), a comprehensive bundle featuring all five products in one box; and the Peptide Lip Set ($58), a collection of four lip treatments available in various flavors.
According to Vogue Business, Rhode Skin sales reached eight figures within just 11 days of selling. Beauty editors, influencers, and celebrities alike have showered the brand with praise, commending its products' quality, efficacy, and affordability. Among the notable personalities spotted using Rhode are Kendall Jenner, Bella Hadid, Olivia Rodrigo, and Hailey's husband, Justin Bieber.
Rhode shows no signs of slowing down and has expanded to Canada and the UK. Hailey envisions her brand becoming a global leader in the skincare industry, with plans to continue developing products that address the diverse needs and concerns of her customers, including aging, acne, pigmentation, and inflammation. She also intends to explore new categories such as body care, hair care, and makeup.
Ultimately, Hailey aspires for Rhode to transcend being merely a skincare brand. She aims to transform it into a lifestyle brand that empowers individuals to feel confident and beautiful in their skin. Hailey seeks to inspire people to prioritize self-care and environmental consciousness through products that benefit them and the planet.
In conclusion, Hailey Bieber, the supermodel turned skincare mogul, has successfully established Rhode as a brand that transcends boundaries. Since its launch in June 2022, Rhode has experienced multiple sold-out moments, garnered a waitlist of over 1 Million individuals, and expanded its distribution to various online retailers. The brand has received widespread media coverage and glowing reviews from customers and celebrities and has actively contributed to social and environmental causes.
Sources - Vogue Business, Grazia, Glamour
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