The beauty industry is highly competitive, with new brands emerging every year. However, only a few manage to gain massive attention and build a loyal customer base in record time. One of the brands that has successfully done so is Rhode, founded by Hailey Bieber.

In just two years, Rhode has become one of the fastest-growing skincare brands, with its products constantly selling out. How did it happen? Through a carefully crafted marketing strategy that combines authenticity, social media power, influencer marketing, and innovative products.

One of Rhode’s biggest hits was its Phone Case with an integrated lip balm, which became not only a practical accessory but also a viral phenomenon. Let’s take a closer look at how Hailey Bieber built her beauty empire and why Rhode is a prime example of modern marketing success.

1. Viral Marketing and the Power of Social Media

Hailey Bieber is not just a model and celebrity; she is also a marketing mastermind. While her name and face provide a strong foundation for brand promotion, the real key to Rhode’s success was her strategic use of social media.

Even before the official launch of the brand, Hailey began sharing her skincare routines, promoting the “clean girl aesthetic,” and popularizing “glazed donut skin” – a perfectly hydrated and radiant complexion. TikTok, Instagram, and YouTube became the platforms where Rhode gradually built awareness and trust before its first sale.

The result? When Rhode officially launched in June 2022, the Peptide Lip Treatment sold out within three days, with a waiting list of 440,000 people.

2. Innovation That Has No Competition: The Phone Case with Lip Balm

One of Rhode’s most brilliant marketing moves was introducing the Lip Case – a phone case with an integrated lip balm. This product not only generated massive interest but also became a cult fashion item.

Hailey Bieber explained:

“Our customers carry Peptide Lip Treatment everywhere, but sometimes it’s annoying to dig through their bag or realize they left it at home. So, we created a solution that combines lip care with something you always have in your hand – your phone.”

Why was this product so successful?

✔ A blend of beauty and technology – something no other brand had done before.

✔ Perfect for viral marketing – a phone case is a daily essential and appears in every selfie video.

✔ Exclusivity and hype – the waiting list for the Lip Case exceeded 200,000 people, making it even more desirable.

Not only did the Rhode Phone Case become an internet sensation, but it also inspired other brands to introduce similar innovations.

3. Strategic Collaborations and Unexpected Campaigns

Rhode set itself apart by going beyond traditional beauty collaborations. The brand strategically connected with pop culture and foodto reach a wider audience.

-Krispy Kreme x Rhode – To introduce the Strawberry Peptide Lip Treatment, Rhode partnered with Krispy Kreme, creating a nostalgic campaign that resonated with both beauty enthusiasts and food lovers.

-Hailey Bieber Smoothie x Erewhon– A week before Rhode’s official launch, the “glaze skin smoothie” trend took over social media. This exclusive smoothie, created in collaboration with Erewhon, became so popular that Erewhon decided to keep it as a permanent menu item.

These collaborations showed that Rhode is not just a beauty brand – it’s a lifestyle brand, seamlessly blending beauty, wellness, and pop culture.

4. Exclusivity and Pop-Up Events

Rhode also utilizes a limited availability strategy, which boosts product demand.

✔ Not available in traditional stores – Rhode is only sold online and in select countries.

✔ Limited editions and long waiting lists– when something is not immediately available, customers want it even more.

✔ Pop-up events – Rhode organizes special events where fans can experience products before their official launch.

For example, at a pop-up event in London, visitors were given an exclusive first look at the Barrier Butter, which generated massive excitement on social media.

5. The Power of Hailey Bieber’s Personal Brand

Hailey Bieber is the ultimate ambassador of her brand. She is associated with viral beauty trends such as:

💖 Strawberry makeup

☕ Latte makeup

🍩 Glazed donut skin

Thanks to her influence, she can instantly create a new trend, which Rhode then strategically ties to its products. This keeps the brand in constant spotlight, without needing to spend millions on traditional advertising.

Conclusion: Why is Rhode a Marketing Phenomenon?

Rhode’s success is not a coincidence – the brand thrives on a brilliantly executed marketing strategy that combines:

✔ Viral content on TikTok and Instagram

✔ Influencer marketing and authenticity

✔ Innovative products that no other brand offers

✔ Smart collaborations with unexpected partners

✔ Exclusivity and limited availability, driving demand

Hailey Bieber has proven that marketing in the beauty industry isn’t about expensive advertising but about leveraging trends and building strong customer connections. If Rhode continues in this direction, it’s on its way to becoming one of the most influential beauty brands of our time.