How Hailey Bieber Mastered The Rhode Marketing Magic

Hailey Bieber’s company, Rhode Skin, sold more than just lip treatments; it sold an aesthetic.

This is the Rhode marketing strategy, transforming the viral “Clean Girl Aesthetic” into a lifestyle. In place of traditional advertising, Rhode’s minimalistic nature, authenticity, and exceptional cultural timing made Rhode stand out in an already crowded industry. 

Rhode became a primary case study for the way influencer-created brands thrive by using marketing that feels natural rather than forced. This post will break down Rhode’s marketing strategy, the blending of branding, social media, and storytelling, and what marketers can learn from Rhode.

The Rhode Marketing Strategy : How the Brand Was Born

Before Rhode, celebrity brands typically stuck to glossy packaging, heavy promotions, and premium pricing. But Hailey Bieber chose a different approach. Hailey built Rhode around three pillars: trust, simplicity, and reliability, not hype. 

Before Rhode became a name in skincare, Hailey Bieber had been laying the groundwork in the beauty industry.

Hailey had previously filed multiple trademark applications and done collaborations with brands including BareMinerals and ModelCo, allowing her to explore different paths within beauty before deciding to launch her own beauty line: Rhode. 

According to Vogue Australia, early trademarks suggested Rhode Beauty would feature “wellness merchandise, bath and shower products, beauty creams, personal cleaning products, cosmetics, makeup, fragrances, haircare, and skincare” (Vogue Australia).

This foundation is the strategic long game in the broader Rhode marketing strategy. Hailey Bieber understood that in order to stand out in an overly saturated beauty space, she had to be more than a celebrity; she needed to be credible. 

By naming the brand after herself, Hailey Rhode Bieber, and dedicating her brand to a skin-first minimalist philosophy, Rhode was positioned as an alternative to overcomplicated beauty. From the very beginning, the Rhode marketing strategy revolved around retability, which would later define the company’s billion-dollar success. 

Marketing Minimalism : When Less Sells More

In today’s world of information overload, simplicity has become the new luxury. Consumers are drawn to brands that make life easier; brands that are trustworthy and transparent.

According to research from branding firm Siegel and Gale, people prefer premium brands that deliver a simpler experience. On the other hand, companies with complex messaging lose billions in revenue (The Drum).

Simplicity is the heart of the Rhode marketing strategy. Rather than flashy campaigns and complex packaging, Rhode embraces minimalism. The visuals Rhode uses are clean, neutral, and soft. The product names are straightforward. And even the tone of the brand feels calm and consistent, reinforcing a feeling of ease.

Most beauty brands chase attention through new launches, collaborations, and extra marketing. However, Rhode takes the opposite approach. Each product drop for Rhode is minimal and reflects a “less is more” philosophy that consumers trust.

The result? Simplicity is far more than an aesthetic choice; it is Rhode’s business advantage. Rhode’s mimimanlism builds loyalty. 

Rhode’s ability to connect with consumers through clear design and a simplistic user experience parallels the findings from Siegel and Gale’s study that brands rooted in minimalism perform better than competitors. Proving that in a culture of complexity, simplicity is a luxury largely valuable to consumers. 

The Clean Girl Aesthetic as a Branding Strategy

The “Clean Girl Aesthetic” became one of TikTok’s largest beauty trends. Social media became obsessed with dewy skin, slicked-back buns, and glossy lips. This was the key to Rhode’s success: Hailey Bieber turned the “Clean Girl Aesthetic” into a brand.  

Hailey Bieber didn’t invent the aesthetic, but she embodied it. Through Hailey’s model off-duty style and consistent social media presence, she became the epitome of “clean girl”. The Rhode marketing strategy solidified this link by positioning Rhode as the official skincare of the Clean Girl movement.

As Harper’s BAZAAR Australia reported, Hailey Bieber had been posting skincare tutorials demonstrating her “glazed-donut” skin for years before Rhode launched.

With the debut of her own line, she focused on “an ultra-hydrating range focused on repairing the skin barrier for that same radiant finish.” This branding was a natural extension of her previous online identity (Vogue Australia). 

TikTok & UGC : Rhode’s Path to Organic Hype

Rhode’s popularity did not stem from traditional advertising; rather, it was built on conversations. TikTok became the brand’s largest growth source by turning everyday users into active brand ambassadors.

According to Glossy, Rhode ranked number 1 in year-over-year earned-media-value-growth of U.S. skincare companies and number 1 in engagement growth in the category. But only about 15% of creator posts mentioned Hailey Bieber specifically, proving the strength of the Rhode community Glossy. 

The Rhode marketing strategy relies on geniunity over polished campaigns. Rhode built a scalable network through encouraging fans to share their “get-ready-with-me” routines and creator collaborations. TikTok creators amplified Rhode’s brand message authentically, which integrated products into TikTok users’ daily lives. 

One viral example was Rhode’s Lip Case.

As Glossy Pop reported, the product turned a simple phone case into a full-blown social media phenomenon. The case dominated feeds and sparked imitation even from brands including Benefit and Colourpop. This campaign illustrated how Rhode’s understanding of social media allowed their brand to be social media successful (Glossy). 

Through TikTok, Rhode created marketing built on emotion, over algorithms. Rhode’s success shows that authenticity travels faster than advertising and the power of community storytelling, which can transform a small product into a cultural movement.

Authenticity as a Marketing Advantage

Rhode’s success proves that authenticity is valuable. Rather than relying on expensive ads, the Rhode marketing strategy invests in transparency and community engagement. Each Rhode drop feels intentionally crafted with sleek visuals, limited quantities, and anticipation that builds excitement.

According to Business of Fashion, Rhode’s focus on simplicity and cohesive branding helped it achieve profitability early on, which is a rare milestone for celebrity-founded beauty lines (Business of Fashion). Rhode connects with consumers because it embodies a mindset that is calm, confident, and natural.

Rhode’s success shows that purpose-driven minimalism is a marketing philosophy. Rhode blends authenticity, community, and timing to create a lifestyle that feels effortless yet precisely executed.

Rhode began as minimalist skincare and has evolved into a movement. Rhode is proof that successful modern marketing comes from a strong vision. Hailey Bieber’s Rhode is a lesson in the importance of building cultural relevance through authenticity and purpose. 

✍️ Written by Isabelle Ryan