The Rise of Rhode

As the beauty industry continues to evolve rapidly, with new makeup trends and brands constantly being introduced, one name has recently become an internet sensation: Rhode. Maybe you’ve seen the bubble-shaped phone case molded perfectly to hold the brand’s lip gloss or the increasing amount of TikTok influencers trying on newly released Rhode products. Notably, there was no lack of Rhode products on Christmas wish lists this year.
Rhode, celebrity Hailey Bieber’s much-anticipated beauty line, was launched on June 15, 2022. This brand offers both skincare and makeup, particularly promoting healthy skin by including hydrating ingredients in every product. However, in 2024, the brand began seeing significant growth, gaining a 45% increase in Earned Media Value compared to the previous year. Their most successful products include the Peptide Lip Tint and Pocket Blush. The lip tint, with peptides to hydrate lips, is known for its packaging design. The blush is a cream blush that can be smoothly applied on the go and made to fit in your pocket, hence its name.
Many factors have led to Rhode’s recent success, including Bieber’s already-established fame. However, Rhode’s strategic marketing has driven its remarkable growth. The brand prioritizes authenticity, showcasing influencers using Rhode in their daily skincare routines and makeup looks. Bieber posts herself using her products as well, sharing real-life moments that allow the brand to feel genuine and approachable. Additionally, Rhode incorporates Bieber’s style into their products. Through minimalist packaging and product design, Rhode’s “clean girl” aesthetic presents itself as elegant and timeless. This also allows the brand to reach its target demographic, young adults, who mostly value simple and effective skincare.
With Rhode’s recent limited edition releases of their Peptide Lip Tint in shades of Peppermint Glaze and Cinnamon Roll, it’s clear that the beauty line has some fresh ideas in store. Rhode continues to influence the beauty industry, leaving fans excited for what lies ahead this new year.