Hailey Bieber’s Rhode to Success: How She Built a Skincare Empire
Hailey Bieber, a renowned model and media personality, ventured into the beauty industry with the launch of her skincare brand, Rhode, in June 2022. Named after her middle name, Rhode reflects Hailey's personal commitment to effective and accessible skincare solutions.
The Genesis of Rhode
Hailey's passion for skincare and her desire to share her personal beauty philosophy inspired the creation of Rhode. She envisioned a curated line of high-performance essentials designed for daily use, focusing on nourishing the skin barrier and promoting a healthy, dewy complexion.
Product Lineup and Offerings
Rhode offers a range of skincare products formulated to cater to various skin types. The collection includes:
- Peptide Glazing Fluid: A hydrating serum that imparts a dewy glow.
- Barrier Restore Cream: A rich moisturizer aimed at repairing and strengthening the skin barrier.
- Peptide Lip Treatment: A nourishing lip product available in multiple scents.
- Barrier Butter: An intensive moisture balm designed for deep hydration.
These products are available individually and in curated sets, such as "The Rhode Kit," which comprises four daily skin essentials.
Related: Inside Hailey Bieber’s Daily Life: Mom Duties, Skincare Secrets & Wellness Rituals!
Related: Justin Bieber Shuts Down Drug Use Rumors, Focuses on Family & Music
Business Growth and Expansion
Since its inception, Rhode has experienced significant growth. Within nine months of launching, the brand expanded internationally, entering the Canadian market in March 2023.
By September 2023, Rhode further extended its reach into five additional European territories.
In October 2024, Rhode inaugurated a pop-up store in London, enhancing its physical presence and allowing customers to experience the products firsthand.
The brand continued this strategy with a Los Angeles pop-up in February 2025, featuring limited-edition products and attracting a star-studded guest list, including Hailey's husband, Justin Bieber.
Market Position and Recognition
Rhode has carved out a notable position in the competitive celebrity skincare market. As of late 2024, the brand held a 21.6% share of voice among leading celebrity skincare brands, surpassing established names like Goop by Gwyneth Paltrow and Supergoop! by Maria Sharapova.
The brand's commitment to quality has been recognized with several awards, including:
- Modern Make-Up Must-Have: Vogue Beauty Awards 2024
- Best Essence: Allure Best of Beauty 2024
- Best Cream Face Wash: Cosmopolitan Beauty Awards 2024
These accolades underscore Rhode's impact and credibility within the beauty industry.
Financial Performance
While specific revenue figures for Rhode have not been publicly disclosed, the brand's rapid expansion and market presence suggest a robust financial performance. The successful international rollouts and positive reception of new product launches indicate a strong and growing customer base.
Hailey Bieber's Rhode has swiftly emerged as a significant player in the skincare industry. Through a combination of high-quality products, strategic expansion, and a clear brand philosophy, Rhode continues to resonate with consumers worldwide, reflecting Hailey's vision of accessible and effective skincare.
