Breaking into the $580 billion beauty industry isn’t easy especially when you’re up against giants like Fenty and Rare Beauty. But Rhode, Hailey Bieber’s minimalist skincare brand, cracked the code. Launched in 2022, Rhode quickly turned into a Gen Z favorite, no retail stores, no traditional ads, yet millions in sales by early 2024.
In a world flooded with celebrity brands, Rhode’s success wasn’t just about fame, it was about branding mastery.
Here’s how Rhode built a cult following and what D2C brands can steal from their playbook.
Everything you need to know about Rhode branding strategy
Rhode’s branding strategy blends minimalist design with Gen Z appeal, creating a cult-like following. Its smart, cohesive visuals make every product drop a social media event. Here are some key elements of Rhode’s branding strategy:
1. Rhode’s visual identity: Clean and cohesive
Rhode rocks soft grays, creams, and pastels with bold, clean typography on their packaging, website, and socials. Their tubes and jars are sleek, simple, and scream modern luxury without being flashy. They switch their Instagram feed’s colors to match product drops. Yellow for Pineapple Cleanser, pink for Jelly Bean Lip Tint, brown for Cinnamon Roll Lip Tint, white for Barrier Butter.
This fluid visual identity makes every launch feel like a curated event, building anticipation and aesthetic continuity. Their pop-up booths echo the digital visuals in real life. The 2024 New York event featured a fully yellow booth for the Pocket Blush drop, with matching merchandise, decor, and even staff uniforms.
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For Gen Z, who value Instagram-worthy aesthetics, this level of visual consistency not only drives engagement but also encourages UGC (user-generated content). Fans post Rhode products like they’re accessories, and this organic amplification is more powerful than traditional advertising.
2. Founder led branding: Hailey as the face
Celebrity brands are everywhere but not all of them work. Rhode thrives because Hailey Bieber isn’t just a figurehead; she’s the heart of the brand. She embodies the aesthetic, the lifestyle, and the tone of Rhode. Her signature “clean girl” look, glowing skin, slick hair, neutral tones is mirrored in Rhode’s visual identity.
Hailey actively uses her platform to promote Rhode, not through polished ads, but through raw, relatable content:
- She shares her own skincare struggles, including acne and sensitivity.
- She regularly posts her morning and evening routines using Rhode products.
- She appears at pop-up events, speaking with fans and making appearances that feel personal, not promotional.
This hands-on approach creates a perception that Rhode is her passion project, not a commercial venture.
In fact, some of her casual Instagram videos and GRWM (Get Ready With Me) TikToks outperform Rhode’s official brand content. Her authenticity resonates with Gen Z and millennials who prioritize transparency and realness over perfection.
3. Brand voice & messaging: Short and memorable
Rhode uses snappy phrases like “Glaze it. Love it. Repeat.” and a core tagline: “Edited. Efficacious. Intentional.”
They name products Glazing Milk, Cinnamon Roll Lip Tint, and Strawberry Glaze, leaning into cozy, food-inspired terms instead of stuffy skincare lingo. Their copy pushes clear benefits, like “dewy skin” or “hydrated glow,” across their site, socials, and packaging. Because simple, catchy words are easy to remember.
Food-inspired names add a warm, familiar feel, making the brand approachable in a market full of cold, clinical terms.
4. Social media strategy: Community and buzz
For Rhode, social media isn’t just a channel, it’s an extension of the brand. From the tone of captions to the aesthetics of tagged content, every element reinforces Rhode’s identity: minimalist, intimate, and community-first.
Rather than spotlighting traditional ads, Rhode amplifies content from real users and aligned creators. It’s not about marketing messages, it’s about showing who the brand is through the people who love it.
This user-first approach mirrors Rhode’s marketing strategy, a blend of authenticity, influencer collaborations, and brand consistency that’s helped the brand scale while staying rooted in its original identity.
Even real-world pop-ups, like the 2024 Pocket Blush launch in New York, are designed to live on social—immersive, on-brand experiences that encourage fans to share. Think: cinnamon chai, aesthetic booths, and soft-glow filters that mirror Rhode’s signature look.
It’s branding through experience. Every event, post, and partnership reinforces Rhode’s identity: minimal, playful, and deeply community-driven.
5. Exclusivity and scarcity: Limited drops
Rhode drops products in small batches, like the Peptide Lip Treatment that sold out in three days in 2022, leaving a 440,000-person waitlist. Their 2024 phone case vanished in minutes.
The 2024 Candy Cane Lip Treatment launch, with a festive red-and-white Instagram feed shift, saw a huge engagement. They tease restocks on socials to keep fans glued. Why? Because scarcity creates a frenzy. By making $30 products feel like rare gems, Rhode builds hype and positions their brand as a status symbol, not just skincare.
6. Sensory branding: Food and feel
Skincare is a tactile experience, and Rhode plays into that beautifully. Their sensory branding blends visual, tactile, and emotional elements:
- Product names like “Cinnamon Roll” or “Glazing Milk” evoke warmth, indulgence, and comfort.
- Their social content features ASMR-style videos showing textures: slow-mo serum swatches, squeezable lip tints, and creamy emulsions.
- Pop-up experiences mirror these vibes serving cinnamon chai, setting up brown velvet photo booths, and curating music that complements the theme.
Packaging is equally thoughtful: soft matte textures, magnetic click closures, and satisfying unboxing moments. It’s not just about what the product does, it’s about how it makes you feel.
A 2024 Refinery29 review described the Glazing Milk’s texture as “silky, soothing, and addictive to apply.” Emotional responses like these are what transform skincare into a ritual and rituals build long-term brand affinity.
7. Product positioning and brand differentiation: Affordable luxury
In a market flooded with $60 serums and $5 drugstore creams, Rhode finds the perfect middle ground. Products range from $16-$30 but boast ingredients typically found in higher-end skincare like peptides, niacinamide, and ceramides.
Each item is designed to be multifunctional and fuss-free catering to customers who want effective skincare without the 10-step routine.
This strategy sets them apart from:
- Fenty Skin, which focuses on inclusivity and bold branding
- Rare Beauty, which emphasizes mental health advocacy
- The Ordinary, which goes heavy on science and affordability
Rhode’s unique position as “affordable luxury with sensory appeal” makes it both aspirational and accessible. It’s skincare that feels special without breaking the bank.
8. PR and influencer marketing: Targeted hype
Rhode sends products to handpicked beauty editors and micro-influencers, avoiding mass gifting. They send curated packages to beauty editors at top publications, A-list influencers aligned with their aesthetic, or Gen Z micro-creators who love skincare.
Their 2023 Krispy Kreme collaboration for the Strawberry Glaze Lip Treatment is a textbook case. With themed donuts, packaging, and co-branded content, the campaign generated millions of impressions with zero traditional ads.
Pop-up activations also double as influencer hotspots. The London event with Claudia Schiffer and Hailey herself created a media frenzy, covered by everyone from Elle to TikTok creators. By keeping the influencer and PR strategy lean, Rhode ensures every mention feels earned, not paid.
9. Brand consistency: Same look everywhere
One of Rhode’s biggest strengths is visual and experiential consistency. From Instagram to IRL events to packaging, the brand aesthetic never wavers. Fonts, colors, and tone are meticulously aligned.
Pop-ups, like the yellow Pineapple Cleanser event or white Barrier Butter launch, echo product themes. Their Instagram feed shifts, pink for Jelly Bean Lip Tint, brown for Cinnamon Roll Lip Tint, red for Candy Cane Lip Treatment to tie launches together.
Why does this matter? Because brand consistency boosts recognition and trust. And studies have found that consistent use of visual elements like logos, colors, and fonts improves brand recall. When customers can instantly identify your brand, no matter the medium, you’re winning.
The future of Rhode’s brand evolution: Smart growth
Rhode’s expansion is slow and calculated. Instead of launching dozens of products, they’ve gradually teased new categories:
- The 2024 Pocket Blush hinted at a skincare-makeup hybrid.
- Peptide Lip Shape opens doors to lip liners and more tinted treatments.
A 2025 Vogue trend forecast predicts a surge in hybrid products like moisturizers with SPF, blush with skincare benefits and Rhode is already positioned to lead that wave.
However, overexpansion could dilute their strong identity. Brands like Glossier faced this issue when they launched too many SKUs too fast. Rhode’s challenge will be to maintain its essence while exploring new categories.
Key takeaways: Rhode’s lessons for D2C brands
Rhode’s rise is a blueprint for D2C brands looking to stand out in competitive markets. Here’s what to steal:
1. Simplify your look
Use clean, scroll-stopping visuals. Match social feeds to product themes to create anticipation and consistency.
2. Feature the founder
Put a relatable face to the brand. Founder-led content feels more trustworthy and creates personal connections.
3. Create hype through scarcity
Limited-edition drops build urgency and desirability. Tease restocks to keep engagement high.
4. Lean into sensory branding
Use emotional triggers like food, texture, and rituals to make your product unforgettable.
5. Be consistent across channels
Make sure your tone, visuals, and messaging are aligned everywhere from Instagram to packaging.
6. Grow carefully
Don’t rush. Expand in ways that make sense for your brand narrative.
Final thoughts
Rhode’s success is a prime example of how effective brand strategy can disrupt even the most competitive industries.
From a minimalist design that resonates with Gen Z to a founder-led approach that feels authentic and relatable, Rhode has cracked the code for creating a loyal, engaged community. Their smart use of social media, sensory branding, and scarcity-driven product launches has set them apart in a crowded market.
For D2C brands looking to replicate Rhode’s success, it’s clear: simplicity, consistency, and a personal connection to your audience are key.
At The Brand Strategy Lab, we specialize in crafting strategies that do more than just sell products. Whether you’re launching from scratch or leveling up an existing brand, our data-backed strategies are designed to deliver impact.
Happen!