In 2022, then 25-year-old Hailey Bieber, a controversial public figure, rebranded herself by launching Rhode, a skincare and makeup brand. What could have been easily written off as another celebrity vanity project instead became one of the most well-liked companies of the decade. With its thoughtfully curated formulas, sleek packaging, and accessible pricing, Rhode captured the attention of Gen Z and health and beauty lovers worldwide. But behind the viral “glazed skin” and “clean girl” aesthetics Rhode aimed to cultivate was something even more impressive—Hailey’s quiet but calculated evolution into an established businesswoman.
Rhode is not a random title-it’s Hailey’s middle name. Born Hailey Rhode Baldwin in 1996, she is the daughter of actor Stephen Baldwin and niece of Alec Baldwin. Her family’s role in Hollywood introduced her to the public eye at a very young age, launching her modeling career and landing her a spot in the highly sought after Kardashian-Jenner circle. In the mid 2010s, Hailey began a relationship with popstar Justin Bieber, who had ended his 10-year relationship with beloved singer and actress Selena Gomez just two months prior. Labeled an undeserving nepotism baby and Bieber’s stalker-turned-relationship-homewrecker, Hailey’s public image was controversial.
In 2022, however, the launch of Rhode took some of the attention away from said controversial public image. The brand debuted with just a few products, but each was formulated to deliver what Hailey called the “glazed donut” look—ultra-hydrated skin with a radiating dew. Centered around barrier-boosting ingredients like peptides and niacinamide, the formulas were both minimal and effective. That signature glazed look-seen in Rhode’s first advertisements and all over Hailey’s social media platforms-became its own form of branding. It perfectly embodied the “clean girl” aesthetic: not about being bare faced, but about looking effortlessly polished, minimal, and fresh.
The packaging echoed that same philosophy. Rhode’s tubes and bottles are sleek, understated, and coated in muted tones—grays, beiges, and other neutrals-that
feel both elevated and unassuming. There’s no loud branding or flashy design; instead, the minimalist aesthetic reinforces the idea of intentional simplicity. Just like the formulas inside, the packaging Rhode was curated to reflect the clean girl ethos: polished, simplistic, and quietly luxurious.
People were enticed by the brands exquisite formulas and both minimalistic and aesthetic packaging, but they were still concerned about pricing, as most celebrity skincare and makeup brands’ products cost upwards of $50. However, when Rhode launched, Hailey announced that each product would cost less than $40; her Barrier Butters sold for $36, her Glazing Milks sold for $32, and her Peptide Lip Treatments sold for $18.
By offering high-performance products at approachable price points, Rhode broke down barriers typical of luxury beauty brands, fueling rapid growth and broad appeal that helped propel the brand to prosperity.
Though Rhode was immediately successful-grossing 10 million dollars within a mere 11 days post launch—Hailey didn’t stop there; she has continually evolved the brand through a mix of cultural awareness and savvy marketing. One of her most notable moves has been partnering with trending celebrities and tastemakers who align with Rhode’s minimalist, dewy aesthetic. For example, she collaborated with British actor Harris Dickinson in the wake of his viral moment as “white boy of the month” after his breakout role in Babygirl, strategically tapping into internet culture and
appealing to the brand’s audience of young women.
Hailey has also expanded Rhode’s presence through influencer seeding, behind-the-scenes skincare tutorials, and curated photo shoots that double as mood boards, helping the brand become not just a skincare line, but a full-blown lifestyle aesthetic. Collaborations with creatives in fashion and beauty—such as internet sensation Matilda Djerf—have further cemented Rhode’s presence at the intersection of beauty, pop culture, and cool-girl minimalism.
In addition to celebrity partnerships, Hailey has leaned heavily into the power of limited-edition drops to maintain hype rhode and exclusivity. Seasonal collections like the Lemontini Peptide Lip Tint, launched just in time for summer, generated massive buzz on social media-mirroring the pattern of earlier Peptide Lip Tint hits like the dearly missed shade Salty Tan, which has now returned as a permanent shade. Beyond seasonal launches, Rhode has steadily expanded its core lineup with new permanent products like the Glazing Mist and Pocket Blush, both of which tap into the brand’s signature skin-first philosophy and “clean girl” aesthetic and have become massive successes.
Now, Rhode is entering a pivotal new chapter: last September, the brand became available at Sephora, marking a major milestone in its journey from a celebrity startup to a beauty industry powerhouse. This expansion into one of the world’s most influential beauty retailers has significantly increased accessibility, while still maintaining the brand’s elevated, minimalist appeal. At the same time, Hailey made headlines by selling Rhode to e.l.f. Beauty for $1 billion, a strategic move that signals the brand’s evolution into a long-term player in the industry. With e.l.f.’s strong infrastructure and Rhode’s cult following, the partnership is poised to supercharge global growth.
Despite the acquisition, Hailey is remaining deeply involved in the brand’s future, continuing in her role as Chief Creative Officer and Head of Innovation.
Her creative vision and hands-on approach have been central to Rhode’s identity, and she is staying at the helm of product development and brand storytelling. This ensures that, even as Rhode scales with the support of e.l.f. Beauty and expands into Sephora, it will retain the authenticity, aesthetic, and skin-first philosophy that made it a breakout success in the first place.
In just three years, Rhode has gone from a potential celebrity cash grab to one of the most popular brands of the decade. At its core, Rhode is more than just a skincare and makeup line; it’s a reflection of Hailey Bieber’s personal and professional evolution. Through carefully curated product development, accessible pricing, and a deep understanding of her audience and good marketing, she has managed to reshape not only public perception of herself, but also set a new standard for what celebrity-led brands can achieve. In a crowded market, Rhode stands out not just because it’s attached to a famous face, but because it delivers—on substance, on aesthetic, and on cultural resonance.
