The Rhode Takeover: How Hailey Bieber Won the Beauty Industry
Rhode has become one of the beauty industry's biggest success stories. Just four years after launch, Hailey Bieber's skincare brand generates more than $212 million in annual revenue, proving that in today's beauty industry, branding can be just as powerful as the formulas themselves.
By Aniesha Chidwick
I
n a market that is drowning in options, it's certain that Bieber has managed to stay more than afloat with her multi-category beauty brand, Rhode, turning over $212 million in annual revenue.
So, what's her secret to winning the industry just four years after launch?
Despite what you may assume, the success of Rhode goes far deeper than celebrity power. Hailey Bieber has worked tirelessly on every aspect of the brand, from product marketing and formulas to packaging and social media. "I'd love for somebody to... pick it up and not know that it was my brand and just love it because they loved the product," she said in a November 2025 interview.
The work actually began a year before Rhode officially launched. Bieber was sharing GRWMs and bare-faced selfies, showing what we now know as 'glazed donut skin', leaving everyone wondering what products she was using. She created a want for something that didn't even exist yet. By the time Rhode launched, people weren't just buying skincare – they were buying into the aesthetic she'd already spent months creating.
She launched with three products: the Peptide Lip Treatment, Barrier Restore Cream and Peptide Glazing Fluid, and they flew out of stock in just 10 minutes. Her success continued with Lip Tints, Pocket Blushes, cleansers and night creams, and most recently, the Summer 2026 collection featuring Pocket Bronzers. Her motto has always been "one of everything really good", creating scarcity, waitlists and, most of all, FOMO.
The packaging has been carefully curated. It's gorgeous, minimal, 'clean girl', and looks amazing on shelves and in content. Every detail feels intentional, making Rhode more than just another skincare brand. It's something people want to display, photograph and be seen using.
Rather than relying on traditional adverts, Rhode became part of people's everyday content through recognisable campaigns. Bieber herself became Rhode's biggest campaign, creating looks and showing consumers exactly how to use her products. In doing so, Rhode became more than a skincare brand – it became a lifestyle that consumers wanted to buy into.
Of course, none of this would have worked if the products didn't live up to the hype. Celebrity brands often struggle to shake the idea that they're relying on a famous face rather than quality formulas. Hailey Bieber however, quickly proved otherwise. The Peptide Lip Treatment has become a staple in many makeup bags, while products like the Pocket Blush and Glazing Milk continue to sell out launch after launch.
Bieber understood that people don't just buy products now, they buy experiences. She focused on easy-to-use, simple but effective formulas that slotted effortlessly into people's everyday routines. Every launch felt like an event, from limited collections to pop-up experiences and carefully curated campaigns. Consumers weren't just buying a moisturiser or blush – they were buying into a lifestyle and a community.
The brand's influence can now be seen across the beauty industry. From minimalist packaging and glossy campaign imagery to 'clean girl' marketing, countless brands have followed in Rhode's footsteps. What once felt unique to Rhode has quickly become the blueprint for modern beauty branding.
Rhode's success didn't happen overnight. It was built through clever marketing, carefully planned launches, recognisable branding and products that consumers genuinely want to use. In an industry where brands are constantly chasing the next trend, Rhode has become the one everyone else is trying to catch.
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