The Rhode Playbook
An Analysis by Ana Angulo
How Hailey Bieber Built a Billion-Dollar Beauty Brand Through Packaging, Restraint & Cultural Timing
Rhode entered the beauty scene in 2022 with an unusually small product line, a clean aesthetic, and a point of view: skinimalism as luxury.
While most celebrity brands launched with dozens of SKUs and maximalist claims, Rhode did the opposite.
It arrived with three products.
Three products that were obsessively refined, emotionally positioned, and wrapped in packaging that made “simplicity” feel aspirational.
That restraint became its superpower.
Everything about Rhode’s visual world — the understated neutrals, the soft-matte tubes, the monochromatic capsules — communicated a clear message:
Beauty doesn’t need to be loud to be powerful.
The packaging embodied a lifestyle. It wasn’t cosmetic design — it was cultural design.
Rhode’s naming system contributes massively to its success.
Instead of scientific jargon or overused wellness terms, Rhode’s words feel textural, almost edible:
Peptide Glazing Fluid
Barrier Restore Cream
Lip Treatment
Glazing Milk
Pocket Blush
These names do two important things:
Create an emotional expectation (“glazing,” “restore,” “milk,” “pocket” — cozy, sensory words)
Offer clarity and trust — no exaggeration, no drama, just straightforward benefit
This balance of emotional creativity and scientific honesty is rare.
Rhode doesn’t market skincare.
Rhode markets a way of being.
The brand sits inside a visual and cultural universe: “clean girl energy,” hydrating glowy textures, soft neutral tones, effortless beauty routines, and Hailey Bieber’s own public aesthetic.
Hailey didn’t just endorse the brand — she embodied it.
The success wasn’t built on celebrity hype alone; it was built on cultural congruence.
Rhode’s packaging, Hailey’s personal style, the brand’s editorial voice, the product formulations — all spoke the same visual language.
When a brand is this aligned, selling becomes effortless.
All Images are copyrighted by RHODE.
