Is Rhode actually any good? Here’s how Hailey Bieber’s skincare brand became so successful

Hailey Bieber’s brand Rhode is something of a Gen Z phenomenon – it’s infiltrated skincare, beauty, fashion and has recently been acquired by e.l.f. She recently sold the company for $1 billion…But as someone who has never purchased a Rhode product, what is the hype all about?

The most popular product is obviously the lip balm and the matching lip balm phone case – it once was THE phone case to have and if you didn’t have it, you simply weren’t trendy.

But how much the brand is loved for its products over its hype is questionable – is Rhode actually good? And how did it become so huge?

Rhode is founded by Hailey Bieber (yes, Justin’s wife)

View this post on Instagram

Most Read

The best 20 unis in the UK right now, according to the new Complete University Guide

OnlyFans releases stern statement as it DEACTIVATES Bonnie Blue’s account for defiant reason

22-year-old who did vile stunt with Bonnie Blue says she’s ‘traumatised’ and needs therapy

A post shared by Hailey Rhode Bieber (@haileybieber)

Creatively led by Hailey Bieber, Rhode was originally a skincare brand, but is now infiltrating the beauty scene too. It’s actually named after her middle name, Rhode, and launched in 2022.

A huge portion of the company’s success has been amounted to Hailey and her own brand. She’s got over 55 million followers on Instagram alone and a huge influence over her and Justin’s fans, which undoubtedly helped the brand blow up. Plus, having pals like Kendall Jenner use her Rhode lipgloss holder phone case ay have helped a bit. Molly Mae is another girly influencer who hopped on the trend too.

But Hailey has also been praised for how she’s grown the business – celebrity or not, she’s used her platform well. She heavily promoted the brand on her social media, using products for get ready with mes, behind the scenes videos and skin prep content.

The ‘glazed donut’ effect

@daisyherriott

the @rhode skin glazing milk has taken the top spot in my fave skincare products

♬ girls need love – champangemami

Hailey’s skin has long been lusted after and compared to a dewey “glazed donut” by online users. And who doesn’t want fresh donut gloss skin? She was already the ideal ambassador for the brand, but the popularity of the “glazeddonutskin” hashtag grew the brand’s popularity even further.

And like any good business woman, Hailey coined the term and positioned her Peptide Glazing Fluid as the product to get that look at home. She literally invented an aesthetic.

It’s painfully aesthetic

View this post on Instagram

A post shared by rhode skin (@rhode)

As if all that weren’t enough, Rhode’s packaging is minimalist. It’s simple, modern, and clean. And don’t even get me started on the marketing.

Rhode was actually sent to micro influencers across TikTok and YouTube early on, where a seed of intrigue was planted and it got a buzz going. Drops were limited, meaning it felt like an exclusive club you had to try hard to get into, all which fed into the intrigue and brand image.

Not only that but its teamed up with some seriously hot celebs to promote the brand. Harris Dickinson? Yes please.

But actually how good is the brand?

Despite some considering it just another viral trend, Rhode has been praised a lot for its good ingredients and results. People say it uses effective, skin friendly formulas and gives real results. It’s also been compared to big name brands like Drunk Elephant and Summer Fridays, but at a cheaper price.

And unlike other celeb brands Rhode was co-created with dermatologists like Dr. Dhaval Bhanusali. People love to know they’re buying something that actually seems to be research backed. What a nice change!

Featured image via Instagram @haileybieber and TikTok @rhode