The Rhode Report
Quite literally anyone who knows me is well aware of my love for Rhode, Hailey Bieber’s skincare brand. I own nearly every product and limited-edition drop, repurchase items regularly, and tell just about anyone who will listen how much the brand actually lives up to its celebrity persona. Rhode might have even caught on to my habits, because they sent me a PR package over the summer to commemorate their seasonal launch.
I first tried Rhode in 2022 because, like many others, I’ve always kept up with and admired Hailey Bieber for her personal style, taste, and overall aesthetic. She had already established a chic, effortless, and elevated sense of style that she’s translated remarkably well into the skincare world. The brand perfectly captures her vibe, allowing her to create and capitalize on her passions in an authentic way.
Celebrity brands are essentially about giving the celebrity in question the benefit of the doubt with the initial purchase, but after that, it’s all about the products themselves. (Trust me, I’ve spent money on celeb brands and regretted it.) I speak for possibly millions of people when I say that Rhode is all that. The brand is built on pillars of simplicity, authenticity, quality, and transparency, qualities I believe attract so many customers. Not to mention, the price point is excellent for the quality, especially for a college student like me who repurchases the products frequently.
Rhode has a very minimal assortment of products, including six skincare items — a daily cleanser, facial essence, gel serum, daily moisturizer, moisture balm, and hydrating face spray — two cosmetic products, a blush and a lip liner, and two lip products, a peptide lip treatment and a lip tint. Each product serves a specific, clear-cut purpose and fits seamlessly into a simple, effortless routine. Even the cosmetic products are formulated with skin-enhancing benefits, aligning with Rhode’s skincare-focused philosophy.
I enjoy Rhode’s lineup because each product is straightforward, simple, and effective. Nearly every item mentioned above is part of my daily routine, and together they take no more than ten minutes to apply. This is perfect for my on-the-go schedule with classes and other activities. I also like to keep a few of the travel-sized products in my bag, especially the Glazing Mist, since it instantly hydrates my skin. I loved having it with me at the beach this summer for a quick refresh.
This week, on Oct. 9, Rhode is launching eye patches, Peptide Eye Prep, that target under-eye puffiness and brighten and hydrate to reduce dark circles and fine lines. Peptide, a key ingredient in most of their products, will benefit the under-eye area to achieve the “bright” look previously mentioned. I look forward to testing out this product!
Beyond skincare and cosmetic products, Rhode has proven to be quite innovative in its field, most notably with the release of the Lip Case, a phone case designed to hold their lip products and the first of its kind in the beauty realm. It is both convenient and cute, and I absolutely love mine.
Recently sold to e.l.f. Beauty for $1 billion after just three years in business, Rhode’s popularity can largely be attributed to how heavily Hailey Bieber is involved in the company’s branding. She serves as the face of nearly every campaign and remains a dominant creative force even after selling the brand.
The campaigns themselves are also iconic and consistently aesthetically pleasing — some of my favorites being Harris Dickinson for the Glazing Mist, Tate McRae for the Peptide Lip Shape, Claudia Schiffer for the Barrier Butter, and Alex Consani for the Pocket Blush.
To be perfectly honest, the skincare products have helped me maintain my ideal skin texture and appearance over time, and the cosmetic products have become an essential part of my daily routine. Rhode also has its own Skincare Advisory Board, “comprised of renowned experts in chemistry and dermatology,” including Dr. Ron Robinson, an award-winning cosmetic chemist and pioneer in product development for various beauty brands. Another member, Dr. Dhaval Bhanusali, is a leading dermatologist in the skincare industry.
I often find myself recommending Rhode because I’m very particular about skincare ingredients. I always read labels before purchasing and base my decisions on what I find there. Rhode is exceptionally transparent about what’s in each of their products, even going so far as to list all ingredients on their website and their explicit benefits.
Everyone’s skin is different, and I’m not trying to convince anyone that Rhode or any skincare brand will transform their skin. However, I do believe this brand is worth trying out.
“The philosophy that I came up with is one of everything really good, meaning we want to make the best formula we can for this one serum and the best formula we can for this one moisturizer so that when you start accumulating everything in your bathroom, it’s very edited and chic,” Bieber says. “That’s how I look at my style, too. Having one of everything really good is a concept that I stick to in the way that I dress, like a great leather jacket, a great coat, a great pair of jeans. You can have the curated, edited basics and stick with that and keep going back to that. - Hailey Bieber
Before Rhode’s launch at Sephora (US and Canada) in early September — Sephora’s biggest launch to date, the brand operated solely through its online website, shipping orders to customers around the world. However, Rhode built engagement and community with its customers before hitting the shelves by hosting pop-ups in major cities like New York City and Los Angeles, allowing customers to experience the “world of Rhode” in person and try out the products. These events were timed around product launches and featured exclusive treats and items, creating a true experience for customers to enjoy.
Recently, the brand hosted the “Rhode Summer Club” at Beach Club Gran Folies in Mallorca, Spain, this summer. The brand collaborated with the hotel to celebrate the launch of their seasonal summer drop “by offering an experience complete with exclusive Rhode sun loungers, towels, ice cream treats, beach inflatables, and more.”
These immersive experiences have been hugely successful for the brand, building lasting customer loyalty and strong financial results.
To expand more on the brand’s statistically-backed success, Rhode has frequently marketed its items as “limited edition,” creating a sense of urgency for customers to purchase them. For example, this summer the brand released a new shade of its Peptide Lip Tint, Lemontini, through a Euro-tropical beach campaign featuring Bieber as the star, sipping drinks and dressed in lemon yellow. The product was promoted as limited edition without stating how long it would be available or whether it would return in the future.
Naturally, on launch day, the Rhode site crashed as customers were put into an online queue when they rushed to buy the product. Seasonal launches like this one are incredibly successful and marketed so effectively that many find it hard to resist making a purchase. See examples below.
*As of Oct. 5, the lip product is still available on their website.
My reasons for being a loyal Rhode customer can be consolidated into three areas…
Aesthetic - the brand is effortlessly visually appealing and never fails to catch my eye.
Accessibility - its ideal price point makes it convenient to repurchase consistently.
Authenticity - the brand is transparent in every regard, allowing me to feel good about what I put on my skin.
My Rhode Recommendations ❤︎
Each product is included in my daily routine + now available at Sephora!
1. Glazing Milk
2. Barrier Butter
3. Pocket Blush - my favorites are ‘tan line’ and ‘sprinkle’
4. Pineapple Refresh Daily Cleanser
5. Peptide Lip Tint in 'Salty Tan'
6. Peptide Lip Treatment in 'Salted Caramel'
*All images unless otherwise noted are courtesy of Rhode.
Thank you for reading!
- Lily
I better see you write for a magazine in NYC, you are terrific
If Hailey sees this, she will probably want you to write all of their ad-copy! Even the article itself delivers on your three "A" areas.