Hailey Bieber’s Rhode Marketing Strategy

Hailey Bieber launched Rhode in June 2022, which is now valued at $1.44 billion. Hailey Bieber, often called the modern marketing queen, knows exactly how to blend beauty with experience. From bath bombs with secret skincare to limited edition phone cases, she’s shown that building a brand isn’t just about great products — it’s about how you choose to present them. And in that arena, no one’s doing it quite like her.

When Rhode dropped their Pineapple Refresh Cleanser, they sent over surprise packages to influencers; it wasn’t just another skincare drop — it was an experience. Inside was a sleek calendar featuring Hailey, looking radiant as always, and something unexpected: a bath bomb the size of a grapefruit, embossed with the words “Dissolve Me.” It was heavy, luxurious, and undeniably on-brand.

The excitement didn’t stop there. As the bath bomb hit the water, fizzing into a swirl of pastels, something curious happened — a small hole appeared on its side, revealing a hidden treasure: Rhode’s Pineapple Refresh Cleanser. It was a moment straight out of a beauty lover’s dream.

This wasn’t just product placement; it was storytelling. To learn from the best, let’s dive in more in-depth.

Packaging, Product Development & Community Involvement

When it comes to product development, ingredients and packaging were at the forefront of Hailey’s mind. The minimalist, clean girl aesthetic of the packaging wasn’t just trendy — it was strategic.

• Package design became a visual selling feature.
• Rhode capitalized on trends while aligning with their brand customers.

During development, Rhode sends out product samples to influencers for testing and feedback. This not only helps them perfect their products but also builds emotional connections with customers, making them feel part of the Rhode journey.

Rhode has redefined beauty marketing, seamlessly blending product innovation with strategic storytelling. A prime example is the Rhode phone case, designed to hold the brand’s Peptide Lip Treatment. This unique accessory, teased on social media, sold out within 25 minutes of its release, leaving fans eager for restocks .

Rhode’s packaging strategy extends beyond traditional product containers. By integrating fun and functional elements—like the lip balm-holding phone case—into their offerings, they create buzz and deepen customer engagement. This approach not only enhances user experience but also turns everyday items into conversation starters.

Rhode’s Creative Experiential Marketing

People beg to stand in Hailey Bieber’s Rhode pop-up lines, and honestly, the marketing is genius. When Hailey Bieber’s Rhode Beauty brand had pop-ups, they ran into a major problem: people waiting in line for hours. Now, most brands would freak out at this point. But Hailey? She turned it into marketing gold.

First move: aesthetic Road-branded water bottles for everyone in line. Social media posts started flooding in.

Then came:

• Free coffee and hot chocolate in branded cups.
• More Instagram stories followed.

But the real masterstroke? Those famous Rhode cinnamon buns being handed out along the queue.

The results?
Waiting in Rhode lines became a TikTok trend. People weren’t just sharing the products anymore; they were sharing their entire Rhode line experience. Hailey didn’t just solve her queue problem. She created a whole new marketing channel. Now, Gen Z doesn’t think there’s a wait. They think it’s a chance to experience an exclusive Hailey Bieber sighting and something they can’t wait to show off.

Rhode Marketing Strategy

The foundation for Rhode marketing strategy was already solid, and from there, the team built strong audience connections.

Marketing channels they focus on:

• Influencer marketing: They use mid-tier and micro-influencers with cult followings on TikTok and Instagram. These creators post casual, authentic product reviews, unboxings, and GRWM (Get Ready With Me) videos that rack up millions of views. Rhode unboxings alone generate 5M+ views.

• On social media, from Hailey’s personal YouTube to Rhode’s TikTok, engagement is higher than competitors. They lean on marketing pillars like:
  • Skincare education
  • Lifestyle content
  • User-generated content
  • Behind-the-scenes

• Constant posting on stories, reels, TikTok: There isn’t a single Rhode story Hailey Bieber doesn’t repost on her story. That constant resharing — whether it’s unboxings, reviews, or GRWM clips — paired with nonstop posting on Stories, Reels, and TikTok keeps the brand top of mind. It also expands their reach, tapping into new audiences through boosted posts and strategic ads. It’s smart, consistent, and exactly how modern brand-building works in 2025.

• Pop-up experiences are another strength. Like at Coachella, Rhode offered free lip tints to anyone who took a photo in their booth. The result? Positive memories, emotional connections, and a stronger community.
  
• Press coverage matters too. Every time Hailey speaks at events like Forbes 30 Under 30, it’s additional coverage for the brand.
  
• Collaborations: Rhode nailed it with their Strawberry Glaze collab with Krispy Kreme, complete with a customized red Corvette. They teased the campaign for 8 days, racked up 120,000 likes on the first post alone, and launched with billboards in Times Square.

Why Rhode Stays Strong Despite Controversies

Now, let’s address it — Rhode has faced drama. A clothing brand named Rhode was already in business for nine years and filed a trademark infringement lawsuit. A judge ruled Hailey could continue using the name. And despite it, customers stayed loyal. Why?

Because:

• Hailey already had a loyal fan base.
• People trusted her personal brand — so they trusted Rhode.
• Influencers recommending the brand added credibility.

Even when TikTok and YouTube reviews complained about product quality, customers still swore by Road. Why? Because it’s not just about skincare — it’s about what it means to own Rhode.

Caught up in influencer culture, for many customers, even having the product for an aesthetic Rhode story post mattered.

The Hailey-Selena drama? Didn’t dent Rhode’s community. Because when you’re selling a lifestyle, customers aren’t always focused on product perfection. They’re invested in what it says about them to be part of the world of Rhode.