Influencer Driven Brands: How Hailey Bieber's Rhode became a billion-dollar brand

In just a few short years, Hailey Bieber went from beauty muse to beauty mogul. What started in 2022 as a minimalist skincare line has now become a billion-dollar brand. She sent the beauty world buzzing with the news: e.l.f. Beauty has officially acquired Rhode. So, how did a small product line known for its dewy lip glaze and “glazed donut” skin aesthetic transform into one of the most desired skincare brands on the planet? And how did Hailey use media as an advantage? Let’s break it down.


The Birth of Rhode

When Hailey Bieber launched Rhode in 2022, she wasn’t just slapping her name on a product. She entered the skincare scene with a clear aesthetic, tight product curation, and a strong brand philosophy: simple, effective, and sensorial skincare. The brand’s soft gray packaging, clean formulas, and viral marketing immediately stood out in an industry saturated with celebrity beauty lines. Rhode didn’t try to be everything for everyone; it focused on a few high-performing products with high visual appeal. This strategy paid off fast.

Hailey’s iconic “glazed donut” skin look became Rhode’s signature aesthetic. It wasn’t just a look; it was a movement. TikTok exploded with GRWMs, reviews, and unboxings. The Peptide Lip Treatment and Barrier Restore Cream became instant bestsellers. But Rhode didn’t just ride the wave of influencer buzz. It created the wave. With smart drops, waitlists, and limited launches, Rhode used hype culture and scarcity to build intense demand. And because the products actually worked (and were backed by dermatologists), customers came back for more.

Hailey positioned Rhode as ingredient-conscious, affordable-luxury, and transparent. And most importantly, she stayed actively involved. From detailed product videos to personal skincare breakdowns, Hailey didn’t just promote Rhode, she embodied it. The brand’s clean aesthetic, soft-glam visuals, and consistent messaging helped build a deep sense of trust and identity among customers.


The e.l.f. Acquisition

In a bold and strategic move, e.l.f. Beauty, the drugstore giant known for affordable innovation, acquired Rhode for $1.1 billion. A deal that shook the beauty world in June 2025. This acquisition signals something bigger than just a brand buyout. Celebrity brands are maturing into serious, scalable companies. Hailey Bieber has proven that influencer-driven skincare can compete with and outperform legacy brands. E.l.f. now owns a premium-tier, Gen Z-favorite label that complements its mass-market empire. With e.l.f.’s resources and retail power, Rhode is expected to expand globally, enter major stores like Ulta and Target, and potentially launch in color cosmetics.

With e.l.f.’s acquisition, Rhode now has the distribution, funding, and infrastructure to scale globally, expand into new categories, and become a staple in Gen Z and Millennial routines. From “cool girl skincare” to a powerhouse beauty brand, Rhode’s journey is just beginning. Hailey Bieber didn’t just build a beauty brand, she built a billion-dollar vision. And she did it with more purpose and a deep understanding of what today’s beauty lovers actually want.


Media didn't just support, it built Rhode

Media is at the core of Rhode’s success. They used social media as the launchpad with platforms like TikTok and Instagram replacing traditional ads that cost millions. Product showcases were done with trendy “Get Ready With Me” videos. Where creators posted honest reactions were user review hubs. Buzz builders were done through Hailey’s personal posts and influencer collabs.

Hailey was Rhode’s best media asset. Not just the founder. Every photo, Vogue interview, red carpet look, and GRWM video became free PR for the brand. Her face was the campaign. Through owned media (her social channels) and earned media (press coverage, influencer shoutouts, product waitlists), Hailey leveraged her visibility to keep Rhode constantly in conversation without spending big on ads.

Instead of over-saturating the market with paid celebrity endorsements, Rhode used strategic influencer partnerships with: Micro-influencers for credibility and niche audiences, Skincare TikTokers who value ingredient transparency, and Makeup artists and beauty creators who integrated Rhode naturally into their content. This gave Rhode authenticity and access to beauty communities that trust peer-to-peer recommendations more than billboards. The brand also utilized media buzz to build product scarcity; waitlists for product restocks, “Sold out again” headlines, and launch countdowns + teaser videos.


Rhode mastered visual branding that matched the curated, “clean girl” aesthetic. People weren’t just buying skincare, they were buying into a lifestyle. Rhode became a case study in how to launch and scale a beauty brand using media instead of traditional marketing.


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