More often than not, the celebrity beauty brand space is a “hit-or-miss” – but, what Hailey Bieber has achieved with the Rhode skincare line has touted it as a must-have ‘HOT’ commodity. Being an ‘IT product’ and staying in that space for the long haul is entirely different. However, Rhode Skin by American model and socialite Hailey Rhode Bieber is one of those brands that has people hooked ever since its inception.
Rhode – Launch & Signature Products
The 27-year-old model turned businesswoman launched her brand, Rhode on June 15, 2022. Initially, Mrs. Bieber’s brand rolled out three products including the Peptide Glazing Fluid, the Barrier Restore Cream, and the Peptide Lip Treatment.
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For Hailey Bieber, who is known to have naturally amazing skin, hydration is key for achieving smooth and glazy donut-like skin. Her dream to introduce people to effective products that are not big on pricing was achieved through Rhode.
Rhode has attained that affordable side (a great USP besides the PR and marketing) in the biz that most celebrity-owned brands find hard to achieve. Rhode’s Peptide Lip Treatment became one of the brand’s best-selling products, making them come up with a limited-edition strawberry glaze edition at Krispy Kreme in NYC.
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Not just skin care, Rhode’s trademark was filed to create a line that included makeup, hair products, and fragrances to name a few.
Bridging the gap between Makeup and Skincare
Rhode made their first foray into the makeup space with colourful versions of the viral Peptide Lip Treatment in four shades. Bieber launched her new Blush product, the Pocket Blush at a store in New York in June 2024. With huge queues lining up to get their hands on the products, the lightweight blushes were introduced in six shades and were the brand’s first IRL beauty experience.
Dubbed as on-the-go cream blush, the Pocket Blush focuses on hydration and aims to give baby-soft cheeks with a glowy finish without leaving a greasy feel.
Competitive Space
The celebrity-founded skincare and makeup brands saw a huge influx after celebrities like Kylie Jenner, Kim Kardashian, Rihanna, Ariana Grande, Selena Gomez, and Hailey Bieber added their creative touch. The COVID-19 pandemic also played a major role.
Rhode Skin v. Rare Beauty v. Fenty Beauty
Putting aside the feud, it is worth keeping in mind that Rhode Skin, Rare Beauty and Fenty Beauty focus on different categories and cater to different audiences, the brands are still worth comparing. These brands have made their names in the biz in terms of sustainability, pricing, authenticity, packaging, performance, and marketing.
- Rhode: Skincare – Affordable – Caters to all – Minimal
- Rare Beauty: Makeup – Affordable – Caters to all – Colourful
- Fenty Beauty: Makeup – Luxury – Pricey – Caters to darker skin tone
Everybody loves flushy blushes and Rhode has achieved that. With a lightweight formula, the Pocket Blush hydrates the skin giving a seamless look. Rare Beauty and Fenty Beauty blush products, on the other hand, offer many different shades, catering to a more diverse audience worldwide. Rare Beauty and Fenty Beauty are also available in stores, whereas Rhode sells its products online in the United States, United Kingdom, Canada, France, Italy, Germany, Ireland, and Spain, with no physical locations.
Although Hailey Bieber’s skincare brand is just an extension of her, her success in Rhode is commendable. With Rhode, she has hit the nail right as all the hydration and moisture-loving people are obsessed.
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