Rhode: More Than Skin Deep, It's a Lifestyle

The Rise of Rhode in the Beauty World

Let’s start with the obvious: there’s no shortage of celebrity skincare brands. In fact, the market is saturated. Many brands pop up quickly, only to disappear just as fast. So when Hailey Bieber launched Rhode, I brushed it off as yet another A-list venture. However, something about Rhode made it different. It didn't just survive; it thrived. More than a skincare brand, Rhode transformed into a lifestyle.

It became a vibe, a look, and a way of life. I have thoughts on why this happened.

Hailey’s Signature Style

Hailey herself radiates that “girl next door” energy. Think minimal makeup, a slicked-back bun, and an oversized leather jacket. It all feels effortlessly cool. With Rhode, she bottled this aesthetic, both literally and figuratively. Dewy skin wasn’t new, but when Hailey dubbed it “glazed donut skin,” it reached iconic status. While it’s funny — nobody’s skin should resemble a pastry! — it showcased how powerful branding can be.

The clean look of Rhode’s aesthetic works. It’s modern but also simple enough to feel attainable. You won’t find a 20-step routine or complex ingredients that are hard to pronounce. Instead, Rhode kept it straightforward: peptide lip treatments, barrier restore creams, and glazing milk. All the products are beautifully packaged, neutrally branded, and promise effortlessly perfect skin. Yet, here’s the kicker: simplicity can be deceiving.

Effortless, or Just Curated?

This type of simplicity isn’t really simple at all. Behind it lies a curated presentation. Rhode’s minimalist approach is smart but not groundbreaking. Instead of overwhelming consumers, it created hype around its select offerings. Each launch feels exclusive. If you miss it, there's a sense of FOMO built into the brand’s ethos.

What interests me is how minimalism extends beyond products and into the brand's language. The soft-focus ads, monochrome packaging, and soothing tutorials on social media create a cohesive narrative. It feels like the clean girl aesthetic encapsulated in a product. However, you know this is not just Hailey picking out colors and whipping up lip balm. It's a strategic machine designed to make “effortless” look luxurious.

The Intersection of Beauty and Lifestyle

The Phone Case Era: Beauty as a Lifestyle Flex

The moment I realized Rhode was no longer just a skincare brand was when they launched a phone case designed to hold a lip treatment. At first, it seemed absurd. But soon, it became apparent that this was a clever move to seize virality. Suddenly, Rhode transcended skincare. It became part of your routine and daily carry.

The lip balm transformed into an accessory. Forget the fact that many of us misplace lip balms weekly. Now, it could be stylishly holstered to your phone.

While this concept is innovative, it feels unnerving how seamlessly Rhode turned a practical item into a branding opportunity. It’s lifestyle creep in action. One minute you're purchasing moisturizer; the next, your phone case has become part of the Rhode narrative.

Marketing Strategies and Collaborations

Sensory Marketing and Brand Activations

Rhode’s marketing initiatives are crafted for sensory engagement. The sleek packaging offers tactile satisfaction, while scents evoke emotions. Each detail is designed to create an immersive experience. Pop-up events and limited-edition releases enrich this marketing approach. They provide consumers with tangible interactions that transcend online shopping.

Consider the Strawberry Glaze Lip Treatment, part of the Krispy Kreme collaboration. On the surface, it feels nostalgic and playful. But it also seems like a calculated marketing strategy designed to drive emotional engagement. Rhode capitalizes on internet culture and aesthetic trends while staying just shy of overt commercialization.

Where is the line drawn between cultural relevance and excessive branding?

The Rhode Community: A Memorable Experience

Rhode’s evolution from skincare to lifestyle brand showcases successful strategic branding and innovative product design. The brand aligns closely with Hailey Bieber's image and leverages cultural currents. This has established a model that many brands aspire to follow. As Rhode continues to grow, its impact on the beauty industry and consumer culture will likely increase.

There’s no denying the community Rhode has built. People eagerly share their “Rhode routines.” They attend pop-up events and collect products as if they were collectibles. The messaging promotes self-care, confidence, and authenticity. This resonates deeply with a demographic that seeks more than mere skincare.

Despite this, I often hear discussions about the aesthetic and packaging rather than product results. Yes, the products perform well, but is Rhode’s success founded on efficacy, or is it about belonging to something trendy?

What Does Skincare Mean Today?

Skincare has always harbored an aspirational quality. However, Rhode presents it in a distinctly Gen Z manner. Instead of being expensive and exclusive, it’s accessible and shareable. When you purchase Rhode, you buy into a lifestyle that presents a prettier, glossier version of reality. This aesthetic is perfect for social media feeds.

Yet, it’s essential to understand this branding for what it is. Rhode succeeds as both an emotional marketing venture and a lifestyle brand built on aesthetics.

To Wrap It Up

Rhode’s journey from a skincare startup to a lifestyle powerhouse is impressive. It serves as a case study in effective branding. But it also warns us about how easy it is to be sold on ideas disguised as products. Simplicity, glow, and effortless beauty are as much about emotions as they are about skincare benefits.

So, do I like Rhode? Yes.

Do I use it every day? No.

Do I respect the branding? Absolutely.

However, I think we should consider our purchases carefully before we fall for the next limited drop simply because it matches our outfits. At the end of the day, good skincare should do more than just look beautiful on a shelf or in a selfie. If Rhode continues to blur the lines between self-care and lifestyle branding, we might need to ask ourselves: are we buying skincare or just another perfectly packaged identity?

Love,

Rae