How Hailey Bieber’s Rhode Built a Billion-Dollar Beauty Brand in Three Years with Bold Branding

In early 2025, a Rhode billboard along the route to Coachella caught attention with its unconventional design: a powder pink background, hot pink text, and multicolored daisies. This departure from Rhode’s signature visual identity—defined by subtle Swiss minimalism, cool grays, white, and boxy sans serifs—hinted at something new. The billboard’s tagline, “See you down the Rhode,” teased an upcoming product launch tied to the brand’s festival activation, Rhode World.

The launch centered on “spotwear”: pimple patches and banana peel eye patches developed in partnership with Justin Bieber, Hailey Bieber’s husband and a performer at Coachella. While the products were not yet available, Rhode’s festival activation and subsequent online release ensured maximum visibility. Even without a multi-tiered wristband for Rhode’s exclusive house party, fans could still engage with the brand’s latest offerings. The message was clear: all roads lead to Rhode.

From DTC to Billion-Dollar Acquisition in Three Years

This meticulous, 360-degree approach to branding has been the cornerstone of Rhode’s rapid success. Founded in 2022 as a direct-to-consumer (DTC) brand, Rhode was acquired by E.l.f. Cosmetics in 2025 for a reported billion-dollar valuation. The brand’s aesthetic refinement and aspirational positioning—reinforced by its editorial campaigns and carefully curated visual identity—have set it apart in the crowded beauty market.

Rhode’s marketing strategy leverages high-profile talent, often tapping into cultural conversations. Recent campaigns have featured stars like Sarah Pidgeon from FX’s *Love Story* and Harris Dickinson in his viral *Babygirl* moment. This blend of advertorial and brand entertainment has proven effective, mirroring the playbooks of brands like Skims, Gap, and J.Crew—but with a beauty twist.

Beyond Beauty: Rhode as a Lifestyle Brand

Unlike traditional beauty brands, Rhode does not rely on conventional marketing tactics. Instead, it positions itself as a lifestyle brand with limitless expansion potential. Hailey Bieber, co-founder and creative force behind Rhode, emphasizes an editorial, fashion-first approach in all campaigns.

“I’ve always approached our marketing and campaigns through a very editorial, fashion-first lens, which helped Rhode stand out early on,” Bieber tells Fast Company. “It’s never been about following a traditional beauty playbook; it’s about what feels organic to me and the aesthetic I’m naturally drawn to.”

Bieber’s personal aesthetic and instincts drive the brand’s direction, from campaign themes to talent collaborations. “From our campaigns to the talent we work with, it all comes from a genuine place of what I’m excited by in the moment,” she says. “More than anything, I think our success comes from the world we’ve built around the brand.”

“I hesitate to call it a ‘lifestyle’ because it’s really an extension of my own world, something we’re inviting people into through Rhode.”

With its recent product launches and bold marketing moves, Rhode is not just selling skincare—it’s selling an experience, a community, and a cultural moment.

Key Takeaways:

• Rapid Growth: Rhode launched in 2022 and was acquired by E.l.f. Cosmetics in 2025 for a reported billion-dollar valuation.
• Brand Identity: The brand blends Swiss minimalism with bold, editorial marketing to stand out in the beauty industry.
• Lifestyle Positioning: Rhode avoids traditional beauty marketing, instead positioning itself as a lifestyle brand with cultural relevance.
• Collaborations: High-profile partnerships, including with Justin Bieber, and talent like Sarah Pidgeon and Harris Dickinson, drive brand visibility.
• Expansion Strategy: Rhode’s recent “spotwear” launch and festival activations signal a shift toward broader lifestyle branding.