Hailey Bieber launched her beauty empire, “Rhode” in 2022. Having joined an already overcrowded field of celebrity brands, Bieber had to find a way to stand out among the crowd. Through her genius marketing strategies and brand tactics, Rhode has grown to a billion-dollar powerhouse, taking over the modern beauty industry.
Just last week, Rhode made its greatest jump yet, launching in Sephora throughout the U.S. and Canada. On September 4, 2025 in Sephora Times Square, the flagship launch brought hundreds of eager shoppers to the doors upon opening. Customers were buzzing with excitement for the opportunity to test products and pose in branded photos. Previously, Rhode has had difficulties ensuring global access to their products. Sami Conrad, a traveller from Rotorua, New Zealand, touches on her eagerness over their increased accessibility. “Nobody at home has Rhode because it costs so much money to ship it.” Nilakshni Karunasegaram, another visitor from Switzerland, voiced her love of the brand and admiration for Mrs. Bieber, “I love her. I follow her on social media.”
Rhode has set itself apart through its integration into Bieber’s already iconic image. Her infamous “glazed donut skin” has become a viral beauty tool and branding strategy, taking social media by storm. Rhode has taken major advantage of the rise of social media, especially through Instagram and Tiktok. “Get ready with me” videos and posts featuring the aesthetically pleasing Rhode packaging and positive product reviews further expand Rhode’s outreach.
Rhode is not only known for its marketing quality, but their excellent product reviews have shone above the rest, with consistent rave reviews from influencers and civilians alike. Products such as the Peptide Glazing Fluid have turned into viral sensations for their results. While other, more creative launches, such as the phone case designed to hold a Rhode lip balm, have earned equal popularity.
The brand’s innovation caught the attention of E.l.f. Beauty, one of the most expansive companies in the beauty industry. E.l.f. recently noticed a 30 percent decrease in income due to recent tariff expenses, yet despite these challenges chose to purchase Rhode for $1 billion. CEO Tarang Amin is confident in Rhode’s ability to promote growth, and emphasizes the importance of Bieber’s involvement in the company. “Rhode is her main job,” he emphasized in an interview, highlighting Bieber’s hands-on role in building her brand image.
For Rhode, the launch in Sephora is both a symbol of its current success, and its possibility for future growth. With its blend of style, quality, and star power, Rhode has turned into a product that is yet to be beaten
