Hailey Bieber has long been admired as a fashion icon, model, and influential public figure. From gracing international magazine covers to setting trends on red carpets, she has carved out her place among the most recognizable faces in the world. But in 2022, Hailey added a new dimension to her career: beauty entrepreneur. With the launch of her skincare brand, Rhode, she transitioned from trendsetter to tastemaker in the billion-dollar skincare industry. In just a short period of time, Rhode has become one of the most talked-about and fastest-growing beauty brands, praised for its simplicity, effectiveness, and affordability. Hailey’s ability to transform her personal passion for skincare into a global empire has made Rhode the hottest beauty brand of the year.
For years, Hailey’s glowing complexion was one of her most defining features. Fans often speculated about her skincare routine, eager to replicate her signature “glazed donut skin” — a term she coined to describe a radiant, dewy, and hydrated look. Rather than gatekeeping her approach, Hailey decided to channel her knowledge and love for skincare into a brand that could bring her philosophy to life. The result was Rhode, a company named after her middle name, which quickly became synonymous with healthy, glowing skin.
What sets Rhode apart in a crowded beauty landscape is its focus on essentials. Unlike many celebrity brands that launch with dozens of products, Rhode began with a tight, curated lineup. This strategy reflected Hailey’s own minimalist approach to skincare: prioritize quality over quantity. The initial offerings included a peptide glazing fluid, a barrier-restoring cream, and a range of peptide lip treatments. Each product was designed with hydration and barrier health at the forefront, aligning with Hailey’s personal philosophy that great skin starts with a healthy foundation.
Hailey also understood the importance of accessibility. While luxury skincare often carries an intimidating price tag, Rhode products were deliberately priced to be attainable for a wide audience. This combination of thoughtful formulations, sleek packaging, and affordability made Rhode an instant hit. Products consistently sold out within hours of launch, and waiting lists grew by the thousands, with customers eager to get their hands on Hailey’s creations.
The brand’s success is not just about the products themselves but also about the way Hailey has positioned Rhode. She has built a brand identity rooted in authenticity, sharing her own skincare journey with transparency. From speaking openly about her struggles with dryness and sensitivity to showing behind-the-scenes glimpses of product development, Hailey has cultivated trust. In an era where consumers are increasingly skeptical of celebrity endorsements, her approach feels genuine, and that authenticity resonates deeply with her audience.
Marketing has also played a crucial role in Rhode’s rapid rise. Rather than relying solely on traditional advertising, Hailey leaned into social media, leveraging her massive following across platforms like Instagram and TikTok. She posted videos of her daily skincare routine using Rhode, often barefaced and candid, which gave the brand an approachable, relatable edge. Fans felt like they were part of her journey, not just consumers of her products. This grassroots, influencer-driven approach has made Rhode a staple in online skincare conversations, fueling its viral momentum.
Another key to Rhode’s success lies in its focus on community. Hailey and her team have positioned the brand as more than just a line of skincare products; it’s a lifestyle movement built around self-care and confidence. Through interactive content, customer feedback, and constant engagement, Rhode has created a loyal fanbase. Customers don’t just buy products; they become part of the Rhode community, proudly sharing their own “glazed skin” selfies online. This sense of belonging has helped Rhode transcend being just another beauty label and instead become a cultural phenomenon.
Hailey’s business savvy is also evident in her strategic partnerships and expansion plans. While Rhode began as a direct-to-consumer brand available online, it has quickly expanded into retail partnerships, making the products even more accessible worldwide. The brand’s carefully orchestrated launches, often teased for weeks in advance, build anticipation and ensure that every drop feels like an event. This scarcity-driven model not only creates buzz but also reinforces the brand’s prestige, even at an accessible price point.
The packaging itself reflects Hailey’s modern aesthetic: sleek, neutral, and minimalist. Rhode products look as good on a bathroom shelf as they feel on the skin, aligning with the Instagram-friendly culture of beauty today. This attention to detail has positioned Rhode as not just a skincare brand but also a lifestyle accessory, blurring the line between beauty and fashion in a way that perfectly complements Hailey’s own identity.
What truly makes Rhode stand out, however, is the results. Customers rave about the hydrating power of the peptide glazing fluid and the buttery smoothness of the lip treatments. The barrier-restoring cream has become a staple for those with sensitive or compromised skin, praised for its gentle yet effective formula. Reviews consistently highlight not just the aesthetic appeal of the brand but the genuine effectiveness of its products, which has helped solidify Rhode’s reputation as more than just a celebrity vanity project.
Hailey’s influence as a beauty entrepreneur has already begun to reshape industry expectations. In a market saturated with celebrity launches, Rhode has proven that success requires more than a famous face. It demands vision, quality, and authenticity. Hailey’s hands-on approach, from conceptualizing formulas to designing campaigns, has set Rhode apart as a serious player in skincare.
Looking ahead, Rhode shows no signs of slowing down. With new product launches on the horizon, international expansion in progress, and a dedicated customer base continuing to grow, the brand is poised to dominate the beauty industry for years to come. Hailey has expressed her desire to keep Rhode focused on skincare essentials rather than oversaturating with endless products, which suggests a thoughtful, long-term strategy rather than a fleeting trend.
Hailey Bieber’s evolution from model to entrepreneur illustrates the power of leveraging personal passion into a thriving business. She has taken her love of skincare, paired it with smart branding and genuine authenticity, and built a company that is not only successful but also culturally relevant. In doing so, she has redefined what it means to be a celebrity beauty founder, proving that with the right vision, a brand can transcend hype and become a true industry leader.
Rhode’s meteoric rise is more than just a business success story; it’s a cultural moment. Hailey’s brand has captured the zeitgeist of a generation that values authenticity, simplicity, and inclusivity. By focusing on real results and building trust with her audience, she has created a skincare empire that feels less like a company and more like a movement. For fans and consumers alike, Rhode is not just a product line — it’s a symbol of the modern beauty ideal: healthy, radiant, and effortlessly chic.
Hailey Bieber has always been known for her impeccable style and glowing skin, but with Rhode, she has turned those personal trademarks into a thriving business empire. As the brand continues to dominate headlines and sell out products, one thing is clear: Rhode isn’t just the hottest beauty brand of the year — it is shaping the future of skincare.
