Glazed and Confident: A Case Study on Rhode's Marketing Masterclass

In the crowded world of celebrity beauty brands, rhode, founded by Hailey Bieber, has managed to do more than just survive—it has thrived. Far from a simple celebrity endorsement, rhode has become a masterclass in modern digital marketing strategy that leveraged authenticity, community, and a "less is more" philosophy. This isn't just another celebrity brand—it's a case study in modern marketing done right.

So, how did rhode do it? 

This case study dives deep into the marketing strategy, brand positioning, social media execution, and lessons from Rhode’s rapid rise.

Hailey Bieber with rhode products // credit : @rhode

Rhode’s Brand Positioning: Less Is More

Unlike celebrity brands that go big and broad at launch, Rhode focused on simplicity:

• Only a handful of SKUs (starting with 3 core products)
  
  
• Affordable price point ($16–$30 range)
  
  
• Clean, minimal, and consistent branding
  
  
• Skin-focused over makeup-heavy — aligning with wellness and authenticity trends

This “less is more” approach helped Rhode avoid brand confusion, created focus, and allowed them to perfect a few hero products that built trust quickly.

Rhode’s Marketing Strategy:

1. The Power of "Glazed Donut" Skin: A Trend-Setting Founder

                                                                                             Hailey Bieber's Glazed Donut skin//credit : @rhode

At the heart of rhode's marketing is Hailey Bieber herself, but not in the way you might expect. Instead of using her celebrity for polished, traditional ads, she serves as the brand's chief storyteller and content creator.

• Relatable Content: Bieber shares her personal skincare struggles and daily routines in an unscripted, raw style. She uses her platforms to show how she genuinely uses the products, creating an authentic connection that feels more like a recommendation from a friend than a sales pitch.
• "Glazed Donut Skin": She consistently shared her "glazed donut" skin routine on social media, sparking a viral trend and creating a visual identity for the brand. This simple, memorable concept perfectly encapsulated the product's promise—a dewy, hydrated finish. This wasn't a sudden, manufactured campaign; it was a years-long, organic buildup that made her followers feel like they were part of the journey. When Rhode finally launched, the concept was already familiar, desired, and deeply associated with her glowing complexion.

2. A "Slow Beauty" Approach in a Fast-Paced World

Rhode launched with a small, curated collection of three "hero" products: the Peptide Glazing Fluid, the Barrier Restore Cream, and the Peptide Lip Treatment. This was a deliberate move away from the overwhelming, multi-step routines promoted by many other brands. By focusing on a few high-quality, efficacious products, Rhode positioned itself as a "slow beauty" brand. This not only aligned with the growing "skinimalism" trend but also built a sense of trust, as customers knew the brand was prioritizing quality over quantity.

3. The Art of Scarcity and "Drop" Culture

Rhode adopted a direct-to-consumer (DTC) model with a "drop" culture that fueled intense demand and created a sense of urgency. Products would sell out in minutes, and the brand would use waitlists to build anticipation for the next restock. This strategy, combined with limited-edition releases, created a powerful "fear of missing out" (FOMO) effect. It transformed a simple purchase into a highly anticipated event, making each product feel exclusive and highly desirable.

4. Viral Campaigns and Innovative Product-Marketing Hybrids

Rhode's success is defined by its ability to integrate products with lifestyle and culture. Here are a couple of their most successful campaigns:

1) Rhode x Food: Sensory Marketing That Feels Edible

rhode food marketing// credit : @rhode

One notable element of Rhode’s viral success is their clever visual pairing of product colors and textures with popular food items. From oat milk lattes to strawberry-topped pastries, these posts create a mouth-watering, aesthetically pleasing connection between skincare and indulgent treats. This “almost edible” visual storytelling made Rhode’s content highly shareable on Instagram and TikTok, and reinforced their “glazed” brand aesthetic without directly selling. It was a masterclass in using sensory cues to make products feel emotionally irresistible.

2) The Strawberry Glaze Krispy Kreme Collaboration

rhode Strawberry Glaze Krispy Kreme Collaboration// credit : @rhode

In a separate but equally genius move, Rhode launched a new flavor of its Peptide Lip Treatment called Strawberry Glaze in collaboration with Krispy Kreme. This limited-edition drop featured a matching donut, connecting the brand to a nostalgic, crave-worthy icon outside the beauty industry. The partnership extended Rhode’s reach beyond skincare enthusiasts, generating massive buzz in both lifestyle and food media. By tying a tangible treat to their “glazed” concept, Rhode created a cross-industry moment that felt fun, unexpected, and irresistibly on-brand. 

3) The Lip Phone Case

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rhode lip case// credit : @rhode

This simple yet brilliant product became a viral sensation. It's an iPhone case with a built-in pocket designed to hold the Peptide Lip Treatment. The case addressed a real customer pain point (losing lip balm) while also serving as a constant, visible billboard for the brand. It was a perfect example of a product that wasn't just functional, but also a lifestyle accessory that generated endless user-generated content (UGC) and organic marketing.This kind of innovative thinking turned a simple lip product into a functional and fashionable item that people rushed to get their hands on.

5. Community and Creator Ecosystem

While Hailey Bieber is the face of the brand, rhode's long-term success lies in its ability to build a community that extends far beyond its founder.

• User-Generated Content (UGC): Rhode actively engages with its community by reposting UGC, responding to comments, and making customers feel like they are part of a cool, exclusive club. This community-building approach has been crucial in converting followers into loyal customers and brand advocates.Plus, this kind of authentic social proof, from real people sharing their results, is far more persuasive than a paid ad.
• Strategic Influencer Seeding: Instead of a mass gifting strategy, rhode selectively partners with a diverse range of micro-influencers and creators whose values and aesthetics align with the brand. This has helped them build a credible creator ecosystem, with data showing that the brand's reliance on Hailey herself has decreased as its creator community has grown, a sign of a sustainable and scalable strategy.

This tactic was particularly effective on platforms like Instagram and TikTok, where visually arresting content thrives. By tapping into the existing popularity of food photography and the "satisfying" aesthetic, rhode managed to organically generate buzz and increase brand recognition. It made the beauty products feel less like cosmetics and more like a treat for the skin, perfectly aligning with the "self-care" movement.

Key Takeaways for Your Brand

rhode's marketing playbook offers invaluable lessons for any brand looking to succeed in the modern market:

1. Authenticity is a Strategy: Don't just show your product; show how you genuinely use it. Let your founder or key team members be the face of your brand in a relatable, unscripted way.
2. Create a World, Not Just a Product: Use sensory marketing, strong visual identity, and unique product associations (like the "glazed donut" trend or the phone case) to build a brand that feels like a lifestyle. Think about unexpected and visually appealing ways to connect your product to existing cultural trends.
3. Harness the Power of Scarcity: Limited-edition drops and exclusive releases can create a powerful sense of urgency and desirability, turning a product launch into a cultural event.
4. Invest in Community: Cultivate a community of loyal fans and creators who are excited to talk about your brand. UGC and strategic partnerships are key to building long-term, sustainable growth that isn't dependent on a single person.
5. Embrace Visual Storytelling and Viral Potential: Look for creative and unexpected ways to showcase your products visually. Can you tap into existing visual trends or create your own that are highly shareable? Consider how your product's colors and textures might playfully align with other popular aesthetics, like the rhode's clever connection to food.
   
   

Conclusion: More Than Just a Celebrity Brand

Rhode's success is a testament to the power of a clear brand identity, strategic marketing, and genuine engagement. By leveraging the founder's personal brand, embracing a minimalist philosophy, and creating buzz-worthy campaigns, Rhode has successfully navigated the crowded beauty landscape. It’s a compelling case study for any brand looking to build a loyal community and achieve lasting success in the digital age.