Gen Z style icon, Hailey Beiber, has translated her beauty prowess into a successful line of products — a rare feat in the crowded world of celebrity beauty brands. Bieber is buzzy, and so is her beauty brand, Rhode.
But Bieber’s Rhode has a veteran beauty team behind it and major growth plans ahead.
“I am blown away by the response,” Bieber said of Rhode. “It so far exceeded what I could have hoped for. My whole idea with this brand, going into it, was to be a slow grow: lay the foundations and build it slowly and not be in a rush to expand.” Rhode has reached a head count of 10 employees, including the latest hire: industry veteran Melanie Bender, who worked as president of mass skin care brand Versed for years, is now Rhode’s chief executive officer.
Bieber added, “We can just hope that in the future, that with more products that we put out, that they can find something else that works for them. Everybody’s skin is so different, people are sensitive to different things, and other people have allergies that you have to consider.”“Right now, we’re in the process of sampling new stuff and trying to figure out what is going to be the next launch.
Bender said the learnings from building Versed, a pioneer of “clean” beauty in the mass channel, do apply, but acknowledged that the growth strategy — Versed entered 1,400 Target doors in 2019 — wouldn’t align with Rhode’s brand ethos. And while inflation and a looming recession have impacted consumer spending broadly, people are still willing to shell out for beauty. According to holiday data from, beauty was the only category that posted sales and unit gains during Black Friday week.
“She is part beauty influencer, part product enthusiast, part entrepreneur. She is the de facto beauty whisperer of this generation of women,” she said. Bieber has also created a litmus test for discerning when a product is ready to launch. “The biggest telltale sign for me is if I run out of a sample, and my skin is missing it and craving it. That was how we go to the Peptide Glazing Fluid.”Bieber’s influence is able to drive Rhode’s share of wallet without traditional growth methods, like launching superfluous products, Bender said. “She has such access to the best experts in the world, access to all the most incredible brands,” she said.
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