Hailey Bieber’s Skincare Brand Rhode: A Simple Guide to Her $1.44 Billion Beauty Empire in 2025

Hailey Bieber, the famous model and wife of pop star Justin Bieber, has taken the beauty world by storm with her skincare brand, Rhode. Launched on June 15, 2022, Rhode has become a massive success, reaching a valuation of $1.44 billion in just two years, as reported by CNBC TV18 in February 2025. How did Hailey turn her love for skincare into a global empire? Let’s break it down in simple English, exploring her journey, business strategies, and why Rhode is a trending name in 2025.

Who Is Hailey Bieber, and Why Skincare?

Hailey Rhode Baldwin Bieber was born on November 22, 1996, in Tucson, Arizona. She grew up in a famous family—her dad, Stephen Baldwin, is an actor, and her uncle is Alec Baldwin. Before becoming a businesswoman, Hailey was a model, walking for big brands like Tommy Hilfiger and Chanel. She also trained as a ballet dancer as a kid, which taught her discipline and focus—skills she later used in business.

Hailey has always loved skincare. She often shared her routines on social media, talking about her struggles with acne and sensitive skin. In a 2020 interview with ELLE UK, she said saltwater helped her skin the most, showing her love for natural solutions. This passion led her to start Rhode, a brand named after her middle name. Rhode focuses on simple, affordable, and effective skincare products that give a “glazed donut” glow—a dewy, hydrated look Hailey is famous for.

The Launch of Rhode: A Smart Start

Rhode launched with just three products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. These products were designed to hydrate skin and improve its barrier, using ingredients like peptides, niacinamide, and shea butter. A dermatologist, Dr. Rachel Maiman, told Business Insider in 2024 that these ingredients help firm skin, reduce inflammation, and lock in moisture, making them great for dry or sensitive skin.

The brand’s launch was a hit. The Peptide Glazing Fluid had a 100,000-strong waitlist before it even dropped, and during restocks, Rhode sold 36 units per second, according to Vogue Business in 2023. By 2025, the waitlist for all products grew to over one million. Rhode’s success didn’t happen by chance—it was built on smart business strategies that Hailey and her team used to stand out in a crowded beauty market.

Hailey Bieber’s Business Strategies: What Made Rhode a Success?

Hailey used several clever strategies to make Rhode a global name. Here’s a breakdown of her top business moves:

1. Using Her Fame as a Marketing Tool

Hailey has over 49 million Instagram followers and 10 million on TikTok, as noted by Vogue Business in 2023. She used her massive following to create buzz for Rhode long before its launch. Starting in 2021, she posted skincare routines on TikTok and YouTube, showing off her “glazed donut” skin. One TikTok from April 2021 got over 9 million views, with fans loving her glow. By the time Rhode launched, people were already excited, and this pre-launch hype helped products sell out in just 10 minutes, as reported by Sky Society in 2022.

2. Keeping It Simple and Affordable

Unlike many celebrity brands with long product lists, Rhode started with just three items. Hailey’s motto, “one of everything really good,” reflects her focus on quality over quantity. She also made sure prices were low—products range from $16 to $30, as per Business Insider in 2024. In a 2022 post on X, Hailey said, “I don’t see why a $200 cream has to be the answer to good skin.” This affordability made Rhode accessible to everyone, not just the rich, setting it apart in a market full of expensive brands.

I don’t see why a $200 cream has to be the answer to good skin

3. Building a Strong Team

Hailey knew she wasn’t a skincare expert, so she built a dream team to help her. She partnered with Michael D. Ratner, founder of OBB Media, who became a board member, and Melanie Bender, a beauty expert who joined as CEO in 2022. She also worked with marketing pro Lauren Rothberg and skincare scientists like Dr. Ron Robinson, a chemist with 20 years of experience, as mentioned on Rhode’s website. Hailey told Brand Vision in 2024, “I’m no expert in skincare, but I know the importance of surrounding myself with people who are.” This teamwork helped Rhode create high-quality products and smart marketing plans.

4. Using Social Media and Influencers

Rhode’s marketing is all about social media. Hailey shares behind-the-scenes content, like how she uses her products, on TikTok and Instagram. She also reposts videos from fans and influencers who try Rhode, creating a community feel. OptiMonk reported in 2024 that this user-generated content—like unboxings and reviews—makes Rhode feel authentic. The brand also collaborated with big names like supermodel Claudia Schiffer and even Krispy Kreme for a “Strawberry Glaze” campaign, blending skincare with fun trends to keep people talking.

5. Tapping Into Beauty Trends

Hailey is a trendsetter. She popularized the “glazed donut” look, named Google’s top beauty trend of 2022, and aligns Rhode with viral aesthetics like the “clean girl” and “latte girl” vibes, as per OptiMonk in 2024. By launching products that fit these trends, like the Peptide Lip Tint in 2023, Rhode stays relevant and exciting. Elle reported in 2023 that the new lip tints sold out fast, showing how Hailey keeps fans hooked.

6. Focusing on Clean and Mindful Skincare

Rhode uses science-backed ingredients like peptides and hyaluronic acid, which are vegan, cruelty-free, and fragrance-free, according to Rhode’s website. The brand also uses eco-friendly packaging made from recycled materials. This focus on clean beauty appeals to Gen Z and Millennials, who care about sustainability. A 2023 Klarna survey cited by Odore found that 41% of Gen Z and 40% of Millennials spend the most on skincare, making Rhode’s approach a perfect fit.

7. Expanding Smartly

Rhode started in the U.S. but quickly grew to Canada and the UK in 2023, as per Vogue Business. CEO Melanie Bender said they plan to enter more markets, focusing on having enough stock to meet demand. The brand also added new products slowly, like the Peptide Lip Tint in 2023 and Pocket Blush in 2024, keeping fans eager for more without overwhelming them.

Challenges Along the Way

Rhode’s journey wasn’t all smooth. In 2022, a fashion brand called Rhode, founded by Purna Khatau and Phoebe Vickers in 2014, sued Hailey for trademark infringement. They claimed her skincare line hurt their business, especially since Hailey’s huge following—boosted by Justin Bieber—gave her an unfair edge, as reported by Caldwell Law in 2024. A judge allowed Hailey to keep using the name during the case, and she later won the lawsuit, as noted by Trademark Room in 2023. This legal win let Rhode grow without changing its name.

Rhode in 2025: A Growing Empire

By 2025, Rhode is a beauty giant. It won the “Best Barrier Repair” award for its Barrier Butter at Byrdie’s Sweat Awards 2025, as shared on X. The brand has expanded its product line, adding items like the Pineapple Cleanser and Glazing Milk Essence, as per Business Insider in 2024. Rhode also entered the color cosmetics space with the Peptide Lip Tint and Pocket Blush, showing Hailey’s vision to grow beyond skincare.

Rhode’s valuation of $1.44 billion, reported by CNBC TV18 in February 2025, proves its success. Posts on X highlight that Rhode didn’t need big distributors like Sephora to reach this milestone—Hailey’s influence did the heavy lifting. The brand’s focus on authenticity, quality, and community has made it a favorite among beauty lovers worldwide.

Why Rhode Matters

I want there to be transparency and for people to feel like their skin is being represented.

Rhode isn’t just about skincare—it’s about empowering people to feel good in their skin. Hailey told Harper’s Bazaar in 2024, “I want there to be transparency and for people to feel like their skin is being represented.” Her hands-on role, from creating products to sharing her routines, makes Rhode feel personal and real. The brand also supports causes like women’s rights through the Rhode Futures Foundation, as mentioned by Vogue Business in 2023, showing Hailey’s commitment to making a difference.

What’s Next for Rhode?

Rhode is set to keep growing. With plans to enter more countries and launch new products, Hailey is building a beauty empire that rivals even the Kardashians, as speculated by SCMP in 2023. Her focus on simplicity, affordability, and trends ensures Rhode stays ahead in the competitive beauty world. Whether you’re a fan of her “glazed donut” look or just want hydrated skin, Rhode has something for everyone.

Final Thoughts

Hailey Bieber’s Rhode is proof that passion, smart strategies, and authenticity can create a billion-dollar brand. From using her fame to build hype, keeping products affordable, and tapping into trends, Hailey has shown she’s more than a model—she’s a savvy businesswoman. As Rhode continues to shine in 2025, it’s clear Hailey’s skincare empire is here to stay.

Don’t miss: My Honest Review of the Top 5 Rhode Skincare Products in 2025