Rhode, the skincare brand founded by Hailey Bieber, has quickly become a cult favorite amongst Generation Z. Since its launch in 2022, Rhode has built a highly recognizable brand identity, amassed over four million social media followers, and expanded globally to the United Kingdom and Canada.
Known for its minimalist approach to beauty, the brand emphasizes high-quality, multi-functional products that prioritize skin health and hydration. This year, they even seamlessly ventured into cosmetics with the launch of their Pocket Blush and Peptide Lip Tint. Rooted in a less is more philosophy, Rhode’s dermatologist-developed formulas feature powerhouse ingredients like peptides, niacinamide, and hyaluronic acid, delivering effective results with simplicity. With sleek, modern packaging and accessible price points, Rhode is redefining skincare and cosmetics for a new generation. In a world where most celebrity-backed beauty brands flop, it is necessary to ask why Gen Z loves Rhode.
In a survey we launched that was completed by 268 Gen-Zers, we asked everyone what drew them to the Rhode brand. 86% responded, "the branding and marketing."
At the root of Rhode's success is their exceptional branding. Branding involves creating a distinct identity for a company—encompassing its values, voice, and visual elements—to shape public perception, and it is often confused with marketing, which focuses on promoting and communicating the brand through strategies to drive awareness and sales. Rhode has both on lock because they mastered their brand first.
From its inception, Rhode has made its core values clear: “Simplicity. Affordability. Authenticity. Quality. Transparency.” These principles are consistently reflected in every aspect of the brand, making them highly visible to consumers. Their products, logo, website, and social media channels all embrace simplicity, while prices under $40 make the brand affordable. Rhode’s campaigns and offerings are authentically tied to founder Hailey Bieber’s signature aesthetic—clean style, glazed skin, plump lips, and rosy cheeks—rather than mimicking other brands. Additionally, Rhode prioritizes quality and maintains transparency on everything from ingredients to product availability, fostering trust and loyalty among its audience.
Sydney, a 22-year-old fan from Chicago, sums up the brand’s appeal: "I am a fan of their simple and modern packaging. As a Hailey Bieber fan, I think it matches her clean girl aesthetic which is what really initially attracted me to the brand. As someone who is super into skincare and natural makeup, her brand seems to put out products that enhance your natural features, and that's something I'm always looking for."
Sydney is by no means the only Gen-Zer who is attracted to a "clean girl aesthetic" and natural makeup. Trends like "clean girl" and "no-makeup makeup" have taken the internet by storm in recent years, creating the perfect backdrop for Rhode’s success. The Rhode team didn’t just create a brand—they observed and understood what Gen Z was genuinely interested in and built a brand that embodied it. Instead of dictating what they wanted Gen Z to like or accept, they delivered exactly what this generation was already craving, making their success feel almost effortless.
Rhode’s enticing marketing serves as the perfect complement to its branding. Their marketing team has shown a deep understanding of cultural moments that both resonate with their target audience and authentically fit the brand. They don't force their way into culturally relevant moments and events that don't actually fit them. They understand that they don't have to activate everywhere, but they do have to spend their time keeping a strong pulse on their customers' interests and gracefully meeting them where they are.
A standout example of this is the now-iconic Rhode Booth, a sleek, custom-designed photo booth that dispenses their hero product, the Peptide Lip Tint. This booth has toured globally, visiting cities like Los Angeles, Miami, London, Ibiza, and Toronto. It first gained buzz at Revolve Fest during Coachella 2024, where its placement among the world’s biggest influencers and creators generated extraordinary earned media value.
Alexandria, a 25-year-old woman from Atlanta, attended Revolve Fest and said, "When I saw the booth, I was excited and impressed for a few reasons. Rhode has gained popularity for its celebrity owner, but to be in a space with competitor brands at Revolve Fest, which is known to have many of the most popular Gen Z brands across categories, Rhode received the most foot traffic for the entire duration of the event!"
Most recently, the booth appeared at Rhode’s latest experiential marketing triumph—a collaboration with the beloved Los Angeles coffee shop Community Goods. This new partnership also seamlessly embodies the clean, modern aesthetic adored by Rhode’s customers and Gen Z alike.
When 600 people stand in a line for a brand experience, it's safe to say the team is doing something right.
From collaborations to influencers, social strategy, and pop-ups, the Rhode team has proven that they have their marketing on lock. But what really left Gen Z in awe this year was the release of their iconic phone case, the Lip Case. In the words of Sasha, a twenty-one-year-old woman from New York City, "It's that phone case for me."
Rhode's Peptide Lip Tint Phone Case has become a viral sensation, perfectly merging functionality with style. Designed to hold their hero products, the Peptide Lip Tint and Peptide Lip Treatment, this sleek accessory reflects Rhode’s minimalist aesthetic while offering a practical solution for on-the-go touch-ups. And guess what – if you have the case – you'll need to keep rebuying the lippies – genius.
The phone case seamlessly integrates with Rhode’s branding, embodying their commitment to simplicity and innovation. It quickly became a must-have among fans, further solidifying Rhode’s ability to create products that align with the lifestyle and aesthetic of their Gen Z consumers.
While Rhode is undoubtedly recognized for its branding and marketing, Gen Z also loves its products, particularly the lip products. In our survey, 53% of Gen Z respondents expressed a preference for the Peptide Lip Treatment and/or Tint, highlighting its status as a standout product. Coming in second, 25% of respondents favored Rhode’s skincare line, including items like the Glazing Milk/Fluid, Pineapple Refresh Cleanser, Barrier Restore Cream, and Barrier Butter. The remaining 22% voted for Pocket Blush, showcasing the brand’s broad appeal across its product range.
In conclusion, Rhode’s meteoric rise to success is a testament to the power of understanding and authentically connecting with a new generation of consumers. By blending minimalist design, high-quality products, and a keen awareness of cultural trends, the brand has not only captured the attention of Gen Z but has also built lasting loyalty. Their exceptional branding and marketing strategies, from their viral Rhode Booth to the iconic Lip Case, have perfectly complemented their product offerings, ensuring that Rhode remains a key player in the beauty and skincare industry. With a strong foundation rooted in simplicity, transparency, and authenticity, Rhode is redefining what it means to be a modern skincare and cosmetics brand, making it clear why it continues to be a favorite among young consumers.
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