Rhode, Hailey Bieber's skincare brand, has transformed from a quirky direct-to-consumer trend into a cultural phenomenon, gaining immense traction particularly among Gen Z. Initially launched in 2022, Rhode's strong branding emphasizes minimalism and self-care, achieving remarkable media value growth of 366% in a single year. As it prepares for its debut in Sephora, Rhode faces the challenge of transitioning from a viral sensation to maintaining its distinct identity in the structured retail space, where it will compete with established beauty brands.
In 2024 alone, Rhode generated an estimated $248 million in earned media value, up 366% year over year, according to CreatorIQ.
Rhode makes its retail debut at Sephora, a major milestone that represents making it to the big leagues in the beauty industry.
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