Rhode Beauty
Rhode Beauty has emerged as a standout success story in the crowded landscape of celebrity beauty brands since its debut in June 2022. Founded by model and entrepreneur Hailey Bieber, Rhode has quickly gained popularity for its minimalist aesthetic, focused product line, and commitment to quality skincare at accessible prices. But who is behind this buzzing brand, and what inspired its distinctive name?
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The Founder: Hailey Bieber’s Journey to Beauty Entrepreneurship
Rhode Beauty is the brainchild of Hailey Bieber (née Baldwin), a successful model and social media personality who has graced countless magazine covers and fashion campaigns. Born in 1996 to actor Stephen Baldwin and graphic designer Kennya Baldwin, Hailey began modeling as a teenager and quickly became important in the fashion industry.
Before launching Rhode, Bieber had already established herself as a style icon and beauty influencer. Her signature “glazed donut” skin look—dewy, luminous, and hydrated—garnered significant attention on social media, with followers eager to learn her skincare secrets. This organic interest in her beauty routine laid the foundation for her business venture.
While many celebrities lend only their name and image to beauty brands, Bieber took an active role in Rhode’s development. She spent nearly three years working on the brand before its launch, collaborating with dermatologists and chemists to formulate products aligned with her skincare philosophy. In interviews, Bieber has emphasized that she was hands-on throughout the entire process, from ingredient selection to packaging design.
“I wanted to create products that were very intentional,” Bieber explained in a 2022 interview with Allure. “Everything from the packaging design to the formulation of the products is very much thought out and intentional.”
The Team Behind Rhode
Though Hailey Bieber is the face and creative force behind Rhode, she’s backed by a team of industry professionals who help bring her vision to life. The company’s leadership includes experienced beauty executives who previously worked with established skincare and cosmetics brands.
Rhode’s team includes:
- Melanie Bender, who serves as the brand’s CEO. Bender previously worked as the president of Versed Skincare and brings extensive experience in clean beauty and sustainable business practices.
- A team of cosmetic chemists and dermatologists who collaborate on product formulations, ensuring they meet both efficacy standards and Bieber’s vision for gentle, hydrating skincare.
- Marketing specialists who have helped build Rhode’s distinctive identity, characterized by its muted pastel color palette and minimalist aesthetic.
The brand also works with manufacturers committed to sustainable practices, reflecting Bieber’s intention to build a brand with environmental responsibility in mind.
The Rhode Philosophy
Rhode Beauty launched three products—a serum, moisturizer, and lip treatment—embodying the brand’s “less is more” philosophy. Unlike many celebrity brands that debut with extensive product lines, Rhode’s focused approach reflected Bieber’s belief in skincare basics done exceptionally well.
The brand’s core values center around what Bieber calls “intentional essentials” — high-quality, multi-purpose products that deliver results without unnecessary complexity. This streamlined approach resonated with consumers experiencing “skincare fatigue” from overly complicated routines and endless product options.
Rhode’s price point (with products ranging from $16 to $30) also sets it apart from many celebrity beauty ventures, which often position themselves in the luxury market. Bieber has consistently emphasized her desire to create “quality products that are accessible,” making Rhode attainable for a broader audience.
Why “Rhode”? The Meaning Behind the Name
One of the most distinctive aspects of the brand is its name, which has personal significance for its founder. “Rhode” is Hailey Bieber’s middle name, creating an intimate connection between the entrepreneur and her business venture.
This middle name has a significant family history. Hailey Rhode Bieber was named after her paternal great-grandfather’s wife, whose maiden name was Rhode. By choosing this name for her brand, Bieber honored her family heritage while creating a uniquely personal business identity.
In interviews, Bieber has explained that using her middle name rather than her more recognizable surname was a deliberate choice. It allowed her to establish a brand identity that was personally meaningful yet distinct from her husband, Justin Bieber’s immense fame. Rhode also has a timeless, elegant quality that aligns with the brand’s aesthetic.
“It’s a name that has been in my family for a very long time,” Bieber told Good Morning America when discussing the brand name. “I wanted something near and dear to me and my family.”
Rhode also seems fitting for a skincare brand with its smooth, flowing sound. It evokes images of roads and journeys—perhaps a nod to the skincare journey Bieber herself has been on, having been open about her struggles with perioral dermatitis and other skin concerns.
Rhode’s Market Impact and Future
Since its launch, Rhode has experienced remarkable success, with products frequently selling out within hours of restocking. The Peptide Glazing Fluid, inspired by Bieber’s famous “glazed donut” skin look, has become a favorite among consumers and beauty influencers.
The brand has also generated significant buzz through strategic marketing. Limited product drops, waitlists, and carefully curated social media presence contributed to Rhode’s reputation as a coveted brand. Bieber’s social media following—over 50 million on Instagram alone—has provided a powerful platform for the brand’s messaging.
Looking ahead, Rhode appears positioned for continued growth. While maintaining its core philosophy of “less is more,” the brand has gradually expanded its product line to include new formulations and limited-edition offerings. Industry analysts predict Rhode could become one of the most successful celebrity beauty ventures in recent years.
Conclusion
Rhode Beauty represents the convergence of Hailey Bieber’s personal skincare journey, family heritage, and business acumen. By naming her brand after her middle name, Bieber created an enterprise with deep personal significance that still stands on its merits in the competitive beauty landscape.
The success of Rhode demonstrates that celebrity beauty brands can thrive when backed by authentic passion, quality formulations, and clear brand identity. As Rhode continues to evolve, it remains firmly rooted in Bieber’s original vision: accessible, practical skincare essentials that help consumers achieve that coveted “glazed donut” glow, regardless of their budget or skincare expertise.