Hailey Rhode Bieber is a model, television personality and now business woman as she has become the founder of her beauty and skincare brand called Rhode. Born in Tucson, Arizona she was raised by her father Stephan Baldwin and mother Kennya Baldwin. Her father is an American actor and her mother is an American-Brazilian graphic designer.
She began modeling in 2014 and was signed with the popular New York agency called Ford Models which has signed models such as Barbara Palvin. After being photographed for Vogue and Teen Vogue, as well as working in campaigns for brands such as UGG, Karl Lagerfeld, H&M, Tommy Hilfiger, Ralph Lauren, Moschino and more, she has always been familiar with the spotlight and is not new to this world.
In 2018, after dating the famous singer Justin Bieber for a few years, they got married in September 2018 in Palmetto Bluff for their more private and intimate wedding celebration. A few years later in June 2022, Hailey launched Rhode which is her skincare and beauty line. This line was intended to be skincare that achieves a glowy and glazed look with minimal effort. Its aim is to give all a confident look and feel when applying and wearing their skincare. The line is named after her middle name Rhode and since launching just a year ago, she has been featured in Forbes 30 Under 30 as she made the switch from being a model to now a business woman in the skincare industry.
What makes Rhode stand out from other skincare brands in the market? Advertising. It sounds plain and simple but advertising can go such a long way in the world of entrepreneurship because the way that you brand yourself is how a consumer will decide to spend their money with you or not. We’re revealing our favorite advertisements that Hailey Bieber has been releasing with Rhode as well as how she made the seamless transition from skincare to now beauty products.
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Establishing a Skincare Line
Hailey Bieber initially ventured into the beauty industry by launching her own skincare line, Rhode. When she launched this line, she originally had three products, which was the peptide, glazing fluid, the barrier, restore cream, and peptide lip treatments. These products quickly became popular as soon as she announced the launch online and in four weeks people would sign up for email alerts and text messages to get their hands on these products.
The peptide glazing fluid is the signature stop to Hailey’s dewy and glazed skin. This is a gel serum that is lightweight and visibly plumps to hydrate a healthy skin barrier.
The barrier restore cream is a lightweight cream moisturizer that is meant to restore the skin barrier. Over time it delivers hydrated and smoother, soft skin.
Lastly, are the peptide lip treatments. Some of her most well-known lip treatments are the salted caramel, which is a caramel scented treatment for glossy soft lips. She also has an unscented lip treatment, which is a personal favorite of ours that also leaves the skin looking glossy, but it’s fragrance free. There’s also the watermelon slice peptide lip treatment, which nourishes dry skin with a watermelon scent.
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The importance of establishing a skin care line in the beginning was very important, because this was the gateway to then opening a line of more products. This lesson essentially goes with everything in life, which is, you can dip your feet into one industry and see how that goes and then fully immerse yourself once you have already tested the waters and know your audience.
Building Brand Recognition
Building a strong brand presence is key in the beauty industry. This includes marketing, developing a unique brand identity, and engaging with customers through social media, endorsements, and influencer partnerships.
Rhode was doing everything right in the beginning, because not only was it founded by a very famous and well-known model, but she was doing amazing marketing and making the brand feel very hard to get.
As people would sign up for email alerts and try to get their hands on these products and create more excitement, and almost like a limited edition feel. Because of the way that they set up their brand, it ended up giving them recognition and success immediately through social media and with partnerships.
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Every week we were seeing big celebrities, those friends with Hailey and influencers get their Rhode packages and do an unboxing on their Instagram stories or talk about it on TikTok in a get ready with me style video. This created more excitement and more brand presents for them as a whole because now people were getting used to this company and how people were applying the products and that can influence you to want to get it for yourself.
Brand recognition is so important, especially in the early stages of launching a brand because no one really knows your identity yet, but as you continue to partner with creators and create higher quality advertisements, you are going to build the trust of your consumers.
Quality and Expanding Product Offerings
After successfully launching a skincare line, a natural progression might be to expand into beauty products. Maintaining the quality and innovativeness of products is crucial in the competitive beauty industry. Staying up-to-date with the latest trends and incorporating innovative ingredients or packaging can set a brand apart.
Once you have fully established yourself, in whatever industry it is, that you were in, you are then able to start expanding into other parts of that industry that you want to be immersed in. For Hailey Bieber, everybody always knew that road would be more than just skin care, and that is exactly what she has done over the last few weeks.
Since launching her glazing fluid and restore cream, she has now launched a lip tint collection, which includes for shades. The four of these lip tints include peptide lip, tint, ribbon, which looks like a satin ballet slipper. Second is the peptide lip tint toast, which looks like a hot piece of French toast for velvety lips. The third is peptide lip treatment, raspberry jelly, which looks like a juicy Berry gloss for plump lips. Lastly, is peptide lip tint espresso, which looks like a bitter, sweet shot of espresso for plush lips.
There are several photos and videos on rhodeskin.com which showcase Hailey Bieber using these products as well as other models. When reading through these reviews, you see nothing but amazing opinions with people, saying that it lasts very long on their lips and even exceeds expectations that were already high. You can also buy all of the products separately or in a collection.
The reason why Hailey was able to succeed so well with launching these lip tints is because she had already established brand recognition through the first skin care products, and had a lot of influencers and creators, as well as celebrities bring endorsements to the brand. It all tied together with a brand identity and the advertisements, as well as the limited edition feel she was creating around everything that held it all together.
In the future, if Bieber decides to try other products that are not just lip and skin care, she would succeed very well in that because she’s already building this recognition and product offering.
Diversifying The Industry
Some individuals may also diversify their beauty portfolio by venturing into related areas such as haircare, fragrances, or wellness products, depending on their interests and the market demand.
Every successful entrepreneur and business owner will always say that diversifying your income and enhancing your portfolio is a great way to build wealth. In the beginning, although Hailey Bieber was just doing skin care products she has now been able to successfully transition into more make up products, which are her lip tints.
In the future, when she decides to do more products, it is going to go very well with her audience, as long as it follows the same aesthetic of the other products that she has previously released. It makes sense that she is launching lip tints that have that velvety and plush luxury feel because we already got that originally from her glaze products.
As for what else is to come from Rhode Skin, we are excited to see what more will be released.
Favorite Rhode Skin Advertisements
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