Is Hailey Bieber building an empire to rival the Kardashians’? The model-turned-entrepreneur’s Rhode skincare line is going great guns, and she’s eyeing fashion and even baby products next

Jul 11 , 2023

Hailey Bieber is trying to push her skincare brand Rhode beyond “just another celebrity beauty brand”. Photo: @rhode/Instagram

Beauty

She may be a self confessed nepo baby and the wife of Justin Bieber, but Hailey Bieber is determined to build a skincare brand that stands on its own – and she’s considering adding baby products too

Celebrities from Kim Kardashian and Kylie Jenner to John Legend and Gwen Stefani have all launched beauty brands, with Jenner bagging US$600 million from Coty Inc. – could Bieber be next?

Hailey Bieber has grand plans for her skincare brand, Rhode.

She’s aiming to stand out in an increasingly crowded field of celebrity brands. “I want to be everywhere possible,” said the fashion model-turned-entrepreneur, who sat down for an interview on Bloomberg’s The Circuit With Emily Chang. “It just takes strategy and planning. I want it to go into different territories and different places and to be able to have the inventory we need to do that.”

Hailey Bieber’s skincare label, Rhode. Photo: @rhode/Instagram

Rhode, which launched last year, has been entering new markets as management plots expansion abroad. The brand made its debut in Canada earlier this year and then took the selection of lip treatments and skin moisturising creams to the UK.

Bieber understands the fatigue of celebrity beauty brands, which is why she’s intent on keeping her name out of Rhode. Here’s a look at how she’s building her skincare company:

Rhode’s early days

When Rhode first launched, supply outstripped demand. Photo: @rhode/Instagram

During Rhode’s early days, products would be tough to purchase because they’d sell out so quickly, leaving some shoppers frustrated. That scarcity wasn’t part of some marketing master plan, Bieber said. Sales just exceeded the company’s forecasts.

“We did as much demand planning as we could for what we were projecting was going to be the feedback and the popularity,” said Bieber, who serves as the creative director of Rhode and works on packaging, photo shoots and marketing. She said she’s also involved in developing and testing the formulas and managing the product pipeline.

Not just another “celebrity beauty brand”

Hailey Bieber models Rhode’s skincare products herself. Photo: @rhode/Instagram

Celebrity beauty brands have proliferated in recent years, with names ranging from Gwen Stefani and Winnie Harlow to John Legend, all starting their own businesses. The world’s cosmetics giants have kept a close eye on this segment of the industry.