THE SECRET MARKETING CAMPAIGN OF THE SUMMER
BY ELLA HUELSKAMP ILLUSTRATION BY KENDALL WIFF
Hailey Bieber, popularly known for being the wife of singer Justin Bieber, is now recognized primarily for her billion-dollar beauty and skincare brand: Rhode. For the past three years, Bieber remained at the forefront of this brand, sharing her stories and skincare tips directly with her audience through social media.
Announced on May 20, 2025, Rhode signed a billion-dollar deal with Sephora, making Rhode available in retail stores across America starting in the fall, with Canada and the United Kingdom following. This will allow for the brand to reach more people as its products were previously only sold on Rhode’s website. Many are shocked to hear this news, knowing the company is just three years old and only offers 10 products.
It seems somewhat impossible to have grown this quickly in such a short period of time, but it doesn’t stop there. Bieber released her first summer collection with five new products in July and organized Rhode's first brand trip to Mallorca, Spain. The success of this brand seems surprising, but looking at its marketing tactics, it all makes sense.
On July 14, 2025, Bieber released the summer collection containing a new pocket blush, glazing mist, and a new peptide lip tint called “Lemontini.” The marketing for this specific collection made Rhode the brand of the summer. The color of the collection, butter yellow, shows the way Bieber pays attention to the current trends and utilizes them to draw more appeal to her brand.
Butter yellow is one of the most popular colors of the year on social media regarding all things beauty, making it an optimal color for this collection. On Rhode’s brand trip to Mallorca, influencers came to relax on a resort that was fully rebranded by Rhode, from the jet skis to the umbrellas; everything was marked with the company name.
This wasn’t just an influencer brand trip; this was a marketing campaign from the beginning. On social media sites like Instagram and TikTok, content from the influencers who were invited and content on Rhode’s page both paint this new collection as a lifestyle more than it is a product drop.
The day would start with sunbathing in a yellow bikini, while applying the pocket blush and drinking a yellow mimosa set on a Rhode coaster. It would then include lying on a giant Rhode inflatable while wearing a waist chain and carrying the peptide lip cream, all while taking selfies in the new yellow phone case.
The towels, flip flops, blow-up floaties, sunglasses, and virtually anything else one could think of were branded with Rhode’s name, making it impossible for any step of your routine to be without the brand. This created a new world that Rhode’s audience was consumed by. It seemed impossible not to want to purchase the products and feel like you’re living the same luxurious, tanned, refreshing summer you see on Rhode’s Instagram.
Bieber joined the trip and posted just as much content of herself using the products and modeling them. This brought a liking to her brand, as it shows a genuine connection to her new collection.
Rhode has been utilizing many impactful marketing tactics, such as collaborations with other celebrities and brands, using sophisticated yet simple packaging and design, creating innovative products, such as a phone case with a lip gloss holder, and using social media as its main form of marketing, catered to the Generation Z demographic. This summer collection is just one example of the way Rhode’s marketing team rises to the top yet again. Other beauty brands could learn a thing or two from Rhode, especially since it is only just starting out.
