Hailey Bieber, the well-known fashion model who has ventured into entrepreneurship, has set her sights on making her skincare label, Rhode, stand out from the crowded celebrity brand market. In an interview on Bloomberg Originals’ The Circuit With Emily Chang, she shared her ambitious vision for Rhode, including its availability in various territories and markets. However, achieving this goal requires meticulous strategy and planning to ensure sufficient inventory.

Since its launch last year, Rhode has experienced rapid growth and success, often resulting in its products quickly selling out. Bieber explained that this scarcity was not a deliberate marketing technique but rather a consequence of sales surpassing forecasts. As the creative director of Rhode, Bieber is heavily involved in multiple aspects of the brand, such as packaging design, photo shoots, marketing campaigns, product formulation, and managing the product pipeline.

The rise of celebrity beauty brands has become increasingly commonplace, with famous personalities like Gwen Stefani, Winnie Harlow, and John Legend venturing into their own businesses. Large cosmetics companies have been keeping a close eye on this segment of the industry. For instance, Coty Inc. acquired a majority stake in Kylie Jenner’s Kylie Cosmetics for $600 million in 2019 and purchased 20% of Kim Kardashian’s brand, now known as SKKN BY KIM, for $200 million.

Bieber acknowledges that consumer fatigue towards celebrity beauty brands may exist. Nonetheless, she aims to establish Rhode as an independent brand, separate from her own name and fame. Bieber plans to expand Rhode’s product categories and even considers the possibility of introducing baby products in the future. As she enters a new phase in her life, she envisions Rhode evolving alongside her personal journey.

Despite Hailey Bieber and her husband Justin frequently making headlines, she remains focused on her brand and its growth. Bieber addressed controversies and tensions surrounding her personal life, emphasizing that the real concern lies in the dangerous proliferation of false narratives and online hatred.

In addition to Rhode, Bieber has also trademarked the name Moodboard, leading to speculation about a potential fashion label. Although she currently prioritizes Rhode, her recent collaboration with the New York label Wardrobe reignited her passion for the fashion industry. While Bieber has no immediate plans for an apparel brand, the idea remains on the back burner for future exploration.

Currently, Rhode is not actively seeking additional funding. However, Bieber remains open to the possibility and aims to retain a considerable ownership stake in the company as it expands. Her primary focus lies in the business itself, with upcoming product releases and entry into new markets taking precedence. While an eventual exit or initial public offering may be on the horizon, Bieber admits uncertainty regarding the specifics.

Hailey Bieber’s Rhode label exemplifies her ambition to create a successful and distinctive beauty brand within a saturated market. Through careful planning, strategic expansion, and a commitment to delivering quality products, Rhode has the potential to establish itself as a prominent player in the skincare industry.

Useful links:
1. Rhode Skincare Official Website
2. Article on the Rise of Celebrity Beauty Brands