Rhode

Rhode operates as a vertically integrated skincare company focusing on formulation development, direct marketing, and customer relationship management. The company maintains lean operations, outsourcing manufacturing to specialized facilities while controlling all aspects of product development and brand management.

The business model emphasizes direct-to-consumer sales through its website, allowing Rhode to maintain control over pricing, customer experience, and brand messaging. This approach eliminates retail markups and enables the company to invest more in product quality while maintaining competitive pricing.

Rhode's product development process involves collaboration with dermatologists, formulation chemists, and skincare experts. The company prioritizes ingredient efficacy and safety, avoiding unnecessary additives and focusing on active ingredients that deliver visible results. All products undergo rigorous testing and formulation refinement before launch.

Rhode was launched in June 2022 by Hailey Bieber after two years of development and formulation work. The brand emerged during a period of increased consumer interest in clean beauty and minimalist skincare routines. Bieber, known for her authentic approach to beauty and social media presence, identified a gap in the market for effective yet simple skincare products that didn't require complex multi-step routines.

The launch strategy focused on authenticity and organic growth rather than traditional celebrity brand launches. Rhode initially gained traction through social media and word-of-mouth, with Bieber sharing her genuine use of the products rather than paid endorsements. The approach resonated with consumers seeking transparency and authenticity from beauty brands.

The first product launch focused on essential items that could replace multiple products in traditional routines. This minimalist philosophy became central to Rhode's brand identity and product development strategy. The company expanded gradually, adding new products only when they could genuinely simplify or improve existing skincare routines.