Discover Rhode’s marketing strategy that skyrocketed a D2C beauty brand to millions of followers.
What if we told you that a beauty brand could skyrocket to success in under two years, driven almost entirely by social media? Rhode is proof that with the right strategy, social platforms can do more than build buzz, they can build a brand.
Since its 2022 launch, Rhode has captured the attention of millions, gaining over 4 million followers across Instagram and TikTok. But it’s not just about the numbers, it’s the how. With a consistent, influencer-driven approach, Rhode has turned every post into a potential viral moment.
Hailey Bieber’s personal influence plays a huge role, but it’s her smart use of social platforms that truly fuels Rhode’s growth.
In this blog, we’ll dive into the marketing strategies behind Rhode’s success, uncovering the strategies that other D2C brands can learn from.
Unpacking Rhode’s Marketing Strategy
Rhode’s meteoric rise in the beauty industry is no coincidence. Behind the buzz is a carefully crafted marketing strategy that blends influencer partnerships, clever content, and data-driven decisions to create a brand that is followed and loved by millions.
1. Platform strategy: Where Rhode shows up
Rhode’s marketing is smartly spread across platforms, each serving a unique purpose in its strategy.
On Instagram, Rhode focuses on aesthetic branding and product showcases, combining influencer collaborations with visually appealing content that feels natural yet polished. It’s a platform for beauty lovers to engage with the brand’s vibe.
On TikTok, the brand embraces viral trends, user-generated content (UGC), and ASMR-style product demos. This approach has made Rhode a go-to for TikTok users seeking fun, authentic beauty moments.
On Pinterest, Rhode creates mood-board marketing by sharing visual inspiration that aligns with its minimalist, skin-first philosophy. It’s all about curating the perfect beauty routine for users.
Lastly, YouTube Shorts and Reels feature snackable, engaging content designed to drive visibility and capture attention quickly. These short videos keep Rhode top-of-mind while encouraging organic reach.
Also read: Rare Beauty Social Media Strategy: How Selena Gomez Turned It Into a Viral Brand
2. Aesthetic-driven content: Minimalism meets virality
Rhode’s marketing strategy is built around its signature minimalist aesthetic. The brand’s sleek, muted color palette creates a visually cohesive look across platforms like Instagram and TikTok, making every post feel part of a larger, curated experience.
On Instagram, Rhode creates grids that blend product showcases with lifestyle shots, maintaining a consistent and clean vibe. The focus is on simplicity, which not only aligns with the brand’s values but also captures attention in an overstimulated feed.
On TikTok, Rhode uses soft lighting and close-up shots that bring the products to life. ASMR-style videos, featuring satisfying product textures and application sounds, heighten the sensory appeal and create a calming experience for viewers.
This seamless combination of aesthetics and virality makes Rhode’s content feel like an experience, not just a product pitch.
3. Founder-led branding: Hailey Bieber as the face of Rhode
Hailey Bieber is the heartbeat of the brand. Her personal branding adds immense credibility, turning Rhode from a product into a lifestyle. Hailey’s authenticity and connection with her audience make the brand feel approachable and relatable.
Hailey’s organic product placements in her daily life, whether it’s a morning skincare routine or a casual Instagram story helps position Rhode as a product that fits seamlessly into a real person’s life. This organic integration drives trust without the hard sell.
Rhode also humanizes itself by sharing behind-the-scenes content featuring Hailey. These glimpses into her life and creative process not only make the brand more relatable but also give followers a sense of exclusivity, building a deeper emotional connection with the audience.
Also read: Rihanna’s Fenty Beauty Social Media Strategy
4. The power of UGC & influencer marketing
Rhode has mastered the art of user-generated content (UGC) by encouraging its followers to engage with the brand through branded hashtags and fun challenges. These initiatives make Rhode’s audience feel like they’re part of the brand’s story, not just passive consumers.
The brand also partners with both micro and macro influencers to deliver authentic product reviews. These influencers genuinely connect with their followers, which makes their recommendations feel real and trustworthy, rather than just a paid promotion.
Rhode’s “skin-first, makeup-second” philosophy is key to its appeal. It resonates with a growing audience focused on skincare as the foundation of beauty, rather than relying solely on makeup to achieve a flawless look. This message is communicated through UGC and influencer content, building a community of skincare enthusiasts who share and promote the brand’s values.
5. Viral marketing & trend hacking
Rhode knows how to ride the wave of TikTok trends to boost engagement. By aligning its products with viral moments, the brand effortlessly integrates into trending conversations, keeping it relevant and top-of-mind. Whether it’s a trending sound or challenge, Rhode taps into the viral power of TikTok to drive massive reach.
Collaborating with popular beauty content creators further amplifies Rhode’s presence. These creators have loyal audiences, and when they genuinely endorse Rhode’s products, it feels authentic, not forced. This partnership creates a ripple effect, pushing the brand further into the spotlight.
Rhode’s success also comes from creating shareable, short-form content that feels organic. Unlike overly polished ads, Rhode’s TikTok and Instagram content is casual and real. The less-than-perfect vibe makes it more relatable and easy for followers to share with their own networks, boosting organic visibility.
6. Exclusivity & drop culture: Driving FOMO through social media
Rhode has mastered the art of creating FOMO (fear of missing out) by leveraging waitlist marketing and teasing limited product drops. By creating a sense of exclusivity, Rhode makes its products feel like a must-have, not just another beauty item.
The brand builds anticipation with countdowns and sneak peeks shared across social media. These tactics keep followers eagerly awaiting the next release and enhance the excitement around each product launch. The buzz around a limited drop turns it into an event, driving both hype and demand.
By positioning its products as scarce and highly desirable, Rhode cultivates an image of exclusivity. This strategy builds a community of loyal followers who crave the next drop, making Rhode feel like a coveted brand everyone wants to be part of.
7. Community engagement & social listening
Rhode goes beyond just posting content, it actively interacts with fans by responding to comments and DMs, building a strong sense of community. This direct engagement makes followers feel heard and valued, creating a loyal fanbase that’s more likely to promote the brand organically.
The brand also uses polls, Q&As, and interactive stories to encourage real-time engagement. These tools not only make followers feel included but also provide valuable insights into what the audience wants, allowing Rhode to tailor content to their preferences.
Rhode’s social listening is a crucial part of its strategy. By monitoring trends and conversations across platforms, the brand can adapt its content to stay in tune with what its audience is talking about. This responsiveness keeps Rhode relevant and ensures that its content feels fresh, timely, and connected to the community.
8. Strategic collaborations & brand partnerships
Rhode has perfected the art of strategic collaborations, like its viral partnership with Krispy Kreme. This unexpected collab between beauty and food became a huge moment in pop culture, blending Rhode’s skincare products with Krispy Kreme’s iconic donuts, generating buzz across social media and beyond.
In addition to this, Rhode partners with both beauty brands, influencers, and lifestyle icons to expand its reach and credibility. These collaborations create a cross-industry appeal, drawing in diverse audiences who connect with the brand’s values and aesthetics.
By tapping into pop culture moments, Rhode stays relevant and ensures its brand aligns with what’s trending. Whether it’s a timely influencer partnership or a cultural event, Rhode’s ability to incorporate these moments into its marketing keeps it at the forefront of its audience’s minds.
5 Key Lessons for D2C Brands from Rhode’s Marketing Strategy
Rhode has become a standout example of how a D2C brand can use strategic marketing to build a loyal, engaged audience and maintain momentum in a competitive industry.
Here are five key lessons D2C brands can learn from Rhode’s approach:
1. Leverage social platforms strategically
Choose platforms based on their unique strengths. Rhode excels on Instagram, TikTok, Pinterest, and YouTube Shorts, tailoring its content to each platform’s audience while maintaining a consistent brand voice.
2. Build authentic relationships through founder led branding
Let your brand’s founder or key personality become the face of the company. Rhode’s success is partly due to Hailey Bieber’s authentic influence, which builds trust and credibility among followers.
3. Harness the power of UGC and influencer marketing
Encourage user-generated content through hashtags, challenges, and influencer partnerships. These authentic reviews and endorsements expand your reach and enhance brand credibility.
4. Create FOMO with exclusivity & drop culture
Limited-edition products and waitlist marketing create anticipation and a sense of urgency. Rhode uses this strategy to build excitement and drive demand, turning each release into a must-have event.
5. Engage your community and listen actively
Actively interact with your audience through comments, DMs, polls, and stories. Social listening is key. Rhode adapts its content based on audience feedback, ensuring it stays relevant and in tune with its community’s needs.
Recommended: Key Lessons for D2C Brands from Kylie Cosmetics Social Media Strategy
Conclusion
Hailey Bieber’s founder-led branding, combined with exclusivity tactics and viral trend-hacking, has made Rhode a standout D2C brand. For D2C brands aiming to replicate this success, Rhode’s playbook offers clear lessons: prioritize platform-specific content, foster genuine connections, and create FOMO through strategic drops.
At Content Kettle, we specialize in crafting conversion-focused, data-driven marketing strategies to help D2C brands like yours cut through the noise. Let us help you engage, acquire, and convert your target audience while building lasting brand loyalty.
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