From glazed donuts to global fame: the rise of Rhode

This month May & Avaline Studio welcomed the lovely Emilia into the team for a few days of work experience. We wanted to showcase her talents by giving her the opportunity to design and write a blog on a current marketing news story… and she delivered! We hope you enjoy Emilia’s blog as much as we loved having her!

“From glazed donuts to global fame: the rise of rhode.”

The BBC announced on 28th May 2025,  Hailey Bieber’s company ‘Rhode’, named after her middle name, has just been sold to e.l.f Cosmetics for $1 billion. 

Why is Rhode so popular?

Rhode’s popularity stems from lots of different factors, its founder Hailey Bieber, the 28 year-old model, married to a singer Justin Bieber is a very recognisable figure within the beauty and modelling industry. It is a minimalist skincare brand that resonates and is targeted at the younger generations. In addition to this it has sophisticated marketing that leverages social media. 

Hailey Bieber is a prominent figure in the beauty industry and is known for her glowing skin and effortless makeup. Her ‘glazed donut skin’ became a huge trend on TikTok just after the launch of her skincare brand. 

Rhode uses social media for its marketing, enabling the brand to reach its target audience and build a loyal following. The brand's marketing often feels authentic and relatable to the audience which allows customers to have a sense of trust and connection with the brand. 

Why is their marketing strategy unique?

Rhode has a very unique way of promoting and advertising their brand. One of these ways is that when they post on Instagram to promote their lip balms and blushes, they use food as well. Rhode incorporates food into its marketing as it aligns with the ‘sweet treat’ aesthetic of the brand. The brand also uses food imagery to create memorable and engaging content. By associating their products with familiar looking food, Rhode aims to create a sense of indulgence and desire, making their posts on social media more appealing and memorable. 

They also have a really strong brand presence, shown when they released phone cases on top of selling their cosmetics. This shows strong brand presence because, even though the phone cases had nothing to do with the makeup or skincare side of things, they still managed to generate even more sales within the company.