If you’re on TikTok or Instagram, you may have seen Rhode Beauty. It’s Hailey Bieber’s skincare brand, and let’s be real, Gen Z is obsessed. With over 4 million followers on Instagram and a vibe that screams “clean girl aesthetic,” Rhode has become the blueprint for minimalistic, glowy skincare. But is it worth the hype? Well, here’s the breakdown.

What is Rhode’s Marketing Strategy: Hailey & The It-Girl Effect

Rhode’s whole marketing strategy is Hailey Bieber being Hailey Bieber. She’s the face of the brand, constantly showing off her glazed donut skin, and we eat it up. But Rhode also collaborates with influencers who fit the aesthetic; think Tate McRae starring in their ad campaign, giving off major supermodel vibes. The brand’s social media is super curated, filled with soft pinks, dewy skin, and just the right amount of aesthetic chaos to make it feel cool without trying too hard.

Why Gen Z Loves Rhode?

Rhode is affordable—actually affordable. The Peptide Lip Treatment (aka the lippie everyone and their mom owns) is only $16, and it’s not just cute but also hydrates your lips without feeling sticky. The whole brand gives off that effortless, cool-girl energy that Hailey Bieber presents. If you want to look like you drink green juice and do Pilates (even if you don’t), Rhode is your girl.

 What’s Worth It?

• Peptide Glazing Fluid ($29) – The viral product. A lightweight serum that gives you that dewy, glazed look.
• Barrier Restore Cream ($29) – A simple but effective moisturizer that keeps your skin hydrated and is perfect for sensitive skin.
• Peptide Lip Treatment ($16) – Rhode’s most famous product, the lipgloss everyone carries in their purse. It’s glossy but not sticky, and it moisturizes.

They also dropped Rhode Blush, which people are comparing to Rare Beauty’s iconic Soft Pinch Liquid Blush. The main difference? Rare Beauty is insanely pigmented (like, one dot is enough), while Rhode’s blush is more of a soft, glowy tint, perfect if you like a natural, barely-there look. I have the Rare Beauty Blush and Rhode. Honestly, I prefer Rhode more. It’s more of a soft-glam, clean girl, no-makeup makeup look, especially in the shade of Toasted Teddy. Best of all, you can carry this mini blush in your pocket, hence why it’s named the Pocket Blush.

Check out Rhode Beauty for more.