I bet you wouldn’t have missed that iconic lip case selfie by Hailey Rhode Beieber! Just like Fenty Beauty and Rare Beauty, Rhode Skin has too capitalized massively on its founder’s large social media following.
But her approach is a bit different than her popstar contemporaries. Hailey at Rhode promotes clean and natural products with a fun & minimalist twist to routines.
She didn’t just stop at creating amazing products – she built an entire community around Rhode Skin. By targeting a wide range of audiences aged 18 to 34 and leveraging her fan base, Hailey turned Rhode Skin into more than just a brand; it became a lifestyle that people wanted to be a part of.
And how did she do that? That’s what this blog is all about.
Analysis of Rhode Skin social media accounts
Rhode was officially launched on June 15, 2022. Hailey took to Instagram to unveil the brand’s logo and visual identity through a series of posters way before that to build up the perfect momentum. Such perfect executions are sheer examples of building the hype with early hints and teasers.
The concept of a beauty brand had been brewing in Hailey’s mind since 2019 when she initially filed for a trademark under Bieber Beauty. However, this trademark was not granted due to a prior filing by her husband, Justin Bieber, in 2003.
In early 2021, Hailey pivoted to the Rhode trademark, which marked the beginning of her journey toward creating a line encompassing skincare, makeup, hair products, fragrances, and more. Now let’s quickly audit Rhode Skin’s social media presence.
Here are the total followers Rhode has on their main accounts:
- Instagram: 2.2M
- Facebook: 12K
- Twitter: 7.1K
- LinkedIn: 35K
- TikTok: 979.6K
- YouTube: 2.36M
Rhode’s Instagram page has 2.2M followers while Hailey herself has a following of 53.3M. The bio of the brand points to Hailey’s profile and vice-versa. The feed gives off a mood board vibe with clean girl aesthetics and tons of minimal but clever product snapshots.
You can see a range of pastel colors filling in the squares. Rhode promotes inclusivity so you can skim through their solutions for different skin types and textures.
Plus, you can see how they put some serious work into their captions and make it equally appealing.
Their Facebook page has 12K likes and 22K followers. But the first thing you’ll notice is that their cover image is missing. Lately, they have been reposting all their IG reels on Facebook as well.
Though you can find the products listing and reviews, Facebook is not their target platform so the lackluster page doesn’t create an impact as strong as it does on Instagram and TikTok.
The real party is happening on TikTok for Rhode. Their official TikTok page has more than 979.6K followers with 30.2M likes. This is an active source for educating their young audience about their products with influencers talking about their regime. You can also spot too many spins of popular trends and their live booth experiences.
Their Twitter aka X profile is filled with reposts. Their loyal brand advocates acknowledge and review Rhode products. Rhode doesn’t shy away from flaunting that. However, their following on X is quite small compared to other platforms, amounting to just 7.1K followers.
Rhode doesn’t have its official YouTube channel as of now. But they still have a presence, all thanks to Hailey again. She has a dedicated playlist called Meet rhode which has 16 videos but has garnered more than 88K views. But their branding isn’t limited to this playlist alone.
Her recent upload is about celebrating their pocket-sized pop-up launch and it already has 509K+ views. Other YouTubers might need to upload more videos to reach a subscriber base in millions but for Hailey, she has a following of 2.36M subscribers with just 129 videos.
What makes Rhode’s social media strategy viral?
1. Cult-like following
Rhode Skin’s fans are more than just customers; they are ambassadors, advocates, and devotees who passionately promote the brand like it’s their personal mission.
It’s the equivalent of being part of a skincare sorority where product recommendations feel like inside secrets shared among friends. This following grows because of the brand’s seamless ability to make every customer feel valued.
By reposting user-generated content and offering sneak peeks or exclusive drops, Rhode builds trust and excitement. This dynamic turns casual buyers into lifelong, loyal fans who will proudly tell anyone who listens about their “Rhode glow-up.”
2. Authenticity in the product line
Rhode Skin’s authenticity starts with its founder, Hailey Bieber, who embodies the brand’s minimalist luxury ethos. This isn’t just another celebrity vanity project; it’s a skincare line infused with her genuine passion.
The sleek, simple design of the packaging reflects Rhode’s “less is more” approach, catering to consumers who crave effective, clean beauty solutions.
There’s no over-the-top marketing fluff—just Bieber’s skincare journey, told through the products. That level of authenticity resonates deeply with today’s audience, who demand transparency and real results, not just a famous face. It feels like Rhode is creating skincare with love and purpose, and that vibe spreads.
3. Creative take on trends
Rhode Skin is a master of riding the wave of social media trends, seamlessly inserting its products into the digital zeitgeist.
Whether it’s through TikTok challenges, Instagram beauty reels, or viral hashtag campaigns, Rhode knows how to blend fun with functionality.
They make skincare feel like an experience rather than a routine. Each new trend they embrace is done with a unique, creative twist—no carbon copies here. Be it installing live popup booths or promoting a lip case selfie, their idea of marketing is simply genius.
For example, if we take their booths. They are just too good of a trend in itself. That’s a big-time campaign to lure hundreds of people to try out their products and document their experience.
This keeps the brand fresh and exciting, not only catching the eye of trend-savvy Gen Z but also capturing the hearts of those looking for something more playful in their beauty regimen. Their campaigns practically beg you to share them.
4. Active with social listening
Rhode Skin doesn’t just listen to what people say; they lean in, react, and evolve. This brand is a pro at monitoring social conversations, gathering insights from customers, and adapting its strategies based on real-time feedback.
If fans love a certain product feature or crave a new launch, Rhode is quick to respond, tweaking formulas, improving packaging, or even launching new products to meet the demand.
This level of interaction creates a feeling that Rhode isn’t just a brand but a living, breathing part of its community, adapting and evolving alongside its customers. It’s like having a skincare BFF who always knows what you need next.
Rhode’s social media strategy in a glimpse
In case you didn’t know, Rhode reached the $10 million sales milestone in just 11 days after its launch in 2022 and had garnered over 1 million sign-ups on the waitlist. And by now, it’s evident that social media had a gigantic role to play in this.
Let’s get through the platform-wise breakdown of their social media growth:
From June to Sept 2024, Rhode Skin got 47.8K engagements per post with a cumulative of 3.4M total engagements. The peak engagement happened in the last week of June.
The follower growth increased by an approx of 10K each week. The most frequent post type is carousel but their image format seems to be working the best in terms of engagement.
They post carousels twice the number of reels while the most engaging format, image, only makes up for 13% of their content on Instagram.
There’s a steep decline in terms of engagement because of occasional posting on Facebook. Yet they have managed to get an average of 64 engagements per post. Their total engagement goes up to a dismal 1.09K with 17 posts.
As we mentioned earlier, Rhode only reshares the Reels they make for Instagram to Facebook and that’s exactly what this graph shows. There is only one content format with a poor follower growth rate.
TikTok
Rhode posts 2 videos a day and has been showered with likes in millions. Their typical views range from 11K to 180K per post.
Their popular posts crossing millions of views feature Hailey and even Justin Bieber, one of the most popular social media sensations in the world.
Regarding engagement, Rhode Skin Twitter performed the best during July’s third week. The social team is active with replies and reposts on Twitter and has achieved 244,714 impressions in 3 months.
YouTube
Since Rhode doesn’t have its own YouTube channel, we have tracked Hailey’s channel to understand the brand exposure a bit better on YouTube.
She posted one video in the last 3 months which has received more than 500K views, 18K+ likes, and 700+ comments. There hasn’t been a major change even in the subscribers since then.
Give social listening a try
Rhode Skin’s viral rise is the ultimate glow-up story! Hailey Rhode Bieber didn’t just launch a skincare line—she created a whole vibe. By blending minimalist, clean beauty with out-of-the-box ideas, Rhode Skin became a lifestyle that fans can’t get enough of.
From TikTok trends to pop-up booths, Hailey knows how to make skincare fun and build a community that feels like a beauty sorority. Add in some genius social listening, and you’ve got a brand that’s always evolving with its fans, making them feel like VIPs in the Rhode world.
Want to give your brand a glow-up too? Book a demo with Keyhole and see how social listening can take you viral!
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