How Hailey Bieber and Rhode Mastered the Hero Product Strategy

When Hailey Bieber launched Rhode in 2022, the skincare brand quickly gained attention for its minimalist, hydration-focused products designed to give you that sought-after dewy glow. But let’s be real—one of the biggest reasons people took notice? Hailey Bieber herself. With skin that people are obsessed with, it’s no wonder her products were destined to fly off the shelves.

The star of the Rhode lineup is undoubtedly the Peptide Glazing Milk, a lightweight serum that’s taken social media by storm. With a price point of $30, this product alone has driven much of the brand’s early success, selling over 551,000 units and generating an estimated $16 million in revenue, according to Particl.

In fact, Rhode’s product strategy continues to outperform industry benchmarks. The Rhode Kit, which includes curated bestsellers, has brought in over $12.1 million. The viral Lip Case has generated $9 million from more than 242,000 units sold. And the Pocket Blush in Sleepy Girl shade alone has sold over 326,000 units for $7.8 million. Across its top 11 products, Rhode has created a high-volume, high-velocity product engine that delivers both cultural relevance and commercial ROI.