In an exclusive interview with Vogue, co-founder and CEO of Rhode, Becka Ratner, refers to her partner, Hailey Bieber, as the “beauty whisperer” due to her innate understanding of the beauty industry and what drives excitement and sales. Together, they have worked on the brand from its conception to its launch and beyond, always united in their vision of engaging with consumers. They saw a whitespace in the market for a brand focused on curated skincare essentials that are minimalist, highly efficacious, and affordable. Ratner joined Bieber to bring this vision to life, drawing on her experience in marketing at Michael Kors and Reformation before starting her own consulting business.
Bieber and Ratner’s success with Rhode can be attributed to their non-traditional backgrounds in the beauty industry, allowing them to approach the brand in new and disruptive ways. They make data-driven decisions based on consumer insights but also trust their intuition, leading them to stand apart from other brands. One of their successful innovations is the Lip Case, which combines a Peptide Lip Treatment with a phone case, addressing a daily need for customers. This unique product has garnered significant interest, with hundreds of thousands of people on wait lists for both the Lip Case and Peptide Lip Tints.
Looking forward, Rhode has recently launched a kit of products housed in a bubble bag, marking another significant moment for the brand. Hailey Bieber has teased the release of cheek color products on her Instagram, hinting at exciting developments to come. Whatever is next for Rhode, it is sure to become the next beauty must-have, continuing the brand’s track record of innovative and successful products. The brand’s success can be attributed to their focus on minimalist, highly efficacious skincare essentials at an affordable price point, combined with disruptive marketing strategies that set them apart from traditional beauty brands. Together, Hailey Bieber and Becka Ratner have created a brand that resonates with consumers and continues to drive excitement and sales in the beauty industry.
