Rhode Deal Redefines Influencer Brands | Colibri Digital Marketing

Rhode made its debut in 2022 as one of many influencer brands, introducing a carefully curated product lineup and a well-defined aesthetic. But what set it apart was Hailey Bieber’s role not just as a founder, but as the brand’s face and voice.

Bieber didn’t merely attach her name to the brand; she poured her essence into Rhode, making it a true reflection of her identity. Her followers weren’t just buying skincare; they were buying into her lifestyle, aesthetic, and values. Her dedication to authenticity brought Rhode to $212 million in net sales in under three years, with only 10 products.

This level of rapid growth is nearly unheard of in traditional consumer cycles, but it proves the power of emotionally driven marketing and direct community engagement. 

Bridging DTC and Retail Growth

Rhode launched as a direct-to-consumer (DTC) brand and achieved remarkable success.  With sold-out launches, waitlists in the hundreds of thousands, and pop-ups that attracted lines around the block, Rhode’s success was largely organic.

This deal marks the next phase of growth, expanding into global retail markets. With e.l.f.’s infrastructure, Rhode products are already set to hit Sephora shelves in the U.S., Canada, and the U.K. This transition from DTC to multi-channel retail will not only expand Rhode’s customer base but also redefine how influencer brands leverage social proof to enter traditional channels.

DTC is not the final destination but rather a testing ground. For marketers, the key insight is clear: online success creates momentum, yet retail remains a crucial driver of growth, especially when a strong reputation and engaged community are already established.

Authenticity as Strategy – More Than a Buzzword

Rhode’s actual value to e.l.f. extended beyond its revenue – it was its cultural influence. Under Hailey’s leadership, Rhode soared to the top as the #1 skincare brand in earned media value (EMV), with an impressive 367% year-over-year growth. This wasn’t driven by paid advertising; it was organic demand, a reflection of the brand’s compelling narrative, cohesive aesthetic, and Bieber’s genuine authenticity.

Modern consumers, particularly Gen Z, are quick to spot inauthentic marketing. The future of brand building lies in founder-led strategies, emotional intelligence, and deep community connections. Flashy ad campaigns didn’t drive Rhode’s success; it was built on trust.

From Stars to Entrepreneurial Leaders

This deal raises the bar for influencer brands. Fame alone isn’t enough anymore; active involvement is key. Bieber will continue as Rhode’s Chief Creative Officer and Head of Innovation while also serving as a strategic advisor for e.l.f. Beauty. Her continued hands-on role helps maintain the brand’s authenticity and creative direction.

The lesson for marketing teams? When working with influencers, the most successful outcomes come from true partnership, not just licensing deals. Consumers want founders who live the brand, not just endorse it.

A Marketing Playbook for the Next Generation

The Rhode deal provides several strategic insights for marketing professionals aiming to build modern brands:

Less is More

Rhode thrived with just 10 products, prioritizing quality, consistency, and storytelling over an extensive catalog. Thoughtful curation can drive demand, spark consumer interest, and streamline marketing efforts.

Nail the Aesthetic

Rhode upheld a sleek, minimalist brand identity across everything from packaging to social content. This cohesive visual branding made the product instantly recognizable and played a crucial role in its viral success on Instagram and TikTok.

Build Community, Not Just Customers

Fans lined up for hours at pop-ups, drawn by a strong personal connection to the brand. Their emotional investment transformed buyers into devoted customers, demonstrating the power of community-driven marketing.

Own the Narrative

Hailey Bieber leveraged her own platforms, Instagram, YouTube, and TikTok, to share her brand’s story. By actively using her product, she established credibility and trust. This founder-as-influencer approach fosters an authenticity that traditional marketing simply can’t replicate.

The Future of Influencer Brands

Influencer brands and marketing have evolved. Deals like Rhode x e.l.f. mark a shift from simple transactional sponsorships to transformational entrepreneurial partnerships.

This new model enables influencers to:

• Build real equity in brands they believe in
• Collaborate with industry experts to shape product strategy
• Leverage their platforms for authentic storytelling rather than mere promotion

For agencies and marketers, this means rethinking how to approach influencer brands and relationships. Instead of asking “How can this person help sell a product?”, the better question is “How can we create a brand this person is proud to own?”

Why This Matters for Marketing Agencies

Agencies must adapt to the creator economy. Running paid media and influencer campaigns alone is no longer sufficient; the future belongs to marketers who understand:

• Cultural relevance
• Community engagement
• Content-driven commerce
• Strategic brand building from the ground up

To thrive, agencies must think like venture partners, guiding clients in launching and scaling brands that are both emotionally compelling and structurally sound.

Final Thoughts: The New Standard

Hailey Bieber’s billion-dollar Rhode deal with e.l.f. Beauty is more than a major acquisition; it’s a masterclass in the intersection of influence, strategy, and community.

It reinforces a core truth: the most effective marketing doesn’t feel like real marketing. It feels like a connection that builds trust and creates something real and lasting.

As agencies and influencer brands look ahead, one thing is clear: the blueprint is changing. And if Rhode is any indication, the rise of the founder-influencer is only the beginning.

Want to learn more about leveraging influencer marketing for your brand? Reach out to discover how we can help you create powerful, authentic campaigns that drive real results.