In just three years, Hailey Bieber didn’t just launch a skincare brand she built a cultural movement. Rhode rocketed from zero to a billion-dollar exit by turning influence into authentic connection. This is more than a celebrity success story; it’s a modern masterclass in how to build belonging before selling.

In a world flooded with product drops and influencer hype, Rhode cut through the noise. Not by being louder, but by being more human. Every touchpoint was thoughtful. Every post intentional. Every decision shaped by community. This wasn't just brand building. It was brand soulcraft. Here's how she did it, and how you can, too.

1. Build the Brand Before the Product

Before Rhode had a product, it had a presence. Hailey and her team spent over two years nurturing anticipation: teasing textures, color palettes, and daily routines. They created emotional equity long before they created inventory.

By the time the products arrived, the brand already had a line of loyalists.

Lesson: Emotional resonance precedes transactional value. Build the story people want to be part of then sell the chapter they can hold.

2. Content Is the Strategy, Not the Afterthought

If Gen Z lives online, then Rhode mastered their native tongue. Every Instagram carousel, TikTok tutorial, and email campaign was crafted to reflect, inspire, and relate.

Rather than hard-selling serums, Rhode sold self-expression. Their content told the story of a lifestyle not a product catalog.

Lesson: Content isn't just what you say. It's who you become in the mind of your audience. Stop creating posts. Start creating presence.

3. Create With Your Audience, Not Just For Them

Rhode didn’t broadcast to its community; it built with them. Every product launch felt like a collaboration. Fans became the R&D team, the marketing engine, and the customer feedback loop.

User-generated content wasn’t an afterthought, it was the campaign. That co-creation dynamic is what made Rhode feel less like a brand and more like a movement.

Lesson: Make your audience your co-founder. You can’t scale connection, but you can scale collaboration.

4. Scarcity with Soul

Rhode used scarcity wisely. Limited inventory, small batch releases, and real waitlists created anticipation, not anxiety. This wasn’t FOMO marketing. It was intentional access.

Lesson: Scarcity should feel like an invitation, not a manipulation. Done well, it honors the value of your brand.

5. Trust Before Transaction

From clean formulas to transparent messaging, Rhode led with integrity. Trust became the brand’s most scalable asset. Customers weren’t just buying skincare. They were buying into values they believed in.

Lesson: Trust is the new influencer. Build it like equity, because that’s exactly what it becomes.

6. Founder-as-Influencer Strategy

Hailey didn’t just put her name on the label, she put her face, voice, and story into the feed. Her presence wasn’t performative; it was participatory. From showing product demos to resharing DMs, she brought the audience behind the scenes and into the brand.

Lesson: In a saturated market, your story is your strategy. People follow people, not logos.

7. Influence to Exit: When Belonging Drives Value

Hailey Bieber sold Rhode for a reported $1B—and it wasn’t just because of name recognition. It was because she turned community into capital. Every follower became a brand advocate. Every purchase reinforced brand trust.

Lesson: Influence may ignite attention, but execution fuels the exit.

Key Takeaways for Founders and Brand Builders

Start with soul: Define what you stand for before you define what you sell.

Don’t talk at people: Build with them. Invite collaboration.

Show up consistently: Founder visibility builds loyalty.

Scale trust, not tricks: Values create virality.

Design scarcity with care: Make people feel chosen, not manipulated.

Final Thought

Rhode didn’t just launch a product, it launched a playbook. For every founder, creator, and marketer, this brand journey is more than inspiration. It’s a roadmap.

Because in 2025, success doesn’t belong to the loudest brand. It belongs to the most aligned.

So the question isn’t how many followers you have. It’s how many believers you’re building.

Want help building your brand with clarity, connection, and community? Let’s talk.