One thing about Hailey Bieber is she is most definitely not another celebrity cashing out in the beauty space. We all know Rhode, the brand where she has brought to life a beauty platform no one else has.
Where she’s transformed her personal aesthetic into a billion-dollar company.
When Rhode launched it didn’t drop with the magnitude of products we seem to be hit with when other beauty brands appear in the market. Instead, Rhode sold us something unique Hailey’s very own signature look the “glazed donut”. Think glossy, dewy and pretty much edible skin – this phenomenon struck the internet hard and had everyone talking.
It wasn’t just a caption for Instagram and TikTok it became the very essence of the brand with products featuring the star word of the movement “glazing” throughout. There is the Peptide “Glazing Fluid” and the “Glazing Mist”, which explains why everyone wants to buy, there’s a cultural movement where everyone wants to be a glazed donut just like Hailey. Rhode ran with this and used it to strengthen their brand and went as far as to partner with Krispy Kreme circling the brand right back to the glazed donut movement.
So how did she do this? Well Hailey changed it up instead of chasing trends till there was an oversaturation that would evidently kill the vibe, she created her own. We’ve seen wide product ranges with retailers jumping at them – everyone knows Sephora stocks Fenty, but Hailey changed it all. She curated a brand, movement and feeling off of one specific, personal alethic and guess what the world bought into it.
How successful is the movement some ask but the answer is simple: very, with over 440,00+ on waitlist and instant product sell out Rhode took the beauty world Nc made it it’s own (Bharade, 2025). Spanning across social media we saw the rise of glazed skin tutorials, GRWM’s and glazed memes. Now three years afer its launch the brand is value at over $1 billion (Bharade, 2025). It’s fair to say Hailey didn’t just have luck with good marketing she drove an idea so strong that it became a cultural understanding.
What makes Rhode different? It continuously resists the drop of micro-trends, TikTok, Instagram devour trends weekly and as quickly as they appear they leave in double the time. Rhode though it stays locked in on its true product Hailey, people aren’t buying the product their buying “the glaze” they want to buy Hailey’s aesthetic.
TikTok Backlash: HERE VS TikTok Hype: Here
She didn’t chase trends, she became one. Love her or hate her, it can’t be denied: she cracked the beauty world.
Kathrynf 
Alexander Hanjin De Filippo 
Eabha Quinn
Rhode demonstrates the strength of having a clear vision in the beauty industry. Hailey didn’t just follow trends; she set one herself, turning the “glazed donut” look into a movement that truly resonated with people.