Rhode

Hailey Bieber launched a skincare brand in 2022 with four products. Two years later, the brand's best known accessory was not a face cream. It was a pink silicone phone case with a slot designed to hold a lip gloss. Rhode, named after Hailey's middle name, launched in June 2022 with a peptide glazing fluid, a lip treatment, a barrier restore cream and a cleanser. The line launched at between $16 and $30 per item, directed to consumer. Two years after launch, the brand released a branded silicone phone case that carried the Rhode lip treatment on a clip, priced at $35. The phone case sold out in multiple drops and became an Instagram object that drove significant brand awareness independent of the actual skincare products.