"A few weeks ago, a Rhode billboard appeared on the road along the way to Coachella. Powder pink background, hot pink type, and multicolored daisies. It didn't look like Rhode's typical visual brand, which is defined by subtle Swiss minimalism, conveyed in cool grays, white, and boxy sans serifs. It signaled something new. "See you down the Rhode," it said. What was at the other end?"
"The billboard was part of a larger product launch teed up on social the week before: "spotwear" pimple patches and banana peel eye patches in partnership with Rhode founder Hailey Bieber's husband, Justin Bieber, who performed at the festival (shout-out, Beliebers and lonely girls). The products weren't yet available, but they would be at the brand's festival activation, Rhode World. If you didn't have one of the multi-tiered wristbands that got you into Rhode's house party, you could still feel you were part of it when the products launched the following week."
"That consistent, discerning attention to 360 degrees of detail is also what's made the brand a success. Bieber, along with business partners Michael D. Ratner and Lauren Ratner, flipped a billion-dollar business in three years. Rhode launched direct-to-consumer (DTC) in 2022, and E.l.f. Cosmetics acquired it a mere three years later in 2025 (and is now in retail)."
"Rhode's aesthetically refined brand and packaging position its products as aspirational. And its brand marketing, which centers on an elevated, tightly configured visual identity, highly editorial campaigns, is a huge reason why. That it often involves a revolving door of talent we're all already talking about online ( Sarah Pidgeon from FX's ! Harris Dickinson in his Babygirl moment!) doesn't hurt."
A Rhode billboard on the way to Coachella used a powder pink background, hot pink type, and multicolored daisies, signaling a new direction beyond the brand’s usual Swiss-minimal, cool-gray identity. The billboard promoted “spotwear” pimple patches and banana peel eye patches, tied to a product launch teased on social media. The launch connected to Rhode World, a festival activation where products would be available, even for people without multi-tiered wristbands. Rhode’s success is attributed to consistent attention to detail across all touchpoints, refined packaging, and elevated, editorial campaigns. The brand grew quickly after launching direct-to-consumer in 2022, and was acquired by e.l.f. Cosmetics in 2025.
Read at Fast Company
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