You’ve probably heard of Rhode, even if you haven’t tried it yet. Founded in 2022, the brand has released only around 15 products - most deceptively simple -, and in just a few years, it’s become a beauty phenomenon. So much so that e.l.f. Cosmetics acquired Rhode for a staggering $1 billion. That’s right: a brand with a tiny product lineup, minimal marketing noise, and a focus on versatile, everyday products is suddenly everywhere. You might be wondering: how did Rhode become this popular so fast? The secret isn’t just Hailey Bieber’s signature “glazed donut” glow; it’s the way the brand turns minimalism into maximum cultural impact.
Mapping Shades to Personalities
Rhode’s clever approach starts by adopting viral aesthetics that already exist online and turning them into structured, wearable micro-identities - from Clean Girl to Coquette Girl - amplified alongside product launches. Hailey Bieber perfectly embodies the clean, effortless trend. Videos of Hailey using Rhode products aren’t just tutorials; the lighting, tone, and styling position the products as central to her look and lifestyle. In other words, Rhode doesn’t sell a tint - it sells the vibe that goes with the tint, making it effortless for consumers to step into the trend.
Each viral aesthetic becomes a micro-identity, a digestible persona with its own mood, colour palette, and lifestyle cues. Rhode pairs these micro-identities with its Peptide Lip Tint range, using shades that match the aesthetic’s colours and food-inspired names for a playful sensory twist. These tiny details give structure and emotional connection, letting consumers inhabit a mood or persona with a single swipe.
Here’s how Rhode’s micro-identities map to shades and colours:
- Clean Girl g Vanilla: Creamy neutral, soft beige, minimal and fresh.
- Espresso Girl g Espresso: Deep coffee-brown, sleek, polished, and focused.
- Cinnamon Girl g Cinnamon: Warm spice tones, cosy, autumnal textures.
- Coquette Girl g Jellybean & Ribbon: Soft pinks and whites, whimsical, romantic, cottage-core charm.
- Cherry Girl g Raspberry Girl: Bold burgundy-mauve, confident and high-energy.
- Latte Girl g Toast & PB&J: Light browns and caramel hues, soft, casual-chic warmth.
- Strawberry Girl g Strawberry: Candy-pink, playful, youthful vibrancy.
- Lemon Girl g Lemontini & Passionfruit Jelly: Bright yellows, sunny, fresh, summer-ready energy.
The genius of micro-identities is how effortlessly users can move between them throughout the day - Clean Girl in the morning, Espresso Girl at work, Cherry Girl at night - all without overthinking. The food-inspired shades translate aesthetics into mini taste experiences: Toast is the first warm bite of a morning slice, comforting and soft; PB&J is sweet, playful, and nostalgic; Lemontini zings like a tangy citrus spritz, bright and energizing; Cinnamon curls like a cozy, spiced hug; Raspberry Girl pops like a tart berry candy, bold and lively; Vanilla smooths the palate like a creamy classic. By combining viral aesthetics, shade colours, and these taste-inspired cues, Rhode transforms simple lip tints into mini sensory experiences, letting users step into a micro-identity with every swipe.
From Feed to Reality: Immersive Experiences
Rhode doesn’t stop at lip tints. Its curated social media feed acts like a runway for each micro-identity, temporarily shifting from signature grey to match the new product launch. For Lemontini, the feed exploded in bright, zesty yellow, perfectly capturing Lemon Girl’s sunny energy. Cinnamon Girl posts glow with warm, cosy tones, and Soft Girl is all muted pinks and gentle blush. The feed doesn’t just show products - it immerses viewers in the mood, making the aesthetic feel achievable and aspirational.
Offline, Rhode’s pop-ups are miniature universes for each identity. The Rhode Summer Club, for instance, brought Lemontini to life at a beach club with butter-yellow décor, lemon-flavoured cocktails, and popsicles, turning the product into a multi-sensory experience. Even everyday touches, like blushes paired with Peptide Lip Tints and the Lip Case - a phone case designed to hold a tint - keep micro-identities seamlessly woven into routines. These details make participation effortless, playful, and satisfying.
By combining viral trends, micro-identities, curated visuals, playful shade names, strategic pairings, and immersive experiences, Rhode creates a sneaky but irresistible FOMO effect. To fully rock an aesthetic - from Lemon Girl’s sunlit zest to Coquette Girl’s whimsical cottage-core charm - you need the products. These minimal, versatile tints aren’t just makeup; they’re tiny passports into moods, mini-personas, and trends you can wear. Swipe on, step in, and suddenly your daily routine feels a little more like a curated, perfectly tinted lifestyle.
