Stripping brands of their cult marketing: Rhode
Doing what most brands hope consumers won’t: taking a look at what's under the hood.
Rhode, Hailey Bieber’s skincare line, has quickly become the ‘it girl’ beauty brand of today. Hailey and her team have the Midas touch when it comes to Rhodes marketing; every product Rhode has dropped since it launched has quickly turned to gold.
Hailey has a lot to do with the hype of her brand, since she has become the poster-celebrity for trends in the last few years. Rhode’s marketing team knows how to capitalise on this, crafting campaigns that effortlessly turn Hailey-driven internet fads into must-have products straight from the source.
When Hailey introduced Rhode to the world, she described it as:
"more than a skincare brand; it's a reflection of my values—simplicity, affordability, authenticity, quality, and transparency."
That word ‘transparency’ seems to be pivotal to Rhode’s branding. They’ve leaned into it heavily, showcasing 3 “key ingredients” for each product prominently on their website, with a UX design that redirects consumers to a longer, more detailed list further down the page. The emphasis on “intentional ingredients” seems thoughtful on the surface, but upon closer inspection, it starts to feel like cash-grab terminology—a strategic attempt to make the brand appear conscious for the well-being of their consumers or more science-forward than it actually is.
Like many brands today, Rhode appears to take advantage of the fact that most consumers don’t understand what these ingredients are and therefore won’t take the time to scrutinise their lengthy ingredient lists . These lists, while normalised in the beauty industry, can often be overwhelming and opaque. Yet, brands like Rhode have a responsibility when they market themselves through the lens of ‘ingredients.’ If they truly aspire to be transparent, they owe consumers a clear explanation of why these ingredients are included, their purpose, and any potential associated risks.
So, let’s do what most brands hope consumers won’t: take a deeper dive into Rhode’s most popular products and their ingredients.
GLAZING MILK
In 2021, Hailey posted a video of her skincare routine and captioned it “glazed donut vibes,” a phrase that quickly caught on to mean “glowy complexion.” This viral moment helped kickstart Rhode, and a year later, Hailey and her team launched a skincare line designed around the idea that consumers only need to: prep, cleanse, glaze, comfort, and seal—promising that they, too, could look like a Krispy Kreme donut.
The "Glazing Milk" is marketed as an “essential prep step to calm skin and begin the Rhode routine.” According to Rhode, its three key ingredients are:
CERAMIDE TRIO: Boosts skin’s barrier function for healthy-looking skin.
BETA-GLUCAN: Polysaccharides that help lock in moisture and calm skin.
MAGNESIUM, ZINC + COPPER BLEND: Defends against free radicals for plump, healthy-looking skin.
However, a closer look at the full ingredient list reveals that these concentrations are likely moderate based on their placement.
One notable concern in the Glazing Milk’s formula is the use of PEG-7 Glyceryl Cocoate, a synthetic thickener. PEG compounds could carry a risk of contamination with ethylene oxide and 1,4-dioxane, both of which are classified as carcinogens. Additionally, petroleum derivatives used in many synthetic ingredients are processed with carcinogenic contaminants and byproducts, which are not always entirely removed during production. For those prioritising safer skincare, it’s worth avoiding petroleum-based ingredients altogether.
The main issue with this "prep step" is how it’s positioned as part of a multi-step routine involving five to six other products. Rhode are marketing in a way that consumers need to buy in-to the entire regimen to achieve the Hailey Bieber glow. But if the foundational ingredients in these products aren’t considered great, you’re potentially compounding your risk.
POCKET BLUSH
In 2023, Hailey posted a TikTok captioned “Everyday Strawberry Makeup,” which, like clockwork, sparked a new trend centered around berry-stained cheeks. It’s likely that Rhode’s marketing team had already planned for this trend, strategically using the post as a precursor to the Pocket Blush launch.
The product itself isn’t exactly groundbreaking; it’s a stick cream blush packaged in a palm-sized tube—a format that’s already available from alternative brands on the market (see the alternatives linked below from Westman Atelier)— but the packaging perfectly fits into the familiar approach of Rhodes marketing playbook.
Beyond the punchy packaging and slick campaign, the product’s synthetic ingredients leave much to be desired. Notably, it contains:
Titanium Dioxide (nano form): A potential carcinogen.
Silica (nano form): May increase carcinogenic risks.
Red 7 & Iron Oxides: Common colourants with potential risks of heavy metal contamination.
Once again, these concerns beg the question: why not reformulate? The presence of these potentially hazardous ingredients once understood, undermines the product’s appeal. Moreover, by marketing this blush as part of a larger routine, Rhode risks encouraging consumers to layer products containing questionable ingredients—potentially compounding potential risks over time.
PEPTIDE LIP TINT
Hailey Bieber is known for her signature "Baldwin pout," so adding a lip product to Rhode’s lineup was bound to be a hit. The Peptide Lip Tint has become so popular it even comes with its own phone case (sold separately ofc).
However, like most lip products on the market, its formulation contains petrochemical derivatives, synthetic dyes, and ingredients with comedogenic properties (which can clog pores).
Some of the key concerns include:
Petrochemical-Derived Ingredients: Microcrystalline Wax and Polybutene carry risks of contamination with polycyclic aromatic hydrocarbons (PAHs), which are carcinogenic.
Synthetic Dyes: Red 6, Yellow 5 Lake, and Blue 1 Lake pose risks of skin irritation, allergic reactions, and potential heavy metal contamination.
What makes these concerns even more significant than those in the other Rhode products listed above, is the fact that lip products are directly applied to the mouth. Every time you use a petroleum-based lip product, you’re unknowingly ingesting trace amounts. This ingestion increases the cumulative risk of exposure to potentially harmful substances.
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Overall, Rhode isn’t the worst brand out there—simply because most brands are held to the low standard of being quite bad when it comes to ingredients. But unlike many other synthetic beauty brands on the market, Rhode’s mass reach and popularity come with a responsibility.
A suggestion for Rhode to improve would be to make their ingredient lists more digestible for audiences. They already do a good job of offering more information when you hover your curser over their lists, explaining what each ingredient is used for and why it’s included. However, they should also be transparent about any potential associated risks if they’re committing to using certain ingredients. This would empower consumers to make more informed decisions about what they’re putting on their skin.
Not just Rhode, but all synthetic skincare products on the market today, raise the same question:
Why?
Why include ingredients that could carry traces of carcinogens in your formulas? It’s nearly 2025—we should have better alternatives by now that are equally high-performing but without the potential risks; risks that could be mitigated with a cleaner formulation, yet cult-brands like Rhode seem to prioritise aesthetics and marketing over ingredient integrity.
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Side Note: Synthetic products from reputable brands that comply with strict EU and FDA regulations are generally considered safe due to rigorous testing standards. Personally, I choose to avoid products containing "PEG" compounds or fragrance. For me, the potential risks aren't worth it, especially with so many other synthetic brands offering alternatives without these ingredients. Ultimately, the key takeaway from this article is to highlight how clever marketing can sometimes overshadow our autonomy in making informed purchase decisions.
Alternative product suggestions to those listed absent of PEG-Compounds & lower heavy metal traces:
Resources used for this article:
Do you have any training in chemistry and statistics or are you just parroting Wikipedia? Everything has the “potential” to cause cancer.
i’ve never tried her line but hailey & her team do know how to market—rhode’s marketing is top tier. i get how people will “glaze” over the ingredients.