Rhode Skin: As a Graphic Designer's Perspective
Exploring the Journey and Potential Growth of Hailey Bieber's Skincare Brand, Rhode Skin
Rhode Skin was launched by Hailey Bieber on June 15, 2022. Like how it always starts, her passion for skincare, cultivated from a young age through her grandmother and mother, drove her to create her own brand. The brand was conceptualized during the pandemic and represents her commitment to quality and simplicity.
Although in the beginning of Rhode Skin's launch, there was an issue with the brand name. A fashion company named Rhode, established in 2013, sued Hailey Bieber for trademark infringement, claiming that her use of the name Rhode for her skincare line caused confusion with their brand. Despite this legal challenge, Hailey Bieber has temporarily won the right to continue using the name Rhode for her skincare line, although the lawsuit is still ongoing and the fashion brand continues to fight for their trademark rights.
This is a behind-the-scenes look at how Rhode Skin was built, sharing the ups and downs with her community. Hailey Bieber shows that she is not just the face of the brand but also a deeply involved co-founder.
Brand Identity and Package Design
From a graphic designer’s viewpoint, Rhode Skin stands out with its minimalist aesthetic, which is evident in its packaging and overall branding. The design philosophy is rooted in minimalism, which is not only visually appealing but also aligns with the brand's ethos of simplicity and effectiveness.
Logo and Branding: The Rhode logo is clean and straightforward, utilizing a sans-serif typeface that conveys modernity and clarity. The choice of typography is critical as it enhances readability and aligns with the minimalist aesthetic. Despite initial plagiarism allegations, the logo effectively communicates the brand’s identity.
Packaging Design: The packaging is sleek and understated, using a limited color palette and clean typography. This simplicity makes the products feel premium without being ostentatious. The use of neutral tones with subtle accents reflects a modern and sophisticated look, appealing to a wide demographic.
Product Range: Unlike many celebrity brands that price their products exorbitantly, Rhode maintains reasonable pricing, with lip tints at $18 and phone cases at $35. The lip tint’s phone case is practical and elegant, featuring a soft-touch tube that is both tactilely pleasing and functional. It offers both affordability and luxury, embodying the brand’s mission to provide high-quality skincare accessible to a broader audience. This strategy broadens the brand’s appeal, allowing non-fans to engage with the products and feel part of the current trend.
User Experience: Rhode Skin excels in creating a seamless user experience. The product design considers the practical needs of consumers, such as the inclusion of sunscreen ingredients in the lip tint to offer additional benefits. This attention to detail enhances user satisfaction and loyalty.
Launched First Pop Up in SoHo
Rhode’s first pop-up store in Soho, New York, was a strategic move, leveraging Hailey’s roots and the city's vibrant culture.
The store's design mirrored the brand's minimalist theme, creating a cohesive brand experience. The long lines and high foot traffic demonstrated effective brand engagement and consumer interest.
- It was held from June 24 to July 3, 2024. Was open daily from 11 AM to 7 PM -
Future Considerations
Her brand has seen success, from the lip tint to the blush. However, I am curious to see how this brand will evolve and whether it can expand its consumer range beyond teenagers and influencers to a broader audience.