Highsnobiety

Everything Hailey Bieber — or at least her marketing team — touches turns to gold. Rhode Skin, the model and entrepreneur's beauty brand, is riding high on a streak of wildly successful launches.

Its most recent win: the release of Pocket Blush, Rhode's first foray into makeup.

The product itself isn't exactly innovative. It's a stick of cream blush packaged in a palm-sized tube. Countless other brands — Pat McGrath Labs, Milk Makeup, Westman Atelier, Merit, etc. — offer essentially the same product.

But Pocket Blush is garnering outsize buzz all the same. It's pretty obvious that Bieber herself has a lot to do with the hype. She's a celebrity with a massive following — everything she does, from the clothing she wears to the makeup products she uses, becomes a headline or a full-blown trend.

What's less obvious is how Rhode capitalizes on her fame. Cleverly, the brand has become a vehicle to turn the countless fads Bieber inspires into product that fans can buy straight from the source.

Take, for example, Rhode's best-selling moisturizing serum. In 2021, Bieber posted a TikTok video of her skincare routine, captioning it "glazed donut vibes." "Glazed Donut Skin" quickly caught on, becoming shorthand for a glowy, moisturized complexion.

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A year later, Rhode went live. Its hero product: Peptide Glazing Fluid, a milky serum that promised a Bieber-level glow. Fans no longer had to recreate her look by layering on a mash-up of face creams, oils, and highlighters — they could buy Glazed Donut Skin in one fell swoop, directly from the woman who started it all.

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The launch of Pocket Blush followed a similar playbook. Flushed cheeks have been a hallmark of Bieber's makeup looks for years. In 2023, she posted a TikTok video documenting her liberal use of blush, captioning the clip "Everyday Strawberry Makeup." Unsurprisingly, it jump-started a new trend: Strawberry Girl Makeup, defined by berry-stained cheeks and freckles.

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Pocket Blush may not reference Strawberry Girl Makeup by name, but its intent is clear. Just like Rhode's Peptide Glazing Fluid, it offers an easy way to recreate a trend that Bieber, knowingly or unknowingly, birthed.

It's a pretty untouchable strategy and for that, we have to give it up to Bieber and her team for turning Rhode into more than just a celebrity beauty brand. Every product it releases is a cultural moment — even if it bears an uncanny resemblance to a vulva.

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