rhode Winter Lip Collection Sells Out in Minutes, Sparking Frenzy on Resale Platforms
LOS ANGELES, CA — Hailey Bieber’s beauty brand, rhode, released its highly anticipated Winter Lip Collection today at 9:00 AM Pacific Standard Time, leading to a complete sellout of all three products within 18 minutes.
According to rhode’s official website, the collection, featuring two new Lip Peptide Treats in shades ‘Ribbon’ and ‘Cocoa’, alongside a limited-edition ‘Holiday Glaze’ Lip Gloss, was listed at a retail price of $18 each. The brand confirmed via its social media accounts that inventory was exhausted in under 20 minutes due to overwhelming demand. By 9:30 AM PST, third-party marketplaces such as StockX and eBay listed these items at resale prices exceeding $150 per unit, with some bundles reaching $400.
Industry analysts attribute this rapid sellout to a combination of brand loyalty and viral marketing strategies, including influencer pre-reviews on TikTok. A rhode representative stated that no immediate restock has been scheduled, encouraging customers to monitor official channels for updates. The incident underscores the ongoing trend of limited-edition beauty drops driving secondary market activity.