rhode Just Disrupted the Skincare Industry by Winning Gen Z's Trust—Here's How This $1B Brand Did It
A viral shift in beauty loyalty is underway as rhode, the skincare line founded by Hailey Bieber, quietly overtakes legacy competitors by mastering a new playbook: scarcity and authenticity. Unlike brands chasing viral trends, rhode built a cult following through limited drops and a "less is more" formula, amassing 1.6 million waitlist sign-ups in 24 hours for its latest peptide lip treatment. This signals a seismic move from mass-market to community-driven monopoly, with rhode now projected to hit $1 billion in direct-to-consumer sales by 2025, unseating Estée Lauder and L'Oréal among Gen Z investors. The lesson for CEOs: don't scale—create desire.