How to ‘rhode’ the Wave

Maintaining a brand with a celebrity as its figurehead is not as simple as it looks in today’s competitive market, but a formula seems to have arisen in recent years demonstrating how to establish a successful celebrity enterprise. 

Hailey Bieber in rhode’s Peptide Lip Treatment campaign, styled in nylon track shorts, a fitted white tee, and a reversed cap against glazed tile. The composition draws on early-2000s references, blending soft athleticwear with a polished, near-clinical aesthetic. Light reflects off the lips with a lacquered clarity, reinforcing rhode’s focus on texture and finish. The moment is styled to feel immediate yet intentional, echoing the brand’s tightly curated product line and visual identity. Presence, styling, and application move together in rhythm, shaping an image of personal use that mirrors public persona. Campaign still via IG @rhode © All rights belong to their respective owners. No copyright infringement intended.

Constructing a successful brand as a public figure is becoming increasingly difficult due to an oversaturated market and celebrity fatigue amongst consumers. However, there may still be hope for those aiming to emulate the success of brands like Hailey Bieber’s ‘rhode’ or Kim Kardashian’s ‘SKIMS.’

Although it is a much quicker process for a celebrity brand to garner consumer awareness due to the massive followings associated with the name attached, it does not eliminate the work that needs to be done in order to create a brand that has longevity. Producing high-quality products is crucial to building a loyal consumer base. For example, rhode by Hailey Bieber’s first launch only featured 3 products, a peptide glazing fluid, a barrier restore cream, and a peptide lip treatment, which heightened their exclusivity, thus increasing demand. By relying on social media and investing in a team that understands the algorithm of platforms like TikTok and Instagram, rhode’s marketing essentially ran itself, as early customers became aware of the products’ high quality and took to social media to share their opinions. 

It cannot be overstated that authenticity is what drives consumers to align themselves with and purchase the products of a brand associated with a celebrity. If the marketing initiatives, brand alignments, or product launches of a celebrity brand seem disconnected from its figurehead, then consumers will be inclined to feel as though it is only a cash grab and is in no way an accurate depiction of products that they would use themselves. In late 2023 and early 2024, Kendall Jenner traveled to colleges nationwide, making appearances at local bars and liquor stores to promote her tequila brand, 818. The brand’s college tour made for the perfect marketing initiative as Kendall was able to interact with her Gen Z consumer base, hand out free merchandise, and immerse herself in the American college lifestyle, solidifying the idea that Kendall drinks her tequila and knows how to party like a college student.

To maintain success, a celebrity brand must align themselves with the desires of their target market. SKIMS, a shapewear and clothing brand co-founded by Kim Kardashian, promotes itself as a provider of the perfect basics that make anyone wearing them feel confident in themselves. Throughout the brand’s existence thus far, its website has featured models of all skin tones and body types sporting a vast line of clothing and shapewear that works for all types of people. Those who purchase SKIMS want a wardrobe staple that helps to make them feel their best, but if the brand were to promote the idea that only certain people can exist in their clothes by featuring only specific types of models or limited shades of shapewear, consumers would take their business elsewhere.

Due to the competitive market among celebrity brands and a lack of excitement surrounding celebrities within the consumer base, it has become much more difficult to create a lasting brand with an attached celebrity name. However, if brands of this nature can ensure its consumer base that it produces high quality products, is authentic to the attached celebrity, and has the desires of the consumer in mind, then there is room for optimum success of celebrity brands in this current market.