Despite evidence to the contrary, Hailey Bieber actually didn’t nail the art of creating a cult beauty product on her first try — her Peptide Lip Treatment took more like 17.
Her vision has resonated.
“[It’s been] kind of an intense, rocket fuel kind of growth, but as a brand and as leaders, we have tried to prioritize impact over speed,” said Bender.While Rhode is swiftly expanding its international footholds , its approach to product development has remained slow and steady: The line still consists of its debut moisturizer, serum and three iterations of its Peptide Lip Treatment, all priced under $30.
“I stepped into launching a brand already having a platform and a name, which are a privilege to have going in,” said Bieber, adding that her ultimate goal, though, was to create a product range so resonant that it would “stand on its own if you took me out of it.” “I love data, I’m steeped in data, but I also recognize its weaknesses,” said Bender. “Our lip treatment has been our number-one seller as a brand, and [lip treatment] is the number 13 category on Circana for skin care — no one would have looked at data reports and said, ‘Guys, you need to start there.'”
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