Is Rhode the New Glossier? A Tale of Two Beauty Brands
The Controversial Beauty Trend That Took Down Glossier
Scrolling through Instagram one late night, I came across Hailey Bieber’s radiant face, her skin glowing in a way that seemed effortlessly flawless—like the kind of glow that you’d imagine waking up with after a night of perfect sleep, if that ever existed. She wasn’t promoting the latest trend in makeup but rather her new skincare line: Rhode. The comments were ablaze with excitement, and as I read through the flood of heart emojis and gushing praise, a familiar feeling washed over me. It wasn’t too long ago that Emily Weiss had captivated our social feeds with Glossier, a brand that seemed to redefine beauty for a generation. As I stared at Hailey’s post, I found myself wondering: is Rhode the new Glossier? And if it is, what does that mean for the beauty industry today?
When Glossier first hit the scene, it did more than just sell products—it sold an idea, a new kind of beauty standard. Glossier’s ethos was centered around the concept of “skin first, makeup second,” which resonated deeply with Millennials who were growing weary of the heavy, Instagram-filtered makeup looks that had dominated the early 2010s. Glossier’s approach was minimalistic, both in its product offerings and its marketing, which emphasized natural beauty and a sort of aspirational, low-maintenance lifestyle. The brand’s millennial pink packaging became iconic, a visual shorthand for a whole new way of thinking about beauty. Glossier wasn’t just a brand; it was a movement, one that encouraged women to embrace their natural features and redefine beauty on their own terms.
Rhode, by contrast, is emerging at a time when the beauty landscape has shifted once again. Skincare has taken center stage, especially with Gen Z, a generation that values self-care and wellness just as much as aesthetics. Rhode taps into this cultural shift by focusing on simplicity and efficacy, offering products that promise to enhance, rather than mask, one’s natural beauty. There’s something refreshingly understated about Rhode’s approach—its clean, minimalist packaging and its emphasis on hydration and skin health speak to a more mature, perhaps more discerning audience. But while Glossier was about rejecting the old rules of beauty, Rhode feels like a continuation of that journey, a brand that’s not just about how you look, but how you feel.
The rise of social media has fundamentally changed the way beauty brands connect with consumers, and authenticity has become the currency of the realm. Glossier understood this from the beginning, building its brand on a foundation of relatability and transparency. Emily Weiss wasn’t just a CEO; she was a real person, sharing her beauty journey and inviting her followers to be part of the conversation. Glossier’s success was built on this sense of community—its products were developed in collaboration with its customers, creating a feedback loop that made users feel like they were truly part of something special.
Rhode, too, leans heavily on the power of authenticity, but with a slightly different approach. Hailey Bieber’s celebrity status gives Rhode an immediate platform, but it’s her relatability that makes the brand resonate with her audience. Hailey’s social media presence is less about projecting an unattainable image and more about sharing the real, sometimes unglamorous aspects of her life—workouts, skincare routines, moments of self-reflection. This transparency builds trust, particularly with Gen Z, who can spot inauthenticity from a mile away. Rhode’s branding is careful not to overpromise; instead, it’s about enhancing what’s already there, making the products feel like a natural extension of the user’s self-care routine.
Both Glossier and Rhode have excelled at carving out distinct identities in a crowded market, but they’ve done so in ways that reflect the different cultural moments they emerged in. Glossier’s identity was playful, bold, and unabashedly youthful, appealing to a generation that was eager to embrace a new kind of beauty. The brand’s makeup line was designed to be easy to use, with products that were as much about the experience of applying them as the end result. Glossier’s aesthetic—millennial pink, minimalistic design, and cheeky product names—became synonymous with a certain kind of cool-girl vibe that resonated deeply with its audience.
Rhode, on the other hand, has taken a more subdued approach, with branding that feels more refined and sophisticated. Its neutral color palette and clean lines suggest a brand that is serious about skincare, one that prioritizes quality and results over gimmicks. This isn’t to say that Rhode lacks personality; rather, it’s a brand that speaks to a different kind of consumer—one who values simplicity and efficacy over flashy marketing. Rhode’s products are designed to be essentials, the kind of items that you can’t imagine your skincare routine without, which is a smart move in a market that’s increasingly saturated with options.
There’s also a fascinating intersection between fashion and beauty that both Glossier and Rhode have navigated expertly. Glossier capitalized on the casual, effortlessly chic aesthetic that was prevalent in fashion at the time of its launch. The brand’s products were a natural extension of this look—easy, breezy, and designed to enhance rather than overshadow. Glossier’s customers weren’t just buying makeup; they were buying into a lifestyle, one that was aspirational yet attainable, cool yet approachable.
Rhode, too, understands the power of this fashion-beauty crossover, but with a slightly different take. Hailey Bieber’s status as a fashion icon informs Rhode’s aesthetic—clean, polished, and undeniably chic. The brand’s focus on skincare aligns with current fashion trends that favor natural textures and a return to basics. There’s an elegance to Rhode’s branding that feels timeless, which is no small feat in an industry that’s often driven by fleeting trends.
Of course, no discussion of modern beauty brands would be complete without considering the role of sustainability. Glossier has made strides in this area, with efforts to reduce packaging waste and increase transparency about its sourcing practices. However, the brand has faced criticism for not moving fast enough, particularly as younger consumers become more environmentally conscious.
Rhode, launching in a time when sustainability is a top priority for many consumers, has the opportunity to set a new standard in this space. The brand’s minimalist approach naturally lends itself to sustainable practices—fewer products, less waste. Rhode’s packaging is sleek and simple, designed to minimize excess while still feeling luxurious. However, the real challenge for Rhode will be maintaining this commitment as it grows. Sustainability isn’t just about packaging; it’s about creating a supply chain that is ethical, transparent, and environmentally friendly. If Rhode can successfully navigate this space, it could set a new benchmark for beauty brands in the future.
Innovation is key in the beauty industry, but it’s a double-edged sword. Glossier was undeniably innovative when it first launched, pioneering a direct-to-consumer model that many brands have since tried to replicate. Its product formulations, marketing strategies, and even its packaging set new trends that others quickly followed. But as the market has become more crowded, Glossier has faced challenges in maintaining its position as a leader.
Rhode, by contrast, has the advantage of entering the market with fresh eyes, learning from the successes and missteps of brands like Glossier. While some may draw comparisons between the two, it’s clear that Rhode is carving its own path, focusing more on skincare and less on makeup. But the challenge for Rhode will be to continuously innovate, to offer something genuinely new and valuable to the market. Whether through product development, marketing tactics, or customer engagement strategies, Rhode must prove that it’s more than just another celebrity-endorsed line.
Financially, the beauty industry is notoriously competitive, with both Glossier and Rhode navigating it in their own ways. Glossier, despite its initial success, has faced challenges in recent years, with reports of layoffs and a shifting strategy as it seeks to maintain its market position. The brand’s reliance on direct-to-consumer sales, once a revolutionary model, has become more difficult to sustain as competition increases and customer acquisition costs rise.
Rhode, launching in this environment, has the advantage of learning from Glossier’s experiences. By focusing on a smaller product range and emphasizing quality over quantity, Rhode can build a more sustainable business model. Additionally, Hailey Bieber’s celebrity status provides a built-in audience that can drive initial sales and brand awareness, reducing the reliance on costly marketing campaigns. However, Rhode will need to carefully manage its growth to avoid the pitfalls that have tripped up other brands in the past.
Finally, there’s the question of audience. Glossier’s rise was fueled by Millennials, a generation that was drawn to the brand’s playful, inclusive approach. Glossier understood that beauty was about more than just products—it was about self-expression, identity, and community. Rhode, on the other hand, is positioning itself to appeal to both Millennials and Gen Z, two generations that are increasingly driving trends in the beauty industry. Gen Z, in particular, values authenticity, simplicity, and sustainability—all of which are central to Rhode’s brand identity. But the challenge for Rhode will be to maintain its appeal as these generations’ tastes continue to evolve.
In the end, the question of whether Rhode is the new Glossier isn’t just about which brand will come out on top. It’s about understanding the shifting dynamics of the beauty industry, the evolving tastes of consumers, and the ways in which brands must adapt to stay relevant. Both Glossier and Rhode have tapped into something essential about the way we think about beauty today, and in doing so, they’ve each carved out a place in the industry’s future. Whether Rhode will surpass Glossier in cultural impact remains to be seen, but one thing is certain: the beauty landscape is more exciting—and more competitive—than ever.