Why Rhode’s Branding Works — And What You Can Learn From It

A deep dive into minimalist visual identity, strategic storytelling, and brand cohesion from one of the most recognizable skincare lines today.

In a world of overdone packaging and constant rebrands, Hailey Bieber’s Rhode Skincare is a quiet rebellion and a masterclass in brand restraint.

From its muted palette to its editorial photography and unified digital experience, Rhode proves that minimalist branding, when done well, doesn’t mean boring or bland. It means clarity, it means trust, and it means that every choice, from color to caption, is deliberate.

As a brand photographer and visual strategist, I’m endlessly fascinated by brands that don’t just sell products, but shape experiences. Rhode doesn’t just sell skincare, it sells identity. It understands that aesthetic is a form of storytelling. And for any photographer, creative director, or brand builder hoping to create something equally enduring, there’s so much we can learn from how Rhode built its visual world.

Let’s unpack it.

Rhode Didn't Just Launch a Product, They Launched a Visual System

When Rhode hit the beauty scene, it didn’t come in shouting. It came in soft and assured. The brand’s visuals were so dialed-in that the skincare became part of a bigger narrative. One of hydration, intentionality, and trust.

In short, Rhode didn’t just build brand awareness. They built brand affinity. And they did it through subtle design decisions that layered into a seamless experience.

Here’s what makes it work and how to translate that thinking into your own brand.

1. A Color Palette That Speaks Without Yelling

Let’s start with the color story. Rhode’s palette is a lesson in softness and control. Muted whites. Cool putty tones. Soft greys. Every hue is intentional, creating a canvas that allows the product to shine—without visual noise.

And just when things risk becoming too neutral. a pop of red is used to evoke vitality, youth, and freshness. That single, strategic accent color shifts the emotional tone from sterile to alive.

From a brand strategy lens, this palette says: we’re clean, but not clinical. We’re luxurious, but not unapproachable. The color story builds subtle trust. It’s a reminder that your visual identity should do the same. Invite people in without overwhelming them.

What to take away: Use color intentionally. Your palette should support the emotional experience of your brand, not distract from it. For photographers and brand creatives, that might mean toning down your editing just enough to let the product or person breathe.

2. Typography That Reinforces Tone

Visit Rhode’s website and you’ll see more than pretty fonts, you’ll see a typographic system that feels like the brand.

They use rounded, modern sans-serif fonts with lots of breathing room (also known as generous negative space). This combination doesn’t just “look clean," it feels approachable. Gentle. Confident. It communicates clarity and youthfulness without trying too hard.

Typography is often overlooked, but it’s a key part of any brand’s visual architecture. It shapes the pace of communication. It controls tone before a single sentence is read.

What to take away: Choose fonts that reflect your brand personality, not just what’s trendy. Let your typography feel like your values. Whether you're a photographer with a client guide or a creative with a service menu, your font choices should align with the emotional tone you want to evoke.

3. Founder Integration That Feels Authentic, Not Forced

Hailey Bieber isn’t just Rhode’s founder. She is the brand. And that’s not by accident, it’s by design.

Her image, styling, and aesthetic are completely aligned with Rhode’s visual language: slick buns, glazed lips, minimalist outfits, soft light. Her lifestyle is consistent with the brand promise.

But here’s the key: It doesn’t feel like a celebrity endorsement. It feels like a lived experience.

This is lifestyle-led branding at its most effective. Hailey doesn’t just promote Rhode, she embodies it.

What to take away: Whether you’re a solo founder or a personal brand, your presence should reflect your brand identity. The way you show up on camera, online, in your tone should reinforce the world you’re building. Let your lifestyle echo your message.

4. Photography That Invites Intimacy

Let’s talk imagery. Rhode’s photography direction leans heavily into what I call tactile minimalism. The visuals are clean, but textured. You can almost feel the lip treatment or the cream. They use close-ups, soft shadows, and editorial lighting that lingers without screaming for attention.

This is what I call emotional utility in photography: the idea that images aren’t just about beaut, they’re about function. They make you feel something specific. They build trust and trigger desire.

As a photographer, this is what we aim for. Visuals that are strategic. They show restraint and purpose.

What to take away: Your imagery should do more than “look good." It should support your brand goals. Think about texture. Think about lighting. Think about what your photos are communicating emotionally. Every image should earn its place.

5. A Digital Experience Without Friction

Rhode’s digital presence is as refined as its products. The website, email flows, product pages, even their packaging. They all speak the same visual language. There's no clutter. No extra noise. Just a unified experience that reinforces the brand message at every touchpoint.

This kind of cohesion doesn't happen by accident. It’s engineered. And it’s part of why Rhode’s audience is loyal. They trust the brand because it consistently delivers, visually and experientially.

What to take away: From your Instagram DMs to your packaging slip, your brand should feel unified. Every touchpoint should reinforce trust and identity. If your visuals feel scattered, take the time to build a system, a few guidelines you stick to with intention.

The Blueprint: How to Apply Rhode’s Lessons to Your Brand

Whether you’re a photographer shaping your own identity or a brand builder helping others do the same, here’s a quick blueprint drawn from Rhode’s strategy:

• Anchor your visuals around a singular emotion. Are you evoking calm? Luxury? Nostalgia? Start there.

• Choose a minimal but powerful palette. Let your visuals breathe. Neutral doesn’t mean forgettable.

• Build a photographic language that evokes intimacy. People connect with texture, light, and feeling.

• Codify your brand system. From typefaces to email signatures, everything should feel aligned.

• Let your founder or brand face be the story. Authenticity builds loyalty.

I don't know about you, but Rhode inspires me to identify my brand's heartbeat and make it the forefront of everything I create and communicate going forward.