Hailey Bieber: The Influencer’s Influencer

Photo Courtesy to @rhode / @haileybieber / Graphic design by Francesca de Vita / In Partnership with @thismonthsissue

“When Hailey Bieber posts, the world pivots”. Now, I could’ve easily slapped an exclamation mark on that sentence, ended the article right there, and we’d all understand - we’d just get it. Right? But because curiosity is in our blood - and because at Roe, alongside our friends at This Months Issue (TMI), we thrive on pulling apart the details - I’ll continue. Dissecting founder-led brands like Rhode gives us energy. It fuels us. The way some need coffee, we need campaigns. We’re not just curious - we’re brand vampires, revived by a sharp strategy, awakened by a well-executed rollout, and kept alive by the sweet, sweet taste of a genius marketing move.

From glazed skin to butter yellow, her influence has become more than just a trend - it's a cultural reset. Her latest move? A full takeover of the Gran Folies beach club in Mallorca, Spain, to launch Rhode’s newest Peptide Lip Tint in “Lemontini.” But as always with Hailey, this wasn’t just a product drop. It was a world-building moment. A visual, sensory, influencer-filled campaign that once again reminded us why she’s not just part of the industry — she’s shaping it.

The Rhode Effect: Soft Power, Loud Impact

Minimalist towels, grey-and-yellow sun loungers, branded ice cream, inflatables, phone cases - the whole experience felt less like a marketing campaign and more like a lifestyle you already wanted to be part of. Hailey doesn’t just sell products — she sells an atmosphere, a feeling. And you’re either already in it (like us), or scrambling to catch up. And if that’s the case, you’d better hurry - or risk being hit with the ultimate Mean Girls energy: “You can’t sit with us.”

The beach club was curated to perfection, made to be photographed, posted, and shared. But it never felt forced. That’s her superpower. While others are trying hard to go viral, Hailey whispers - and the internet listens.

She brings you outside the beauty world and finds a way to merge her brand into your everyday life.

Take the Rhode phone case. Lip tint built right in - not just convenient, but selfie-perfect. It’s smart. Strategic. And most importantly, it doesn’t feel like a strategy. It feels natural. Which is exactly why it works, and this is her strength in one word.

When Hailey Moves, the Industry Follows

It’s no surprise that brands across beauty and fashion try to emulate what Hailey does so effortlessly. But few can replicate it. Because it’s not just about aesthetics - it’s about authenticity, timing, and knowing your audience inside out.

She gives Jacquemus energy - soft, sunlit, and slow-paced, but with intention behind every detail. She has the subtlety of Elsa Hosk but with something extra - a kind of cultural fluency that transcends categories. She’s not just a beauty founder. She’s a full-spectrum brand architect.

Rhode’s Lemontini launch was a step-by-step blueprint for building viral moments:

• A shade that speaks to summer, inspired by a cocktail.

• A campaign designed for content — from phone cases to pool floats.

• A destination event that blurs the line between brand and lifestyle.

• An influencer ecosystem ready to share it for free.

When Hailey says “let’s go,” the girls don’t ask questions. They just book flights.

More Than a Pop-Up

Beyond the visuals and virality, there’s also substance. Through its Rhode Futures foundation, the brand partnered with Mallorca’s Associació Tardor — an organization supporting people facing poverty and social exclusion. Rhode’s donation helps upgrade shelter facilities and fund meals. A quiet move, but a meaningful one — and another example of how Hailey’s brand blends beauty with purpose.

Why It Works

Because she makes it look easy. Because she doesn't need to convince you, she already made you want it. From product to packaging to rollout, everything is aligned. It's clean. It's thoughtful. And most of all, it's effective, especially with all the existing noise in the industry, she effectively stands out. 

The Lemontini campaign didn’t just launch a lip tint - it launched a mood. And suddenly, lemon yellow is the color of summer, soft gloss is back on the lips, and everyone’s trying to figure out how she keeps pulling it off.

But here’s the truth: Hailey isn’t chasing relevance. She’s building it.

And while the rest of the industry plays catch-up, she’s already moved on, sun-kissed, glazed, and one step ahead. 

In Partnership with @thismonthsissue