Lemontini Gleam & Mediterranean Dream: When Hailey says, “Let’s go", Influencers say: “We're there!”

Photo Courtesy to @rhode / @ashtonwood / @elisehoogerdijk

When Hailey Bieber decides to launch a new product, it’s never just another press release. It’s a full-sensory experience — curated, immersive, and guaranteed to take over your feed. This July, Rhode turned up the heat on the European summer with a sun-soaked takeover of the iconic Gran Folies beach club in Mallorca, Spain. Rhode transformed the Mediterranean haven into a physical manifestation of its minimalist beauty universe — one where eggshell yellows, cool greys, and citrusy lip tints ruled the coast.

Welcome to the Rhode Beach Club.

This wasn’t just a product launch. It was a marketing masterclass. To celebrate the debut of its newest Peptide Lip Tint in “Lemontini”, the brand invited a full cast of influencers, tastemakers, and beauty insiders to live the Rhode lifestyle — IRL. Think: plush branded towels, reusable water bottles, curated ice cream treats, and loungers that practically begged to be posted.

“Summertime really captures the essence of the Rhode vibe,” Hailey Bieber shared. “We knew this had to feel really special — something that truly reflects the imagery and inspiration behind the product launch.”

And she delivered. The Mallorca pop-up was a dreamscape built for content — from seaside flatlays to sun-drenched selfies. But beneath the filters lies a bold strategy: Hailey Bieber isn’t just selling lip products — she’s embedding Rhode into your everyday life. From branded towels to the now-iconic Rhode phone case with built-in lip tint, she’s rewriting how beauty interacts with lifestyle.

She’s not just building a brand. She’s creating a movement where the consumer becomes the content. You don’t need an ad campaign when your audience is doing the marketing for you — one selfie at a time.

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

And when Hailey says, “Let’s go,” the influencers don’t ask questions — they just reply: “Where?”

Rhode’s latest activation proves that influence isn’t just digital — it’s atmospheric. Every inch of Gran Folies was curated to feel on-brand yet aspirational. From branded umbrellas to pastel beach inflatables, the entire space whispered Rhode — without shouting.

And it’s not the first time. The brand has successfully executed pop-up experiences in New York, LA, London, and Ibiza. This Mallorca chapter expands its global presence and proves Rhode knows how to go local while staying loyal to its visual DNA.

“We build a visual world around our innovation to get the community excited,” said Lauren Ratner, Rhode’s cofounder and CBO. “Then we pair that with a physical, immersive experience to showcase this world in real life.”

But Rhode also leads with purpose. Through its Rhode Futures foundation, the brand partnered with local nonprofit Associació Tardor to support those facing poverty and social exclusion. A generous donation will help improve shelter facilities, kitchen systems, and monthly food budgets — proving that behind the polish, there’s intention.

At a time when digital fatigue is real and authenticity is currency, Rhode’s Mallorca beach club shows what modern luxury looks like: a perfect blend of escapism, purpose, and shareability. It’s no longer about products; it’s about participation.

The Takeaway? From strategic product placement in your phone case to a branded beach club on the Mediterranean coast, Hailey Bieber is building a beauty empire that doesn’t live in your makeup drawer — it lives in your lifestyle. And as long as she keeps saying “Let’s go,” the beauty world — and the influencers — will always seem to follow, do you follow?