The Rhode Effect: Storytelling & Culture Lessons for Skincare Brands

In today’s crowded skincare market, launching a product isn’t enough. Consumers aren’t just buying a serum or moisturizer, they’re buying the story, the vibe, and the culture surrounding it.

Rhode, founded by Hailey Bieber, is a masterclass in story-first branding. Minimalist packaging, approachable messaging, and a recognizable aesthetic aren’t just design choices, they’re storytelling tools that signal identity, aspiration, and trust.

As a media studio focused on skincare and brand culture, we’ve seen firsthand that brands who lean into story-driven content don’t just sell products but they stand ahead in shaping conversations, setting trends, and creating lasting loyalty.

Storytelling as Cultural Currency

Rhode’s success isn’t a result of celebrity association alone.

Their touchpoints through Instagram, emails, product photography, and packaging typography, communicate the same story.

Visual consistency signals clarity and builds recognition. A customer may not consciously notice the aesthetic, but their brain remembers it. That’s the power of intentional design: it communicates identity without having to say a single word.

Your narrative is cultural currency. When your story resonates with values, lifestyle aspirations, or aesthetic sensibilities, your brand becomes part of a larger conversation and not just a product on a shelf.”

Founder Voice: Your Most Strategic Asset

Hailey Bieber’s messaging is confident yet relatable, human yet aspirational. This humanizes the brand and lets people feel like they “know” Rhode before trying a product.

For beauty founders, your voice can do the same heavy lifting.

Sharing perspectives, processes, and behind-the-scenes moments creates a human connection that no product feature can replicate.

Founder stories aren’t just stories, they’re a brand’s anchor in a constantly shifting cultural landscape.

Clarity Cuts Through the Noise

Rhode’s positioning as minimal, chic, and approachable is unmistakable. Clear positioning is what makes a brand memorable in a saturated market.

Ask yourself: who is your brand for, and what do they believe in? The more precise your answer, the stronger your story will resonate.

Trend Insight: Across skincare, consumers increasingly value clarity and intentionality in branding. Brands with fuzzy positioning struggle to create cultural relevance.

Storytelling That Engages Without Selling

Storytelling is a strategic lever, not a soft skill. Rhode’s content cadence blends product posts, founder insights, and lifestyle moments. The effect? Engagement that feels natural and loyalty that extends beyond transactions.

For skincare brands, a story-first approach converts without being pushy. A well-crafted narrative ecosystem that mixes educational posts, founder perspectives, and seasonal campaigns, makes your audience internalize your brand as part of their daily culture.

“Not every post should be a product pitch. Think of storytelling as building a brand ecosystem your audience wants to live in.”

Actionable Playbook for Skincare Founders

1. Define Your Cultural Narrative: Beyond product benefits, what lifestyle, values, or aesthetic does your brand embody?

2. Maintain Visual and Tonal Consistency: Every post, product, and campaign should feel cohesive.

3. Leverage Founder Storytelling: Share authentic insights, processes, and values to humanize your brand.

4. Plan Strategic Story Cadence: Mix product content with educational and cultural touchpoints to reinforce identity.

5. Position With Clarity: Identify your niche and audience; clarity drives cultural relevance and loyalty.

The Bottom Line

Rhode demonstrates that skincare storytelling isn’t optional but rather it’s the engine of cultural impact, audience connection, and brand longevity. For founders, the opportunity is massive: lean into story-first thinking, craft your narrative intentionally, and your brand won’t just sell , it will shape conversations, trends, and culture itself.