Here is how Hailey Bieber turned a simple accessory into a viral empire.

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Here is how Hailey Bieber’s team turned a simple accessory into a viral empire.

The "Mirror Selfie" Insight

Most beauty brands fight for space on your bathroom shelf. The problem? Nobody sees your bathroom shelf except you.

The team at Rhode (Hailey Bieber’s skincare brand) realised that the most valuable real estate in 2025 wasn't a billboard on the highway, it was the back of a mobile phone.

Think about it. The "mirror selfie" is the default pose for Gen Z and Millennials.

By physically attaching their product to the back of the phone, Rhode guaranteed that their brand would be centre-stage in millions of user-generated photos.

They didn't just ask users to post about the product, they made the product part of the mirror selfie.

The "Retention Lock"

This was the part that really impressed me.

When you bought the case, you weren't just buying a phone accessory. You were signing a contract with the brand.

Because of the specific shape of the mould, only Rhode’s lip treatments fit inside the case.

If you switched to a competitor’s brand, you were left with an empty, awkward hole in your phone case. It was a brilliant retention strategy disguised as a fashion statement. They created a physical ecosystem that locked the customer in.

The Numbers

Waitlist for lip case: Reached 400,000+ people.

Earned Media Value (EMV): Generated over $8.3 Million in EMV within the first few months.

Social Dominance: The hashtag #rhodelipphonecase garnered millions of views on TikTok, with users filming unboxings and "restock" vlogs.

The Takeaway for us

We might not all have a beauty brand or a celebrity founder, but the core lesson here is universal:

Find your customer's "free real estate." Where does your customer spend their time where they are arguably "visible"? Is it their laptop lid? Their gym water bottle? Their car dashboard?

Don't just sell them your product, give them a way to display it that makes them look cool.

That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv