Hailey Bieber’s Rhode promotes Lauren Ratner to Chief Brand Officer

It's safe to say that Rhode, the beauty brand founded by Hailey Bieber, has infiltrated the highly competitive celebrity skincare realm with the help of expert marketing ploys. So, it comes as no surprise that its Head of Brand, Lauren Ratner, has been promoted to Chief Brand Officer.

The celebrity-founded skincare brand is renowned for its milky products that give the skin a ‘glazed doughnut’ effect, as well as its consistently sold-out peptide lip treatments.

Lauren Ratner was previously Rhode’s head of brand and has now been promoted to Chief Brand Officer just months after CEO Melanie Bender stepped down.

Ratner joined Rhode prior to its launch in 2020, after leading Reformation's marketing department. Before this, she held marketing roles at Michael Kors and James Perse.

Rhode passed the $10 million (£7.9 million) sales mark after only 11 days of launching last year and has amassed a wait list of over 1 million sign-ups.

Ratner’s strategy has been to monetise on unconventional partnerships, that tap into pop culture. For example, Rhode saw sell-out collaborations with Krispy Kreme and Jelly Beans - both of which found a sticky yet sweet spot in the market.

Ratner told WWD: “The customer continues, with every launch, to get more and more excited. That’s a testament to Hailey and the strength of the product, but also the marketing and high-impact creative.

“Jelly Bean, our most recent limited-edition lip launch, caused the highest sales volume and single launch day from that launch.”

The marketing exec also takes a measured approach when releasing new products. Although consumers are at the ready for new drops, Ratner thinks the brand’s restraint is resonating.

She added: “We have a continued focus on intentionality with everything we put into the market. The customer feels that. They don’t want to see a brand necessarily flood the market, they want to see one that’s choiceful and purposeful.”