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When Rhode Beauty launched in 2022, it wasn’t just another celebrity skincare line trying to cash in on star power. Yes, it had the face (and flawless skin) of Hailey Bieber behind it. But what set Rhode apart, besides its minimalist packaging and the ultra-hydrating Peptide Glazing Fluid for Hailey’s dewy glow, was the way it transformed beauty into a lifestyle brand. What's more, their merch strategy added to it, offering must-have promotional beauty products people didn’t know they wanted.
From logo-branded towels and keychains to Rhode beauty phone cases, pool accessories, and more, Rhode's merch strategy is more than skin deep. It's a deliberate, brand-building tool that helps the company create a visual identity, foster community, and turn customers into walking billboards, who are more than happy to share their experiences on social media.
Let’s break down how Rhode is redefining beauty marketing—and why your brand should be paying close attention.
Merch as a Brand Extension, Not an Afterthought
Most companies think of merch as an afterthought, choosing a giveaway for an event or pop-up. It can be a reward for loyal members and incentives, or even swag store merch for employees.
But Rhode treats merch like product—something with its own aesthetic, value, and purpose. Each item in the Rhode merch lineup feels like a natural extension of the brand's identity. It’s intentional, aspirational, and totally on-trend. It’s a prime example of why top beauty brands sell their merch and swag.
The merch mirrors the same minimalist yet playful vibe that defines Rhode’s branded beauty products. The color palette? Muted neutrals and limited times colors, from rich hues to pops of summer-loving colors. Even the font is approachable and welcoming with its lowercase lettering that is instantly recognizable. As for the designs themselves, they also offer a clean, simple, and must-have approach—all carefully curated to make the recipient feel special, and like an insider. These Instagram and TikTok-approved promotional beauty products are all about cool girl vibes without being stuffy or feeling corporate.
The brand synergy makes every merch drop feel less like a short promo and more like part of the Rhode experience with a dose of FOMO built in.
Creating Scarcity and Hype Through Limited Drops
Another brilliant move? Rhode merch isn’t readily available. It drops in limited runs, and when it’s gone, it’s gone. This creates a sense of urgency and exclusivity that fuels their cult-like following. For example, the limited-edition Rhode phone case lip gloss carrier for summer has already sold out. However, their classic gray is available on their website. The Rhode phone case review on their website lists 1700+ reviews and a 4.2 rating with even more buzz on social.
Fans sign up for alerts. They set calendar reminders. They refresh the page. Then they take to social media—whether they’re able to get their hard-to-come-by merch or not. It’s not just about a product—it is about belonging.
This psychology of scarcity holds true for Rhode. If something is rare, we want it more. Rhode understands this and uses it strategically to build hype, drive traffic, and create buzz around every new release.
And, according to social posts, the coveted merch and products have sold out in mere minutes. It’s not just about selling merch. It’s about making people feel like insiders.
Community-Driven Content: Rhode Lip Gloss Phone Case
Rhode doesn’t rely solely on traditional ads to push its merch. Instead, it lets the community do the talking—and the tagging. Hello, UGC!
Scroll through the brand’s Instagram or TikTok, and you’ll see user-generated content from real fans unboxing their glazed kits, styling their summer kits with the viral Rhode phone case, or showing off a perfectly matched “glazing milk” aesthetic. Each merch item becomes a social media moment—a can’t miss, relevant unboxing experience that gets noticed.
The brand also reposts community content and partners with micro-influencers who embody the Rhode vibe, further reinforcing a sense of authenticity and approachability. This approach not only extends reach, but it also fosters loyalty. When fans feel seen, they stick around—and they tell their friends.
Packaging That Doubles as Merch
Even Rhode’s product packaging is merch-worthy. The pastel-hued boxes, reusable pouches, and collectable travel cases all scream “Instagram me.” The viral Rhode phone case that holds the Peptide Lip Treatment is a perfect example: part product, part accessory, all brand.
This attention to detail makes even the unboxing experience feel premium. Customers don’t toss the packaging—they keep it, display it, or repurpose it. That’s a merch win in disguise with powerful branding that sticks around.
It also reinforces Rhode’s brand values of simplicity, sustainability, and elevated everyday beauty. Every touchpoint feels intentional. And, even their packaging tells its own story.
Merch That Tells a Story
One of Rhode’s most viral merch moments? The lip Rhode lip gloss phone case—designed to hold a single tube of Peptide Lip Treatment. It’s not just cute, it’s functional, photogenic, and immediately iconic.
Rhode even created a storytelling moment around it. The lip case became the accessory of the summer, popping up on beach bags, belt loops, and influencer hauls.
While the limited-edition color for summer that matches the Peptide Lip Tint in Lemontini is sold out, visitors can still shop the neutral silicone bubble case for $38.
Rhodes proves that the best merch doesn’t have to be expensive. It just has to tell a story—and Rhode’s story is one people want to be part of.
Turning Employees and Influencers into Brand Ambassadors
Rhode’s merch isn’t always for customers. It’s also a tool for internal brand building. Employees, partners, and collaborators often receive exclusive pieces that aren’t for sale to the public.
This move builds internal pride and encourages organic brand promotion. It’s aspirational and reinforces the idea that being close to the brand is cool. That access matters.
The brand also leans on strategic influencer gifting—sending out curated PR packages complete with merch, product, and personalized notes. These unboxings often get more attention than traditional ads, and they keep the hype alive with every drop.
Nailing the Aesthetic: Why Design Matters
You can’t fake good design—and Rhode knows this. Every merch piece they produce feels wearable, relevant, and high-quality. Nothing screams “promo item.” Instead, it looks like something you’d find at a high-end boutique.
The result? People want to have it. Even people who haven’t tried the skincare line are aware of the brand, partly because of the popularity of the beauty merchandise. That’s the power of cohesive, compelling design and another reason carefully curated merch and quality products go hand in hand.
Merch as an extension of their sustainable packaging story.
Rhode’s commitment to sustainability goes beyond skincare—it’s baked into everything they do. From using post-consumer recycled materials in their packaging to offering a free mail-back recycling program, the brand is focused on reducing waste without compromising style. Their sleek, reusable Boox shipper boxes cut packaging waste by up to 70% and, as stated on their website, can be used up to 12 times.
As for their products, they take a responsible approach to clean, vegan ingredients, and are certified cruelty-free by Leaping Bunny and PETA. Rhode proves that minimalist beauty can still make a bold impact—on your skin and the planet.
Looking for branded sustainable packaging as well? See how Gemnote can help!
What Your Brand Can Learn from Rhode
Whether you're in beauty industry, fashion, tech, food, hospitality, or any other industry, Rhode’s merch strategy offers valuable lessons. Their approach proves that when done right, branded merch can go beyond promotion—it can build community, boost loyalty, and create buzz.
1. Design with Intention
Make sure every item reflects your brand’s aesthetic and values. Even the smallest piece—like a pen or patch—should feel aligned with your overall vibe. For example, the Rhode lip gloss phone case looks best with their best-selling product!
2. Create a Drop Culture
Limited availability creates urgency. Whether you do quarterly drops or surprise releases, build anticipation and make each merch launch an event. A great way to do this is by leaning into the season and offering limited-edition promotional products and colors.
3. Think Beyond the Logo
Slapping your logo on a tee isn’t enough. Consider subtle branding, thoughtful placement, and innovative designs that feel fashion-forward—not corporate. This is the perfect time to infuse all aspects of your branding into your products and merch, or even launch the ultimate rebrand.
4. Use Promotional Products as Content
Think user-generated content. Create PR and Influencer kits. Encourage the ultimate unboxing moments with your branded packaging. Show behind-the-scenes of your merch design process. In other words, let the merch fuel your marketing.
It’s also a great way to announce a pop-up store!
5. Make It Wearable
If your merch isn’t something you would wear or use, don’t expect your customers to. Prioritize comfort, quality, and aesthetic appeal and pair with seasonal or timeless designs.
6. Elevate the Packaging
Great packaging is part of the merch experience and can even lead to its own unboxing experience. From the box to the tape, every detail adds to your brand story and has the power to enhance your company’s commitment to sustainability.
7. Create a Buzz
You can sell your merch or just use it to stage your pop-up. Not all items have to be given away keeping your designs exclusive and your branding fresh. However, if you are looking to sell your promotional products, Gemnote can help you get started with an e-commerce store.
Rhode’s merch strategy proves that branded swag doesn’t have to be boring—or secondary. When it’s done well, it becomes a powerful brand builder, a storytelling tool, and a customer acquisition strategy all in one. By blending aesthetic, scarcity, community, and authenticity, Rhode has turned promotional products into a movement. And the best news? Your brand can, too. Whether you’re launching a new product, running a loyalty program, or just looking to connect with your audience in a more meaningful way—branded merch might just be your secret weapon.
Need help creating on-brand merch that’s more than skin deep? At Gemnote specializes in custom swag that people want to keep, wear, and talk about. From sourcing and design to fulfillment, and helps brands like yours bring their vision to life—one perfectly executed item at a time.
