Rhode, the beauty brand founded by Hailey Bieber, has appointed Lauren Ratner as its new President and Chief Brand Officer. Ratner, who previously served as Rhode’s head of brand, has been promoted to her new role following the departure of CEO Melanie Bender in recent months.
Ratner joined the brand in 2020 prior to its launch, bringing with her experience from notable companies such as Reformation, Michael Kors, and James Perse.
Rhode made an impressive achievement by surpassing $10 million in sales within just 11 days of its launch last year. The brand has also garnered more than 1 million sign-ups on its waitlist. Ratner highlighted the brand’s hero peptide lip treatments as a testament to its momentum, emphasizing the excitement and positive response from customers with each new product launch. She specifically mentioned the success of their recent limited-edition lip launch, Jelly Bean, which resulted in the highest sales volume for a single lip product on its launch day.
Ratner’s strategy has been to strike a balance between unconventional partnerships, such as the collaboration with Krispy Kreme, and a measured approach to introducing new products. She noted the surprising success of combining a well-known brand like Krispy Kreme with a skincare brand, which created a unique and successful synergy.
Hailey Bieber, the brand’s founder, praised Ratner’s contribution, stating that she has been instrumental in bringing her vision for Rhode to life since its inception. Bieber described Ratner as a skilled brand builder with a deep understanding of her vision as a founder and an astute understanding of their customer. Both Bieber and Ratner share ambitious goals for Rhode, and they look forward to the exciting future ahead for the brand.
