Hailey Bieber has long been recognised not only for her impeccable style and celebrity status but also for her sharp entrepreneurial instincts. And at Coachella 2025, she put both on full display. Just days after rumours swirled about the potential sale of her beauty empire, Rhode, Bieber showed up at the iconic music festival not just as an attendee—but as a strategic brand ambassador.
With the sun-soaked desert as her stage and thousands of festivalgoers as her audience, Hailey leveraged the spotlight to promote Rhode’s newest product: the PBJ Peptide Lip Tint. Teaming up with close friend Kendall Jenner, who brought along her popular 818 Tequila, Bieber transformed Coachella into a high-profile marketing activation. The move was fun, fashionable, and shrewdly commercial—all at once.
Coachella 2025: A Star-Studded Backdrop for Brand Promotion
Why Coachella is the Ultimate Branding Playground
Coachella has become far more than a music festival. It’s a cultural moment, a fashion phenomenon, and a springboard for influencer marketing. With major celebrities, influencers, and trendsetters in attendance—and millions tuning in via social media—Coachella offers an ideal environment for brand exposure.
Hailey Bieber clearly understood this, and she didn’t waste a moment in maximising Rhode’s presence during the 2025 edition of the festival.
Setting the Scene: Rhode and 818 Take Over the Desert
To make an impact, Bieber and Jenner collaborated on a stylised promotional installation in the desert—a Rhode x 818 branded photo booth. The experience combined the whimsy of a festival activation with product-forward displays, offering guests a moment of fun along with a first-hand introduction to their brands.
The booth’s vending machine concept featured four curated products:
- Rhode’s PBJ Peptide Lip Tint
- Rhode’s Toast and Salted Caramel Lip Tints
- A mini bottle of 818 Tequila
This mix of beauty and beverage perfectly captured the Coachella spirit—playful, shareable, and very Instagrammable.
Strategic Marketing in the Age of Festival Culture
Merging Entertainment with Entrepreneurship
What made Hailey’s move stand out wasn’t just the location or aesthetic. It was the fusion of entertainment and enterprise. She didn’t just place a product in front of an audience; she curated an experience that embodied Rhode’s branding—modern, youthful, and minimal yet indulgent.
Leveraging Influencer and Peer Collaboration
Teaming up with Kendall Jenner was also a calculated decision. Their friendship is well-documented, and it adds authenticity to the collaboration. More importantly, cross-promotional synergy helped amplify both brands. Followers of Jenner’s 818 Tequila were introduced to Rhode, and vice versa.
This type of peer influencer collaboration is a major trend in 2025 marketing, allowing brands to piggyback on shared audience segments.
Spotlight on Rhode: From Cult Favourite to Billion-Dollar Brand
PBJ Peptide Lip Tint: A Hero Product
At the heart of the activation was Rhode’s latest release, the PBJ Peptide Lip Tint. This product fits perfectly within Rhode’s aesthetic—hydrating, multi-purpose, and universally flattering. The lip tint’s rollout was already receiving praise across beauty communities online, and Coachella provided the perfect moment to supercharge its buzz.
Alongside PBJ, the booth offered additional shades—Toast and Salted Caramel—helping to underscore Rhode’s commitment to inclusive and customisable beauty solutions.
Rhode’s Branding Philosophy
Rhode has consistently set itself apart by focusing on minimalist luxury at accessible price points. Unlike some celebrity beauty brands that are heavy on glitter and gloss, Rhode embraces a clean, skincare-first approach. Products are developed with thoughtful ingredients, and Hailey herself is often at the centre of promotional campaigns, showcasing authenticity and transparency.
This festival moment was no different—Bieber’s presence was front and centre, and she engaged directly with fans and influencers alike.
Addressing the Elephant in the Room: Sale Rumours
The Report That Started It All
Just days before Coachella 2025, Reuters reported that Hailey Bieber was exploring a potential sale of Rhode, with sources estimating the brand’s value at over $1 billion. The report indicated that Bieber had engaged top investment banks, including JPMorgan Chase and Moelis, to find potential buyers or strategic partners.
The news ignited widespread speculation about the future of Rhode and Bieber’s role in it.
Coachella Appearance as Brand Reinforcement
Rather than shying away from public attention or issuing a denial, Hailey used Coachella to reinforce Rhode’s vibrant brand identity. Her participation seemed to say, “This brand is thriving, and I’m still at its heart.”
This form of non-verbal PR was powerful—it reminded the public that whether or not a sale is on the table, Rhode is still growing, innovating, and very much in demand.
A Look at the Festival Fashion and Vibes
Hailey’s Desert Chic Look
While the focus was on Rhode, Hailey made sure her personal style didn’t go unnoticed. She wore a sleek black backless mini dress, oozing effortless desert glamour. The look aligned with Rhode’s minimalist aesthetic—understated but sexy, and totally selfie-ready.
Kendall Jenner Brings the Energy
In contrast, Kendall Jenner’s bright yellow dress brought a lively splash of colour to the desert scene, complementing the sun-drenched setting and echoing 818 Tequila’s vibrant personality.
Together, the pair made a compelling visual case for beauty and beverage brands as part of a modern luxury lifestyle.
What This Means for Rhode’s Future
Solidifying the Brand’s Cultural Position
Whether or not Rhode is sold in the near future, activations like this one show that the brand is far from slowing down. It remains agile, culturally attuned, and willing to take creative marketing risks.
The Coachella activation helped solidify Rhode’s reputation as a festival-forward, social-first brand that resonates with Gen Z and Millennials.
Potential Sale Could Bring New Opportunities
If a sale does happen, the injection of capital could allow for:
- Global expansion into Asia, Europe, and the Middle East
- Product diversification including body care, fragrance, or wellness
- Brick-and-mortar retail or shop-in-shop partnerships
With a $1 billion valuation, any buyer would be inheriting not just a beauty line—but a cultural phenomenon.
Celebrity Branding in 2025: The Bigger Picture
More Than Just a Face
What Hailey Bieber demonstrated at Coachella 2025 is that celebrity-led brands are evolving. No longer just licensing deals or vanity projects, these businesses are data-driven, strategically scaled, and culturally influential.
Celebrity founders like Hailey are now hands-on entrepreneurs, guiding product development, marketing strategies, and brand positioning.
The Future of Experiential Marketing
The Rhode x 818 photo booth was a masterclass in experiential marketing. In a digital world saturated with content, consumers crave physical, shareable experiences. Brands that can create meaningful IRL interactions—especially in iconic venues like Coachella—have a distinct advantage.
Conclusion
Hailey Bieber’s Rhode Beauty presence at Coachella 2025 was more than just a product promotion—it was a statement. Amid sale rumours, Bieber showcased a brand that is still dynamic, loved, and innovating in real-time. Partnering with Kendall Jenner and bringing their respective brands to one of the most high-profile festivals in the world was a textbook example of modern celebrity entrepreneurship.
Whether or not a sale materialises, Hailey has already proven that Rhode isn’t going anywhere. It’s deeply embedded in beauty culture, and its next chapter—be it under new ownership or continued personal leadership—will be closely watched.
