So You Want to Grow and Sell Your Company Like Hailey Bieber’s Rhode for One Billion Dollars (oh, But Have No Budget)? Here are 8 Crucial Steps …
You might not have Hailey Bieber’s glam team, millions of followers, or a standing invite to the Met Gala, but you can build a brand that turns heads (and eventually cashes out). With the right mix of visibility, storytelling, and strategy, founder-led brands can grow strong — without needing a celebrity-sized bank account. Learn how to build a billion-dollar brand presence like Rhode, even if you're starting with zero budget. Here are 8 actionable tips for founder-led businesses that want to grow big.
Here’s how to build your very own Rhode-inspired success story; no billionaire spouse required.
💃1. Show Your Face (Founder Visibility FTW)
Rhode is Hailey. Hailey is Rhode. That’s no accident - it’s strategy. People crave connection, not just product. Even if you're not a celeb, showing your face creates trust and builds emotional connection.
✅ Budget Tip: Use your phone, natural light, and Instagram Stories to share your why, your wins, and your behind-the-scenes process. Don’t wait to feel “ready.”
🫧2. Keep Your Branding Sharp and Simple
Rhode didn’t go maximalist — it went minimalist. Clean design, consistent colors, and a moodboard-worthy aesthetic create that luxury feel.
✅ Budget Tip: Use Canva to create templates that follow your 2-3 brand colors and one or two signature fonts. Repeat, repeat, repeat.
🐝3. Build Buzz Before You Launch
Successful brands don’t announce — they drop. Tease. Test. Build a list. Make people wait (in the best way). We get it, you’re probably already in business. But if you have products in the pipeline, make sure to build buzz in advance of them coming to market - don’t just dump them on your website without fanfare in advance.
“I have not seen another brand where there are communities waiting, or a pop-up event in L.A., willing to camp out overnight for 14 hours in line — not just for product, but to buy into the entire lifestyle,” E.L.F. CEO Tarang Amin has said of Rhode.
✅ Budget Tip: Create a “coming soon” page and get people to sign up for early access. Post product development updates in real-time and ask your audience to weigh in on names, scents, flavors, etc.
🧴4. Focus on Just a Few Killer Products
Rhode started with three. Not thirty. Start small and solve a real need — make your customers obsessed with your one thing.
✅ Budget Tip: Don’t chase a catalog. Chase raving fans. Test and refine before expanding.
📩5. Build Your Email List Now (Like, Yesterday)
Social media grabs attention. Email closes the sale. If Rhode’s not in your inbox, it’s on purpose. This is how brands scale.
✅ Budget Tip: Use a freebie, waitlist, or founder letter as your lead magnet. You don’t need a designer — you need heart and a clear message.
👩🦰6. Use UGC to Build Your Brand for You
Rhode’s feed is basically a glow-up gallery from real customers. You can do the same. E.L.F. CEO Tarang Amin said he admired Rhode’s ability to “engage and entertain” its customer base. Compared with E.L.F., he added, “they skew younger, but their level of engagement is what really appeals to me.” (via NYT)
✅ Budget Tip: Ask your first 10 buyers to send a selfie using the product. Repost, tag, and make it a vibe.
🔨7. Nail Your Brand Message
Rhode: “One of everything. For everyone.” That’s branding gold — short, sticky, and emotional.
✅ Budget Tip: Craft a one-line brand belief. Print it out. Tape it to your laptop. Make it your Instagram bio.
✨8. You Don’t Need to Be Famous — But You Do Need PR
Let’s be real: a single press mention can outperform a week’s worth of Instagram posts. PR builds long-term brand equity. But most small brands don’t know where to begin.
✅ Budget Tip: You can DIY pitches — but you don’t have to. At Boxwood Co., we help small brands land big features (without wasting time or money). From press angles to seasonal story hooks, we turn your mission into media magic. Want in? [Book a PR Power Session] or [Explore our visibility packages].
Conclusion:
You don’t need celebrity connections to create a brand that sells out. You just need a clear message, a scroll-stopping aesthetic, and a visibility plan that works with your budget — not against it.
