- HSR ICYMI
- Posts
- HSR ICYMI 🍒・+✧ +
HSR ICYMI 🍒・+✧ +
You're invited to our next HSR event and Rhode's hero SKU is not what you think it would be...
Maggie Sellers & Katie Sellers
September 29, 2024
Time for my favorite part of the week, ICYMI!!!
ICYMI ₊♡₊˚ 🍒・₊✧ ₊
♡ Surprise!: I’m co-hosting an event on October 16th during LA Tech Week and you’re invited! Find all the details here.
♡ This Week’s Mantra: “The universe will never give you peace in something you were never meant to settle in”.
♡ This Week’s Lesson: Vulnerability is the only bridge to build real connection.
♡ This Week’s Affirmation: My vulnerability and honesty is respected, admired and needed in a world filled with filters.
This Week’s Mood Board
The paid section of this newsletter is an educational resource and can likely be expensed through your company — I even made a template for you to use when asking! This week I’m sharing:
HSR Case Study: Rhode is making millions from this one product and selling 450 units a day - why their hero product strategy is working.
The exact visa I’m on as a Canadian living and working in the US - and how much I paid to get it.
Toronto Is Having A Moment
♡ the best places at home ♡
After a weekend in NYC, I headed up to Toronto this week to host a group of 15 female founders, executives, and operators of consumer brands! It literally was a dream come true. I love Toronto in September. It comes alive TIFF, and it’s definitely having a moment because HSR, Sephora Canada, and Bondi Sands were all activating this past week. Sephora hosted beauty juggernauts like Summer Fridays, Mane Addicts, and PHLUR at their store directions conference and the city was popping.
Toronto is my home, and I have so much love for all the restaurants and businesses here that I have to share them with you all in case you decide you want to pop over the border to visit.
♡ Hotels to Stay At ♡
The 1 Hotel | The Four Seasons | Fairmont - I stayed here this trip and had such a great experience | Shangri-La
♡ Eats ♡
Lee | Paris Paris | Gusto 101 | Sotto Sotto | Florette | Gus Taco | Trattoria Nervosa | Bar Isabel | Imanishi | Nobu Toronto
♡ Drinks ♡
♡ Shopping ♡
House of Vintage & Ossington in general | TNT - Yorkville | Lisa Gozlan Jewelry - Yorkville | Aritzia on Bloor Street
♡ Coffee / Healthy ♡
Nutbar - good place to work | Impact Kitchen - an even better place to work | The Sonndr Cafe
♡ Health, Wellness, and Beauty ♡
♡ Hair / Makeup ♡
@fl.aw.less - MUA | @morganlovely_ - Hair (THIC Studio)
Consumer News
♡ the brands, people, places, things that have captured my attention ♡
♡ Women’s Health & Beauty ♡
Seen raises $9M Series A - from WWD
Helaina raises $45M Series B to bring human lactoferrin to market - from AgFunder News
Allure announces the Best of Beauty 2024 winners - from Allure
September beauty launches we’re obsessed with - from Elle
♡ Media, Entertainment & Creator ♡
Zuck makes WhatsApp Meta’s crown jewel - from Future Party
LinkedIn ranks #1 as the most important social platform for CEOs - from Boardroom
Eva, an entertainment booking platform, raises $2M and expands to more cities - from TechCrunch
♡ E-Commerce, Retail & Social ♡
♡ Tech, Business, & Investing ♡
VC has a sexual harassment problem. One woman has a plan to change it - from Sifted
LinkedIn reveals the top startups of 2024 in the US - from LinkedIn
KPMG shares their Q2 2024 M&A Trends in consumer and retail report - from KPMG
Millionaires can afford their dream homes. They’re renting instead - from WSJ
HSR Updates
♡ everything fun and exciting in the land of HSR ♡
♡ HSR hosts the Find Yours Tennis Club in Los Angeles with ZenWTR - on Instagram
♡ How Kristine Locker Plueger is building a new social platform - from The Quality Edit
♡ Frate raises $3.6M CAD in an oversubscribed seed funding round led by Matchstick Ventures - from CityBiz
TYSM, I♡U!!!!
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How Hailey Bieber and Rhode Mastered the Hero Product Strategy
When Hailey Bieber launched Rhode in 2022, the skincare brand quickly gained attention for its minimalist, hydration-focused products designed to give you that sought-after dewy glow. But let’s be real—one of the biggest reasons people took notice? Hailey Bieber herself. With skin that people are obsessed with, it’s no wonder her products were destined to fly off the shelves.
The star of the Rhode lineup is undoubtedly the Peptide Glazing Milk—a lightweight serum that’s taken social media by storm. With a price point of $30, this product alone has driven much of the brand’s early success, selling over 450 units a day and contributing significantly to the brand’s mid eight figure revenue this year. But it’s not just the product’s quality that’s propelling sales—it’s the entire strategy behind it.
The Power of a Hero Product
Rhode’s approach to launching with a hero product, like the Peptide Lip Tint, has been key to its rapid growth. I’ve said this time and time again, but when launching a beauty brand, having one standout product that people can rally around is critical. It simplifies the brand message, making it easier to market and easier for consumers to understand what the brand is about. For Rhode, that message is all about achieving Hailey’s signature glazed, dewy complexion and lips—and the Peptide Lip Tint does exactly that.
By creating a product that’s not only effective but also aligned with Hailey’s personal brand, Rhode has laid the foundation for brand loyalty. Consumers aren’t just buying a lip tint—they’re buying into the “glazed skin” look Hailey has become known for.
Easter Eggs: Building Credibility Before the Launch
Hailey didn’t just drop Rhode out of nowhere. She was building hype long before the official launch, subtly laying easter eggs on social media. From sharing her skincare routines to talking about ingredients she loves, Hailey was already establishing credibility as a skincare enthusiast. Fans knew that when Rhode launched, it would reflect her personal skincare philosophy.
This pre-launch buzz helped Rhode stand out in a crowded market, setting it apart from countless celebrity beauty brands. Hailey positioned herself as more than just a face—she was the creator, someone who genuinely cared about the quality and effectiveness of the products. This trust, built over time, translated into instant consumer buy-in when the brand launched.
Knowing Your Audience
This strategy is bolstered by the HSR Brand Marketing principle of “Know Your Audience.” Rhode’s target audience—predominantly Gen Z and younger millennials—live on social media, following influencers like Hailey for skincare tips and product recommendations. Rhode knew exactly how to leverage Hailey’s social presence and the existing fascination with her skincare routine. Through social media teases and pre-launch buzz, Rhode was able to build hype and excitement, laying the groundwork for a loyal customer base even before the product hit the shelves.
Content is Your Fuel
Content is Your Fuel, another core HSR principle, has also been at the heart of Rhode’s success. The brand has leaned into social media as a primary marketing tool, with Hailey sharing behind-the-scenes content, skincare routines, and product teasers across platforms like Instagram and TikTok. Rhode understood that creating engaging, shareable content was crucial for building brand awareness, and they’ve done it effortlessly by tapping into Hailey’s existing influence and authenticity.
Mix Scarcity with Being Everywhere
Rhode also cleverly mixed scarcity with being everywhere, a strategy highlighted in the HSR Brand Marketing Principles. The Peptide Glazing Milk and other products are only available on rhode.com, making the brand feel exclusive. However, by ensuring that Rhode is constantly in the social media conversation, from influencers to everyday users, the brand has achieved a balance of being both scarce and ubiquitous. This scarcity creates urgency, while its omnipresence on social channels keeps it top of mind for consumers.
Expanding the Product Line
While the Peptide Glazing Milk has been the star of the show, Rhode has also expanded its product offerings, including the Rhode Lip Case, which sells for $35 and has already generated $6 million in revenue, accounting for 14% of the brand’s total revenue. This product, mixed with merch, has taken social media by storm, becoming a status symbol and generating millions in earned media value for the brand.
In a world of over-saturated beauty launches, Rhode proves that the combination of a hero product and a strong personal brand can turn a celebrity-backed skincare line into a serious player in the market. Hailey Bieber’s glow has turned into a multi-million dollar business, and her fans? They’re more than happy to keep glazing.
My US Visa Situation
Take it from someone who has been on every visa under the sun—it’s not easy immigrating to the U.S. One of the top questions I get asked is, “What visa are you on, and how did you make it to the U.S.?”
When I first moved to the U.S., I was on a TN visa, which has to be sponsored by an employer and only allows you to work for that specific company. No side hustles—so forget Uber driving, DoorDash, or influencing on the side. If you quit your job or get fired, you technically have 60 days to leave the country. I found myself in that exact position once, and let me tell you, it’s not fun.
When I transitioned to entrepreneurship, I applied for an E-2 visa, which I’m currently on. The criteria are a bit vague since it requires a “significant investment” in a business, but there’s no clear number attached. For reference, my investment in my company is close to six figures, and I had to provide bank statements, receipts, and all the documentation to back it up. I also have incurred close to $50,000 USD in legal fees over the last 7 years to deal with my visa and immigration.
The wild part? Even with a large investment, I’m still on a visa with no path to a green card. My status can be revoked anytime I travel back to the U.S. from abroad. Officially, I’m considered a “non-resident alien,” which means I have no protections from the U.S. government—even though I own a home, a car, and run a business here.
Here’s a full list of all the pathways to get into the U.S., but the TN is by far the most common way people get their foot in the door, tied to a specific employer.
TN Visa (Trade NAFTA Visa)
The TN visa is available to Canadian professionals under the United States-Mexico-Canada Agreement (USMCA). It’s designed for specific professions like engineers, scientists, lawyers, accountants, and healthcare workers. This visa is typically granted for up to three years and can be renewed indefinitely as long as the employment relationship continues. To qualify, you need a job offer from a U.S. employer in one of the eligible professions, proof of Canadian citizenship, and credentials proving your qualifications.
H-1B Visa (Specialty Occupations)
The H-1B visa is for workers in specialty occupations that require a bachelor’s degree or higher in fields like IT, engineering, or finance. It is initially granted for three years but can be extended for up to six years (and longer if you’re pursuing a green card). You’ll need a U.S. employer to sponsor you, proof of your education, and evidence that the job requires a specialty degree. This visa can lead to a green card.
E-2 Visa (Treaty Investor Visa)
The E-2 visa is for Canadians who make a significant investment in a U.S. business. To qualify, you must own at least 50% of the business or play an active role in its operations. It’s usually issued for up to five years and can be renewed indefinitely as long as your investment remains substantial. You’ll need to provide proof of Canadian citizenship and demonstrate your investment in the business. However, this visa does not provide a path to a green card.
L-1 Visa (Intra-company Transferee Visa)
The L-1 visa is for Canadians who are executives, managers, or specialized knowledge employees working for a multinational company that’s transferring them to a U.S. office. The L-1A visa (for executives/managers) is valid for up to seven years, and the L-1B visa (for specialized knowledge) is valid for up to five years. To qualify, you must prove you’ve worked for the related company outside the U.S. for at least one year in the past three years, and there must be a qualifying relationship with the U.S. office. This visa can lead to a green card.
O-1 Visa (Extraordinary Ability Visa)
The O-1 visa is for individuals with extraordinary ability in sciences, arts, education, business, or athletics. It’s typically issued for up to three years and can be renewed. To qualify, you must demonstrate extraordinary ability and recognition in your field, such as awards or publications. This visa can lead to a green card.
F-1 Visa (Student Visa)
The F-1 visa is for Canadians who want to study at an accredited U.S. institution. After completing your program, you may be eligible for up to one year of work authorization through Optional Practical Training (OPT), or up to three years for STEM graduates. To qualify, you must be enrolled in an academic program, show proof of financial support, and demonstrate intent to return to Canada after your studies.
J-1 Visa (Exchange Visitor Visa)
The J-1 visa is for Canadians participating in U.S. Department of State-approved exchange programs, which can include roles like researchers, teachers, or interns. Depending on the program, this visa can last from a few months to several years. To qualify, you need sponsorship by an exchange program and a plan to return to Canada after the program ends. This visa does not lead to a green card.
B-1/B-2 Visa (Temporary Business/Tourist Visa)
The B-1/B-2 visa is for Canadians engaging in short-term business or tourism. While Canadians generally don’t need a visa for business trips under six months, you might need a B-1/B-2 visa for longer stays. However, this visa doesn’t allow you to work in the U.S. It’s useful for business meetings, conferences, or exploring opportunities before taking a more permanent route.
E-3 Visa (For Australians, but Canadians may qualify through marriage)
While the E-3 visa is specifically for Australians in specialty occupations, Canadians married to Australians may qualify if their spouse secures this visa. The E-3 is valid for up to two years and can be renewed indefinitely. To qualify, the primary visa holder must have a U.S. job offer, prove the job is a specialty occupation, and hold Australian citizenship. This visa can lead to a green card.
EB-5 Visa (Investor Green Card)
The EB-5 visa is for individuals who invest at least $1.05 million (or $800,000 in targeted employment areas) in a U.S. business and create at least 10 jobs for U.S. workers. This visa leads to permanent residency (green card), making it one of the most direct paths to a green card for investors.
Each visa has its specific requirements, and it’s essential to consult an immigration attorney or expert to choose the best pathway for your move.
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