Why Black Women Love Hailey Bieber’s Beauty Brand
Beauty brands often miss the mark when it comes to creating makeup shades that cater to women of color. Until Rihanna launched Fenty Beauty in 2017, the market was very thin, but it has steadily grown throughout the years, with brands like Danessa Myricks making sure there are options for Black women. But there is one other company that is knocking it out of the park when it comes to inclusivity: Rhode by Hailey Bieber. Black women on TikTok have been loving the brand, and we are going to tell you why.
With its latest product launch, Hailey Bieber’s cosmetic company has exploded on TikTok because of its new bronzers that have been developed with Black women in mind, not as an afterthought. A driving force behind this inclusivity is beauty influencer Golloria. She has spent years advocating for better shade ranges for dark-skinned Black women, who are often left with little to no suitable makeup products when high-end brands do product drops.
The beauty influencer called Rhode out in 2025 for having a limited shade range in its popular pocket blushes. In response, the company teamed up with Golloria to help develop more colors. This summer, Rhode worked with the influencer again for the creation of its new bronzer line, which is taking TikTok by storm.
Speaking about the bronzer that she helped develop, Golloria said, “Rhode and I tested and tested and tested for months until we got it right. This is why it matters, because every time dark skin is included from the beginning (of production), it reveals a truth that the people in this industry are afraid to admit, we were never impossible to include.”
@golloria tone inclusion is the absolute bare minimum. thank you. A BRONZA. @rhode skin @Hailey Bieber
And it is not just Golloria singing Rhode’s praises. TikToker @joytheicon pointed out that Black women are the number one consumers in the United States, and when beauty brands fail to market to Black women, it is clear that they do not care about inclusivity, which is what makes Rhode stand out.
“I just don’t understand why you wouldn’t want to (market toward Black women). If your goal is to make money, why wouldn’t you target the people who spend the most money?” she asked. “I just don’t get it.”
@joytheicon Thank you @golloria, @Toni Bravo , @rhode skin for putting in the work for us darkskin make up lovers! PLEASE know we appreciate yall.
#rhode #darkskinmakeup #inclusivemakeup #rhodebronzer
In the TikTok comments, Black women wrote that Bieber’s cosmetic line is quickly becoming one of their favorites.
“Hailey Bieber is eating the girlies up. Rhode is literally becoming one of my favorite skin care or beauty lines because of how inclusive she is for all skin types & all skin tones,” posted one user.
“It’s important to highlight that Hailey didn’t wait for a second launch to have deeper shades, unlike a lot of brands that decide to ‘expand shade ranges’ because of the backlash,” added another.
“I recently got some Rhode products after always saying I won’t fall for the hype, safe to say I’ll be spending a lot of money soon,” commented a third.
But inclusivity is one thing. Are the products actually good? Well, take one scroll through TikTok and the answer is an overwhelming yes from Black people who can’t get enough of the products, from their highlighters to their blushes, lip liners and skincare line.
Some creators have dubbed this summer a “Rhode Summer,” loving the way the products make their skin glow. Creator @tatendaluna gave a full face makeup tutorial using only Rhode products, which had Black women in the comments gagged at how beautiful her makeup looked.
“SHINING, SHIMMERING, SPLENDID,” exclaimed one user in the comments.
“It looks stunning,” complimented another.
“Omggg your so beautiful, I need to try that bronzer omggg,” added a third.
