How is it that Hailey Rhode-Biebers beauty brand Rhode has nestled its way into the forefront of the world of Formula 1? There is no doubt that Hailey Rhode-Bieber is a smart businesswoman, she launched her beauty brand Rhode back in June of 2022 and we went WILD for it, the official Instagram account having well over 100,000 followers before a single photo was posted.
In August of 2024 Lando Norris a McLaren driver – who as of this year has a total of 5 wins, 11 poles and 32 podiums with the season still going – was posted on the official Rhode TikTok account with one of their ‘Lip Cases’ – a revolutionary phone case with a lip-gloss holder in hand. Scandalous. To add to the drama, it was suggested that it could be the case of Magui Corceiro a “not confirmed partner” of Norris. But to be fair many people (including me) have seen the paparazzi footage of them together and the MANY liked photos and comments they leave under each others social media, but at the end of the day, it doesn’t matter. As long as they’re happy with whatever they have going on.
But it sparked so many rumours. What business does Rhode have up in formula 1? Or is it just a major PR stunt? Well…
Soon after that many of the wives and girlfriends of Formula 1 drivers started popping up with products and at events one by one. Someone in particular – who now is a confirmed ambassador of Rhode – was Charles Leclerc’s girlfriend now of 2 years, Alexandra Saint Mleux. Alexandra has got to be one of (if not the most in my opinion) fashionable person on the grid of F1. Yes, even before Lewis Hamilton. Okay maybe not, but you surely understand what I’m saying. I have linked her Instagram so you can have a look and come back, and I bet I can tell you what you find:
1. So much traveling
2. Her love of art
3. That adorable Dachshund of theirs- Leo Leclerc
4. And the subtle promotion of Rhode’s brand – Which now not so subtle as of the Miami Grand Prix but we’ll get into that a bit further down the track. (pun intended)
Now I did the scrolling so you wouldn’t have to, but let’s go back to the video of Lando; That was posed on the 12th of August 2024. On the 13th of August, Alexandra made a photo-dump with outfits, water and the iconic glittery green set, iconic move from Alexandra. But in that photo, we see a phone case peeping out of her hand, we shouldn’t read into it too much except for the fact that the Rhode account commented on the post: “ ✨” describing the gorgeous peachy colour of the case. This brand didn’t waste a day promoting their products through people affiliated with F1.
Later in the year then she posts on 6th November with a Rhode photo shoot, fully disclaiming their paid collaboration. She continues to occasionally posts photos and stories on her account with Rhode products from her own collection as well as new products with clear collabs when tagging them.
Hannah St. John, girlfriend of Liam Lawson (Racing Bulls driver), has also been seen with Rhode products, and do you want to guess what day she first started posting her Rhode products? August 26th, 2024. Although, the Rhode account has not commented on her posts, which is a little bit interesting. But as of this year it seems her and a few friends were invited to a Rhode event in back in February. So, the collaboration, if any, hasn’t as been prominent nor confirmed.
The most recent event Rhode hosted was a dinner with many prominent faces taking place in Miami which was conveniently called “Rhode takes Miami”. Of course, hosted by the queen, icon and legend herself, Mrs. Hailey Rhode Bieber. Tagged in the photos and videos, was none other than Alexandra Saint Mleux. Some other recognisable faces were Kika Cerqueira-Gomes, Pierre Gasly’s (Alpine driver) girlfriend, and to everyone’s surprise, Kylie Jenner, long term friend of Hailey. The set up was a sporty rebrand of the R featured on a cake, water bottles, ice cubes in drinks and the car (more on that in a later paragraph) with gift bags which we assume were filled with more Rhode products as throughout the night the girls posted countless videos with their new lip-glosses.
Most of the time the Miami Grand Prix has many celebrities show up to as it is the most accessible. The media exposure for both Hailey and these recognisable and relevant faces during the height of the F1 season has shown how innovative she is within the business world. Also, not to mention with the MANY pictures that have been showcased with what I believe to be a Chevrolet C4 Corvette, which is fitting considering the American brand, Chevrolet, has a confirmed F1 team for 2026. Anyone else see the potential subtle promotion there too?
Any F1 fan can see how the fashion world has influenced those on the grid considering the numerous fan accounts made just for us to find the brands everyone is wearing; from clothes to jewellery and who could forget the accessories. Hailey purposefully inviting these women, who have been immersed into a world in which from up-until a few years ago was dominated by men, has been influenced by this rapid expansion of the female audience. Considering any smart business owner wants to expand their brand to a wider demographic, we can 100% see this as a win/win as this niche fanbase grows wider.
At the end of the day Hailey prompting her business to this growing audience of women in F1 is such an iconic power move. Her feminine, minimalist, clean-girl brand now has over 3 million followers with many of the partners of drivers also following it. This influential brand is destined to continue growing as is the female audience of F1.
Oh Hailey Rhode-Bieber, the businesswoman you are.
