Hailey Bieber turned overconsumption into an aesthetic (and somehow built a consumer cult)💄

In a recent interview, Hailey Bieber said she isn't interested in overconsumption. But looking at Rhode Beauty and the growing culture of collecting its products, there's an interesting contradiction worth exploring. Hailey Bieber turned overconsumption into an aesthetic, and Rhode somehow developed a cult-like following along the way. But how did a minimalist beauty brand become an entire culture of collecting? From the viral Rhode lip gloss phone case to endless product collections, limited-edition accessories, and the obsession with owning every new release, Rhode has become so much more than skincare. In this video, we're diving into Hailey Bieber's Rhode universe, the rise of the Rhodies, and how aesthetic branding, FOMO, scarcity, and social media have helped turn beauty products into collectibles. We're also looking at the irony behind Hailey's recent comments about overconsumption, why shopping can start to feel like belonging, and how a brand built around simplicity can exist alongside a culture of buying more and more. Because there's a difference between **looking minimalist and consuming minimally. And apparently, overonsumption looks a lot better when everything matches. 💄 Chapters: 00:00- intro 1:40- Chapter 1: Welcome to the Rhode universe... 7:46- Chapter 2: The business of wanting more 14:26- Chapter 3: When one lip gloss isn't enough 21:46- Closing thoughts #HaileyBieber #Rhode #Overconsumption