Skims & Rhode: How These Two Brands Are Redefining Marketing in 2025

In a world where consumers are constantly bombarded with ads, only a few brands know how to break through the noise and make us feel something. Two brands doing exactly that right now? Skims and Rhode. While Skims is aligning itself with powerful sports narratives, Rhode is dominating the beauty space with aesthetic, seasonal drops that feel more like movements than mere product launches. Different industries with the same marketing genius. Let’s break down why their recent campaigns are so effective.

Skims x League One Volleyball: A Match Made in Empowerment Heaven

Skims, founded by Kim Kardashian, isn’t just about shapewear anymore. The brand has been expanding into loungewear, intimates, and sportier styles. Its latest move? Partnering with League One Volleyball (LOVB) to become the official sponsor of their loungewear, intimates, and sleepwear. 

Why this is a marketing win:

• Authentic Alignment: Volleyball is the most-played team sport by girls in the U.S. Skims, a brand rooted in confidence and body positivity, is tapping into that energy in a real way, not just by slapping a logo on a jersey, but by supporting athlete-led programming and community events.

• Emotional Connection: By supporting female athletes and empowering the next generation, Skims isn’t just selling loungewear; it’s selling purpose.

• Brand Visibility in a New Arena: The partnership places Skims right in front of a new, engaged audience, young women and girls who admire and emulate these athletes.

Rhode’s Lemontini Drop: When Aesthetics Meets Innovation

Meanwhile, Hailey Bieber’s Rhode is mastering the art of the limited-edition drop. The latest? The Peptide Lip Tint in “Lemontini,” launched with a bold, citrus-yellow campaign that basically took over Instagram and TikTok. But Rhode isn’t stopping there, this summer, the brand is making waves in Mallorca for the launch of the Rhode Summer Club, a sun-soaked campaign that blends beauty and vacation vibes. And with plans to expand into seven more countries, Rhode is quickly evolving from cult favorite to global beauty powerhouse.

What Rhode got right:

• Seasonal Strategy: Launching a zesty yellow lip tint in the middle of summer? Smart. It taps directly into warm-weather vibes, sun-kissed skin, and vacation mode.

• Visual Consistency: The “Lemontini” campaign wasn’t just a product drop; it was a whole mood. Think lemon-saturated lookbooks shot in Mallorca, buttery yellow swimsuits, glossy skin, and chilled-out glam.

• Influencer Authenticity: Hailey didn’t just slap her name on it. She styled the shoot herself and positioned the product as an extension of her own aesthetic. The fans don’t just want the lip tint, they want the vibe.

• Product Innovation: They also used the moment to debut an updated formula with smoother texture and better application. So it’s not just pretty, it performs.

What Makes These Campaigns So Effective?

While their styles are totally different, Skims and Rhode share some key marketing superpowers:

1. Brand-Consumer Alignment

Both brands understand their target audience. Skims leans into body confidence, athleticism, and modern femininity. Rhode taps into beauty minimalism, wellness, and Gen Z’s love for soft glam.

2. Storytelling Over Selling

These aren’t just product launches, they’re stories. Skims is telling a story about supporting women in sports. Rhode is telling a story about living your best lemon-girl summer.

3. Founder-Led Authenticity

Kim Kardashian and Hailey Bieber are hands-on with their brands, and it shows. Fans see them wearing the products, championing the mission, and curating the aesthetic. It creates trust and relatability.

4. Strategic Timing

Skims launched its LOVB partnership right as volleyball gains traction heading into an Olympic year. Rhode launched Lemontini at the peak of summer, when bold, fresh colors trend. Both brands know when to speak, and that’s half the battle.

Final Thoughts: More Than Just a Moment

These campaigns aren’t just smart marketing, they’re masterclasses in modern brand building. Skims is investing in real-world impact through sports partnerships. Rhode is crafting crave-worthy beauty moments that are social media gold.

They both prove that today’s consumers want more than products. They want emotion, aesthetics, value, and purpose. And these brands? They deliver it all, effortlessly.