Rhode lands in Mallorca with a luxurious sensory experience celebrating the European summer and unveiling its new ‘Lip Tint’.
Rhode, the beauty brand founded by Hailey Bieber, has launched an innovative immersive experience in one of the summer’s most sought-after destinations: Mallorca, Spain. From 10 to 23 July, Rhode has transformed the iconic Gran Folies beach club into an aesthetic paradise that reflects the brand’s visual universe, strengthening its global presence with a unique offering tailored to the European audience.
The activation includes custom grey and yellow sun loungers, luxury towels, branded umbrellas, reusable bottles, and a selection of ice creams and inflatables — all designed to immerse visitors in the Rhode lifestyle. This initiative is part of a sensory and experiential marketing strategy aimed at connecting directly with consumers through real-life experiences.
The event also celebrates the launch of its latest star product: the ‘Peptide Lip Tint’ in the shade Lemontini. Inspired by a citrusy summer cocktail, this lip tint aims to capture the freshness, radiance, and sophistication of the Mediterranean summer. ‘Lemontini’ is already creating buzz on social media and positioning itself as a seasonal must-have.
Hailey Bieber has shared that this project has been part of her vision since the brand’s inception. Her goal was to create a fully immersive brand experience that not only promotes products but also translates Rhode’s visual and emotional DNA into a tangible experience. Minimalist aesthetics, a focus on wellbeing, and the celebration of summer as a state of mind come together in this activation that goes beyond the commercial.
In addition to the visual and sensory display, Rhode has added a social dimension to the project. Through its Rhode Futures foundation, the brand has partnered with the Mallorcan organisation Associació Tardor, dedicated to fighting poverty and social exclusion. Rhode has made a significant donation to improve the shelter’s facilities, including its kitchen, storage systems, and monthly food budget.
This initiative in Mallorca marks a new chapter in Rhode’s international expansion, focusing on emotional impact and direct connection with its global community. In a market saturated with digital campaigns, Hailey Bieber’s brand has managed to stand out by offering a real, tangible, and highly shareable experience aligned with the expectations of the modern consumer.
With its commitment to authenticity, thoughtful aesthetics, and social responsibility, Rhode is positioning itself as one of the most influential beauty brands of the moment. The Mallorca experience not only strengthens its presence in Europe but also demonstrates how modern luxury can merge innovation, purpose, and desire.
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