rhode Founder and Creative Director Hailey Bieber partnered with OBB to launch her own dedicated channel in March 2021. The channel is multifaceted, highlighting everything from Hailey's coveted beauty routines to mental health awareness. Channel formats include: “Who’s in my Bathroom?”, “What’s in my Kitchen?”, rhode, My Skincare Routine, Get Ready with Me, Game Night, A Conversation With, and more.

Hailey’s channel reached 1M+ subscribers within 6 weeks of launch, one of the fastest growing ever, and to date, the channel has garnered nearly 2 billion impressions, 11+ million watch hours, 160+ million views, and has almost 2.5 million subscribers.

Brand partners on the channel have included HourGlass, Kosas, GoPuff, Pottery Barn, Levi’s, Cosmic Bliss, Halfday Tea, LiquidIV, and Justin Vineyard & Winery. The channel has helped launch and promote Bieber’s skincare brand, rhode, which has quickly become an industry powerhouse.