Rhode Fan Goes Viral, Hailey Bieber Chimes In on TikTok

Viral TikTok moment and Hailey Bieber shoutout

Rhode superfan Lulu McCrady logged onto TikTok on Sept. 5 with a feel-good play-by-play , and wound up getting a game-changing shoutout from Hailey Bieber herself.

The Sephora encounter that sparked the clip

In her viral clip, the 22-year-old recounts spotting a woman walking out of Sephora, already swiping on a fresh shade of Rhode’s Peptide Lip Tint. “She stopped me in my tracks,” McCrady says. As fate would have it, Lulu had the same lip tint on deck , plus the coordinating Rhode phone case , and the two instantly bonded, comparing their cases and geeking out over the product.

From one million views to a direct response

The video rocketed past 1 million views, but the real momentum shift came when McCrady applauded Bieber for “bringing back girlhood in the makeup industry.” Bieber saw it and jumped into the comments with, “Ok I’m crying!!”

Why Lulu McCrady supports Hailey Bieber and Rhode

Listening to feedback and improving formulas

For McCrady, the love is bigger than a viral moment. “I love seeing how much people genuinely support [Bieber]. You can tell she’s passionate about what she does, and that makes a difference. I also admire how she listens to her community , like when people pointed out that some formulas weren’t pigmented enough for deeper skin tones, she went back and reformulated to make it better. That level of accountability demonstrates that she genuinely cares,” she says.

Brand identity and personal self expression

She also praises how Bieber has navigated the spotlight with “grace,” while building a brand that’s “playful, polished and thoughtful” and “feels like a valid extension of herself.” Rhode, she adds, has unlocked new lanes for her own “self-expression.”

Lulu McCrady routine favorites

As for her routine? “All of the lip tints and treatments are staples for me, I carry them everywhere. I’m absolutely obsessed with the blushes [which she bought at Rhode’s pop-up store in New York]. My mom loves it too, so it’s basically become a family favorite.”

Rhode brand milestones and expansion

Bieber launched Rhode in 2022, and the brand has since expanded into a wide line-up of skincare and cosmetics , plus that buzzy phone case accessory. After being acquired by e.l.f. Beauty for $1 billion in May, Rhode hit yet another milestone with a launch in Sephora earlier this month.