A luxury beauty pop-up, claiming to represent Hailey Bieber’s brand, Rhode, recently opened at Johannesburg’s Mall of Africa, drawing in eager shoppers and influencers.
With its sleek displays and carefully curated branding, the store appeared to be a legitimate extension of the globally recognized beauty line. Excitement spread quickly as influencers documented their visits, praising what seemed to be the official arrival of Rhode in South Africa. However, within days, that excitement turned into disbelief.
Doubt began to surface online as customers questioned the store’s legitimacy. Social media users noted the absence of an official announcement from Rhode, and soon after, the brand itself confirmed it had no affiliation with the store. What had initially seemed like an exclusive retail experience was, in reality, a well-orchestrated scam. Customers who had made purchases soon realized they had unknowingly bought counterfeit products. By the time the truth was exposed, the store had disappeared without a trace.
SMread: The Beauty of Horse Riding in Islam
Role of social media in uncovering the ‘Rhode’ scam
The company behind this deception, Beautessa, had managed to infiltrate one of South Africa’s most prestigious malls, exploiting consumer trust and the power of social media marketing. Many felt misled, particularly by influencers who had unknowingly promoted the store. One TikTok user, @ms.prinsloo, expressed their frustration:
“In less than 24 hours of me buying from them. Why can’t we have nice things in South Africa?”
For some, the lack of an official announcement from Rhode had always been a cause for concern. One user, @javeajewel, pointed out a crucial oversight: “If Rhode themselves doesn’t post that this is happening, it’s not real. It’s just not real. Have we not learned anything from the Australian Crumbl Cookie saga?!”
SMread: District Six Community Gathers for Mass Iftar on ‘Boeberaand’
What does this mean for the brand and everyone involved?
According to a YFM report, brand expert Tshepo Matseba from Reputation 1st Group believes this incident could have lasting consequences for both Rhode’s brand image and Mall of Africa’s credibility.
“This incident underscores the dangers of counterfeit operations exploiting globally recognised brands. Rhode’s reputation is built on trust, quality and authenticity, yet an unauthorised pop-up has deceived consumers and tarnished the brand’s perceived credibility in South Africa.”
The implications extend beyond Rhode itself. Matseba also emphasized how this scandal calls into question the security of retail spaces:
“The fact that a fake store could operate within its premises threatens consumer confidence and the credibility of all retailers within the mall. Luxury and international brands depend on shopping centres to provide a secure and reputable space for their products. If customers feel they cannot trust what they buy in an upmarket mall, they may take their business elsewhere.”
The appeal of exclusivity and the influence of social media can often overshadow the need for thorough verification. In an era where counterfeit operations are becoming increasingly sophisticated, consumers must remain vigilant. Before purchasing from a new or unfamiliar retailer, checking for official brand statements and verifying authenticity can make all the difference.
