The Marketing Bestie Podcast with zoeunlimited - the “ugly sister syndrome” (Bella hadid)

Episode Date: June 7, 2026

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Free of charge. BetMGM operates pursuant to an operating agreement with Eye Gaming, Ontario. No one will love you if you. you're unattractive. Chloe Kardashian got a nose job at 35, Angelina Jolie got a nose job at 19, Iggy Azalea at 16, and Bella Hadid, 14. How did the quote unquote ugly sister

become the brand a beauty? And no, it's not about the nose job at 14. If they're looking for all-American girl, they're not gonna hire Bella. They're not gonna hire Bella. Girl, don't do it, it's not worth it. I'm not gonna do it, girl. I was just thinking about it.

I'm not gonna do it. I did it. The luckiest girl in the world. The luckiest girl in the world. If there was one person born into a lie, it must be Bella Hadid. Despite being the definition of beauty and face and body, been on 35 covers of Vogue,

voted model of the year, has 61 million followers on Instagram, face a Victoria's Secret, gets paid millions of dollars to look pretty to Bella herself she knew it was nothing more than just a pretty but fake brand that she was the quote-unquote ugly sister with a paralyzing secret but through one adjustment in branding the Bel Hadid as we know today is the woman who starts and ends trends by just breathing who can make the ugliest of all-fashioned pieces stylish can genuinely launch any brand from drinks to a fragrance line. Take a long break, then came back as relevant as ever. That's the Bella Hadid effect.

I'm transforming myself into Bella Hadid. This is why I would wear to school if I was Bella Hadid. Bella Hadid, a girl makeup, let's go. Doctor out of London has made the claim that Bella Hadid is the most beautiful woman on earth. So my name, my name is Bella Hadid. My name. Salary to go and once. See, it doesn't even sound sexy. And it really has not much to do with her beauty. Does it Help, yes, but there are so many beautiful and attractive people out there. Yet, not many can hold the weight of a nude girl. And even if they do have the pretty privilege, just look at Katie Perry or Blake lively, both with beauty and talent, but are inevitably going through some struggles.

Or Sabrina Carpenter, who has been beautiful all alone, but was still unnoticed for 10 years. Why? It is all about branding. As your marketing bestie, who graduated top 1% use... Who graduated? Who graduated? Oh my gosh. Who graduated top 1% UCLA business economics

with a background in marketing. We are going to explore again how pretty privilege can still fail you if you don't have a strong brand. Bella had always denied having had any tweaks or surgery. Yeah, I mean, this is pretty much the scan of the face and I think many things jump out. I mean, everything from the orientation of her eyebrows

to the orientation of the actual eye. You cut the nose clearly. it's been thinned out, pretty much the entire facial structure has changed. And how you, yes you, no matter if you have pretty privileged or not, can build a successful brand to help you down your career. So I'm gonna start with that career thing. And by brand, I don't just mean putting your name on a fragrance bottle. Many have tried and failed. Branding is about how your future college, future boss, future boyfriend sees you.

And yes, you have one. I'm creating the series to analyze pop culture girl icons from a marketing perspective because of the power of influence they have over a generation of young girls. My heart works every day to give love and I'm worried about the pimple on my face. Bella Hadid has one of the best glow-ups in my mind that made her an icon in beauty not just externally, but also internally. A true, free brand. That's another story for you folks. And her story will be a powerful one for women.

of all ages, along with four key branding principles that anyone can use. So share this episode with someone you love and let's take it back to Bella 1.0. My name, my name is Bella Hadid. Isabella Hadid seems to be born into a perfect lie. Why winning the genetic lottery of natural beauty, growing up in a mansion, being the sister, daughter, and best friends with famous models, and dating established artists like The Weekend, a curse seems to follow her outwardly rise to

your prominence, the curse of never feeling enough. That no matter how hard you try, there was someone since birth who has always outshined you. The quote unquote prettier version of you, that you'll always just be the second best brand. And Gigi just had that, you know, that thing. You sit next to O, I'm going to sit next to GZ. Everybody hates me, no one likes me.

I'm the black sheep. I just felt like the ostracized one. To the outside world, both Gigi and Bella Hadid are incredibly gorgeous girls. But to Bella herself, quote, I was the uglier sister. I was a brunette. I wasn't as cool as Gigi, not as outgoing. She said, that's what people really said about me. Even worse, the brand strategist behind the scenes,

who despite their potentially good intentions and great marketing wisdom, I have to have a bite for good luck though. No, that's too big, the half of them. created a brand for Bella with a hefty price of physical and mental health. One with, quote, my little lunch with my three raspberries, my celery stick. That was Bella Hadid's lunch. And the price of a nose job at the age of 14. I don't know where you guys were at the age of 14,

but that to me is an age to be filled with the magic of girlhood. Am I the only one with a family that went to Turkey to get nose jobs when they were like, 12 to 16. To think that it is normal to change your bone structure in order to feel enough as a girl as a minor. Just breaks my heart. If they're looking for all-American girl, they're not gonna hire Bella. And this pretty but ultimately empty brand did indeed grow. To the outside, Bella Hadid had it all. Externally a very successful brand. One of the wealthiest supermodels worth $25 million endorsed and loved by pulp culture's favorite brands. But it's like wrapping air in an empty beautiful Chanel box.

The box is all there is. The packaging is mistaken as the product. But a lasting brand cannot just be built on empty packages, where there are so many beautiful faces in the world, but only a few get to be an iconic egg girl. There was so much more to Bella Hadid than just a pretty face and body. But now, the entire brand has been engulfed. by this facade of natural beauty.

Where despite many allegations, Bella denied having had any surgeries and built an inauthentic brand without connection. One where you cannot take the mask off. And that without a doubt can only lead to two results. A, a breach of trust regardless of how large the fan base is. And B. A burnout. Bella Hadid opens up about stepping back from modeling

and no longer putting on a fake face. Until Bella 2.0. You ready? I'm ready. The winner of GQ Hugo Boss model of the year. Model of the year is Bella Hadid. Like I said before, the real glow-up of Bella Hadid does not have much to do

with her cosmetic surgery at all. In fact, it began when she first courageously admitted her surgery in 2022. so that it was no longer a debilitating secret that controlled her. For she has so much more to offer than just a face. There are four key factors to Bel-Hadid's successful brand building that allowed her to take a long break to prioritize herself and come back as prominent as ever.

Launch two successful brands that fans love and aren't just cash grabs. We're... Oh, yes, Miss Bella, this is what I wanted, this is what I wanted to say! Ah! And is only becoming more lucky. likable and influential. This spring, denim gets a softer, lighter update. Introducing Old Navy's drapey denim wide leg, a new fit that moves with you.

It's everything you want denim to feel like for summer. Easy, breathable, and effortlessly cool. With a fit that creates natural movement and a wide leg that feels modern, not overwhelming. Plus, that signature, wait, for this price, moment. Old Navy's drapey denim wide leg. First, finding a narrative. Narrative marketing is a personalized marketing strategy that uses the principle of storytelling to create an emotional connection between a brand and its audience.

It's about sharing a message, a vision, and experience that your audiences can believe in. For Bella Hadid, it was about letting go of the facade of this perfect image. Like, I wanted to show you something. How fucking dumb I look sometimes. Like in the morning when I do my morning affirmations, try to get my... Routine done usually doesn't work. To admitting her insecurities, her struggles. Ella Hadid is coming out about her struggles with mental health.

And owning up her past actions, including the nose job she wished she hadn't gotten, which erase some connections between her and her ancestry. But this is so powerful because guess who else has ever felt at least a tiny bit insecure in the age of the ever more perfectionist beauty standards. Every woman under the sun. This is the first building block to the broken trust of her personal brand that was key to the product launches that we will talk about. In addition, a brand is just as much about associations as it is about what it is not associated with. For example, Nike will never associate itself with junk food or unhealthy habits.

And for Bella Hadid, she is unapologetically vocal about her roots and political support. Does this mean she will lose fans and brand opportunities? Absolutely. After the supermodel was removed from Adidas's campaign, after criticism from Israel's official Twitter account. She has lost so many jobs, followers, friends by writing about her support for Palestine. But this only further sharpens her brand. Because a brand cannot stand for everything. To appeal to everyone is to appeal to no one. Rather than appealing to more people, honing in on one specific narrative takes courage.

And that deepen the connection with her core followers. Second, emotional marketing. As Forbes stated, emotion is the superpower of marketing and advertising. For quote, people will forget what you said, people will forget what you did, but people will never forget how you made them feel. Maya Angelou. Blake Lively is the perfect counter example to this. Despite a track record of success and an undoubtedly pretty image that fits into the conventional beauty standard,

just one off-putting interaction could erase all the good brand building. Needless to say, several. Congrats on your little bump. Congrats on your little bump. And for Bella Hadid, this was something extremely natural and genuine to her character. Quote, I got to meet her at a Bogari event in Rome a couple years ago, and I have to say she's truly an angel, she was so nice to all of us, and took the time to have a little chat with the people there.

It didn't matter if they were just quote unquote, regular people. How are you guys good? I love you! And this is just one of the many lasting emotional impressions that she leaves as her brand in people's minds. Thank you so much for coming. You're so beautiful. Thank you so much. In addition to a track record of being someone with a consistently strong work ethic. My agents get so mad to me because I'll be there till midnight on a campaign job where they're like-

Me too? You're supposed to be here for eight hours. I'm like, but we didn't get all the pictures. And they're like, yeah, but you shot 10 more pictures than you should have shot. And I'm like, but they needed that. And if I leave, everybody's just sitting here, it's just the same way that like if a makeup artist leaves or if a head of production leaves. You know, it takes an entire 50 people group to even put one production together. Absolutely. I'm not the most important person in the room. I agree. The job's not done. And the job's not done. I agree. This has been supported through the word of mouth, which is the most powerful form of marketing from people like, people like Michael Coors to every brand big or small that has worked with Val Hadid. This is the real substance inside a pretty packaging. Her consistent kindness and discipline to work hard as her personal brand. Now, emotional marketing is done through four ways. First, love-based messaging.

Like Hallmark cards, Tiffany's, and Cartier or Disney often try to evoke feelings of joy, family, union, nostalgia, therefore propelling a desired action. Second, fear-based, often used by insurance companies that warn consequences from not taking desired action. Third, anger, such as Meatless Monday to highlight the cruelties of animal agriculture. Fourth, ambition, such as Nike and Red Bull that often display aspirational figures to show fitness, confidence, and accomplishment. For Bella Hadid, her actions are the best brand building blocks that are infused with a love-based messaging. A brand of kindness follows her, not just from charity events, but also from simple everyday actions, like treating everyone with kindness and making sure that people are taken care of.

Thus, the third factor, value-giving, is a huge success factor to both our functional drinks brand, Kin, and Fragrance, Orabella. Both of these brands have a purpose, rather than just another drink or another fragrance on the shelf. I personally tried all the flavors of Kin Euphorix, a non-alcoholic, a non-alcoholic, Not an alcoholic, adaptogenic beverage brand. Few things I liked. First, very on brand with Bella Houdi's personal brand advocating for self-care, health, wellness. Finding this little can that somehow made my day better, it made my life a little bit smoother. Second, the amount of time and investment into the formulation and research and development for each function

makes it seem not like a cash grab. Third, the visual design and aesthetic. I personally found some of the flavors a bit bitter and strong, which is a testament to the test, that this is not just another sugar drink with a functional label slap on it. But to expand the consumer appeal, I think the formula can still be improved. Then, Orobella, which is formulated with essential oil, is alcohol-free, and hydrating. I like that it is dermatologist tested and suitable for sensitive skin. Mind you, I'm not affiliated with any of these two brands.

I haven't even tried the since, although I'd be very curious as a fragrance lover. It's really good, but it's like very light. But the public reviews are genuinely very high. And I like how their website doesn't fake perfect five-star reviews, unlike Blake Lively's hair brand. Bella's brand of kindness is consistent with how the proceeds of Orabella go to organizations like the Girls Club New York, which helps girls in use of color. Again, a product that feels genuine to her that took time and character to develop. This is five years in the making.

And is based on the foundation of value giving. Does this eat away profit? Yes. Does this mean slower growth and slower launches? Yes. But brands develop from genuine passion, alignment, and giving back to the community will live so much longer than just opportunist cash grabs like a Demailu branded mattress. I live, breathe, and love being social, being helpful, and a key to someone else's success. And the goodwill will spread.

Which leads to the fourth success factor. Social media. Sometimes one of my eye gets puffy like this. It goes all the way into here and then I turn into an avatar. For Bella Hadid, social media gave her previously aspirational but overly perfect and empty-feeling brand a breath of relatability that truly turns strangers into fans. The non-perfect makeup-free moments of her struggling with her depressive episodes, Lyme disease, and anything in between breaks down the fourth wall and humanizes her. The rawness of no longer pretending to be this perfectly beautiful goddess, But a brave woman, owning up her struggles, emotions, insecurities, and the fact that she has gotten a no job, which does not define her.

Someone who no longer fears these quote-unquote imperfections feel the need to stand in the shadow of comparison, for it really does not matter how the external world perceives her as long as she stays true to who she is. And that is real confidence. That is true magnetism and attractiveness. Bella Hadid's true glow-up was not through a nose job, but through growing a stronger heart, to dare to be who she wants to be, and fight for what she values.

To spread kindness and love despite so much division online and to show up without the need for a mask any longer. Because all the love and validation she needed all along has been within her. And this is why I think, the brand of Bella Hadid, That took over 10 years of actions you build is here to last. In fashion, beauty, entrepreneurship, or other realms. And I hope you found some inspirations from her story too. This is your marketing bestie, Zoe Unlimited.

Comment which celebrity you'd like me to analyze next through a marketing perspective. Episodes are available on all podcast networks, Apple, Spotify, YouTube. I really hope today reminded you of your internal shine and beauty. Share this episode with someone you love and I'll see you next week.