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After months of teasing, Hailey Bieber has finally revealed her new beauty brand, Rhode Skin. The model has cemented her love for beauty and skincare on social media over the years, selling out products and starting TikTok trends with her trademark ‘glazed donut’ glow – a phrase and philosophy that’s well and truly shaped her “yummy” new line, which dubs itself an “edited collection of efficacious, intentional skincare”.
The brand’s debut drop includes three products with a focus on hydration, including the Peptide Glazing Fluid (aka Glaze), lightweight gel serum to plump and hydrate, the Barrier Restore Cream, a rich moisturiser designed to deliver softer skin with an antioxidant peptide complex, and the Peptide Lip Treatment, a restoring lip treatment in three flavours – watermelon slice, salted caramel and an unscented, fragrance-free option.
Speaking to Glamour about the development of the brand, Bieber explained her less-is-more approach. “I wanted it to be just go-to essentials,” she said. “I also have this ethos of making ‘one of everything really good,’ and where I get that thought from is the way that I curate and edit my wardrobe as well—that one perfect pair of jeans you keep reaching for, that one perfect T-shirt you keep going back to because of the fit.”
She detailed that this thought process also translates to her skincare routine, adding, “[It’s] that one perfect moisturiser you keep going back to and reaching for because it’s tried and true, and a great formula, and it’s doing exactly what you need it to do.”
Bieber also appointed an advisory board with a cosmetic chemist and a dermatologist to help guide the brand’s formulations. She wanted to ensure that the brand was sustainable, with recyclable packaging made from recycled materials and consciously-sourced ingredients for the vegan, cruelty-free, gluten-free and (mostly) fragrance-free formulations.
At only three formulas it’s arguably a small first drop, but Bieber says it reflects her own minimalist approach to skincare (of course, the Peptide Glazing Fluid almost immediately sold out). More skincare is undoubtedly coming soon, but Bieber has also revealed that she’ll expand the brand into other categories in the future.
“I would love for Rhode to evolve into other categories. I think we will always be very skin-focused, but our plan is to evolve. But again, very curated,” she told People. “The perfect cheek tint. The perfect brow gel. My kind of go-tos – the products I use daily. There will potentially be some body care in the future. One day I’ll be pregnant, and I’ll probably want products that work at that time in my life. There will be evolution for sure.”
For now, Rhode Skin only ships to the US, but Bieber assures us the rest of the world will be able shop the brand very soon.
