Rhode’s Road To Success: Hailey Bieber’s Trendy Skincare Line

Hailey Bieber has always been a cool girl, but with the skyrocketing success of her beauty brand Rhode, she’s become the “it” girl. Model, influencer, Justin Bieber’s soulmate (the couple has just welcomed a baby boy), and now a beauty entrepreneur, resting beauty essential that everybody wants to carry in their purse. What’s her next step? The barrier butter moisturiser - a nighttime cream that promises to maintain long-lasting moisture while protecting your skin’s barrier - that she launched just in time for the chilly weather. And who better to showcase timeless beauty than Claudia Schiffer herself? German supermodel – who at 54 looks as stunning as always – is inspiring many to rush to the checkout and give the new product a try after seeing her in the eye-catching campaign for the cream. Here is everything you need to know about Rhode.

WHY CELEBRITIES ARE GOING INTO BEAUTY?
Rihanna’s Fenty Beauty, Selena Gomez’s Rare Beauty, Lady Gaga’s Haus Labs, and Ariana Grande’s r.e.m Beauty - it’s just a short list of beauty brands created by celebrities. Capitalising on the powerful allure of celebrity status, brands like Rhode have mastered the art of monetising their founders’ influence. From young girls aspiring to emulate their favourite stars to adults seeking to preserve that youthful glow, the brand taps into the aspirational appeal of looking like a celebrity. Whether through skincare staples or her signature viral moments, Hailey Bieber is proving that Rhode is here to stay, turning her personal brand into a profitable empire.

QUEEN OF THE SOCIALS
Announced by Hailey in November 2021, Rhode debuted in June 2022 with three skincare products: peptide glazing fluid, barrier restore cream, and peptide lip treatment. The brand’s minimalistic packaging – pastel hues, rounded shapes, and lowercase text – reflects its ethos of simplicity, affordability, authenticity, quality, and transparency. Though some argue the minimalistic branding trend is overdone, Rhode proves that, when executed well, it still captivates. Hailey’s influence is central to the brand’s success, promoting the brand both overtly and subtly, playing on her quick-fuse virality on social media. With a casual selfie that kickstarts a makeup trend on Instagram, or a new manicure setting the standard for the nail trend of the season, her influence on social media is the perfect tool to promote and expand her brand. Adding a personal touch, Rhode takes its name from Hailey’s shared middle name with her mother, underscoring the brand's intimate, family-oriented vibe.

SO, WHY SKINCARE?

While other celebrities have leaned heavily into makeup, for her beauty venture Hailey Bieber decided to focus on a balance of skincare and subtle, blushy tones for the lips and cheeks. Hailey’s personal skincare journey is what inspired her to start Rhode: “My journey towards healthier skin inspired me to develop products that really work, in a way that’s accessible to everyone. Rhode is dedicated to making products based on science and great formulation, simplifying many of the mysteries and complex narratives behind efficacious skincare.”

With the rise of social media, beauty trends of all kinds have come and gone, but with the increasing awareness around health, longevity, “clean” beauty, and Korean skincare’s influence on the Western market, the emphasis is currently on preserving and nourishing your skin. Clear skin is the key to feeling good while bare-faced, and elevates your makeup with a smoother, softer canvas, with skin prep for protection and long-lasting results. Hailey tapped into this shift, using her platform to make effective skincare products desirable and accessible.  

WHAT SHALL YOU BUY FROM RHODE?
In search of the perfect lip balm? Look no more, Rhode got it covered. With ingredients like shea butter and peptide, the Peptide lip treatment and tint offers ultra-soft, plump lips, while the tinted version comes in four shades for added colour. And what is more this beauty essential comes with a lip case, the IT-Accessory that became an instant sensation on social networks. The lip case is a soft silicone phone case, and – just in case you need it – your favourite peptide lip treatment or tint fits snugly on the back. You can also carry any other lip or makeup product (we won't tell Hailey), a pack of gum, a lighter, or a mini bar of chocolate, so get creative!

What’s next? The newest addition to the skincare line has come just in time for the unforgiving winter weather; the barrier butter moisturiser. This is a nighttime cream that promises to maintain long-lasting moisture while protecting your skin’s barrier. And with German supermodel Claudia Schiffer – who at 54 looks as stunning as ever – in the catchy campaign promoting the cream, many will be sure to rush to the checkout and give the new product a try.

Courtesy: Rhode

Text: Leilani Streshinsky