Hailey Bieber’s Rhode Skincare is finally available for purchase

Hailey Bieber’s Rhode Skincare is finally available for purchase

photo credit: Rhode

photo credit: Rhode

Hailey Bieber would like to clarify something about the glazed donut skin. The model and skincare founder, whose Rhode line launches today, kicked off one of the year’s biggest beauty trends thanks to an Instagram post earlier this year featuring your luminous skin. “Glazed skinning 🍩🍩 ​​in 2022. Tell a friend,” read the caption.

While she’s no doubt drawn attention to the look, she’s not taking credit for the (brilliant) name. “I tried to make it clear, I don’t think I made this up [term] or created that catchphrase in any way, shape or form,” she says. BAZAAR.com. “I think this is a known thing in skin care.” Still, she’s totally leaning towards the brilliant aesthetic with Rhode. “I don’t want to go to bed without looking glazed, and when I think glazed, all I think about is a glazed donut. So that’s the goal.”

Now, Bieber is bottling that skincare routine through the long-awaited Rhode (pronounced “rode” and coined after his middle name). Featuring just three products to start with – Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment – Rhode delivers the reduced routine the model has always been looking for.

“My ethos behind the brand is that we want to do one of everything,” she says. “A very good moisturizer, a very good hydrating serum, a very good lip product.” As one might expect from a supermodel, she likens philosophy to the way she dresses. “I believe in curating your essentials in your closet the same way I believe in curating your essentials in your skin care.”

Vegan and (mostly) unscented products are full of derm-approved ingredients such as peptidesniacinamide and squalane, and are “completely focused on barrier health and hydration,” explains Bieber. “I am someone who travels a lot. I wanted simplicity. But I want [the products] to work very well.”

Photo credit: Gabriela Celeste

Photo credit: Gabriela Celeste

Getting back to the whole glazed donut thing: the product in question is Peptide Glazing Fluid, a hybrid, hydrating serum. “In short, we call it The Glaze,” says Bieber, proudly holding the little gray bottle. “It’s not as thin as a serum, and it’s not a moisturizer either. I wanted to make something that felt new – a new texture,” she says, adding that it has been her “go to” product in the morning, noon, and night. “And then at night, I layer it with Barrier Restore Cream. I love them both together. I also love how they act as a base for makeup,” she adds.

Rounding out the trio is the Peptide Lip Treatment, which comes in three varieties: Unscented, Watermelon Slice and Salted Caramel (Bieber’s favorite). And while the other products in the line are fragrance-free, she admits she broke her own rule of adding perfume to lip care. “There’s something very nostalgic about scented lip products,” she says.

The product range may be small, but Bieber says they are designed to be universal. “I really wanted it to feel as inclusive as possible,” she says. “I think the products can work for all skin types. If you have very dry skin, it’s great. It is focused on hydration. But even if you have oily, acne-prone skin, moisturizing is a step you shouldn’t skip.” The minimalist packaging is designed to look gender-neutral as well. “I always talk about what the world of Rhode is like and everyone is welcome, and I want everyone to feel included,” she says.

Bieber fans already know the line has been in the works for some time. Part of the wait was for her to get insights – and constructive criticism – from beauticians, dermatologists, and even her own friends and family. “I’m the type of person that, when it comes to developing these products, I’m going to take feedback on the chin and apply it in a good way,” she says, adding, “I mean, sometimes I kick myself, like, I should have thought about it.” But it is ready for what consumers – and the Internet – might have to say. “I want to take consumer feedback and really listen, understand how it was received and apply it to the brand going forward.”

Photo credit: Gabriela Celeste

Photo credit: Gabriela Celeste

One question she’s likely to face is whether Rhode fills a gap in the skincare world — especially when celebrity beauty lines seem to be released almost weekly. But she says, “I don’t believe in oversaturating the market. I don’t believe in releasing a million things just to get the word out.”

Because of this mindset, Bieber hopes the product line will remain selected. New releases will happen “every few months, probably”. But he doesn’t hold her to that: “I intend to be extremely transparent with our consumers. If something isn’t ready, I won’t put it out. I don’t want to cut costs.”

For now, Rhode is available directly to the consumer, in part so Bieber and his team can get a feel for what resonates with their customers. But you never know what Rhode has been coming down the, well, road. “Eventually I would love to see you [in other retailers]. And then potentially making our own brick and mortar, which would be awesome.”

Rhode is now available online at rhodeskin. with.

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