Hailey Bieber wanted to clarify a few things about the glazed doughnut skin.The model and skincare founder, who launched the brand Rhode today, kicked off one of the biggest beauty trends of the year, thanks to an instagram Posts from earlier this year show her bright skin“Glazed 🍩🍩 skin throughout 2022. Tell a friend,” the caption reads.
Although she undoubtedly drew attention to her appearance, she wasn’t credited with the (brilliant) name. “I’m trying to make it clear that I don’t think it was invented by me [term] or create this tagline in any way, shape or form,” she told Bazaar“I think it’s a well-known thing in skin care.” Still, she’s all about Rhodes’ glossy aesthetic. “I don’t want to go to bed without glaze, and when I think of glaze, I only think of glazed doughnuts. So that’s the goal.”
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Now, Bieber is bottling the skin-care routine through the long-awaited Rode (pronounced “rode” and coined after her middle name). Launching just three products—Peptide Polish, Barrier Repair Cream, and Peptide Lip Treatment—Roder delivers the streamlined routine models have been looking for.
“My philosophy with this brand is that we want to make everything one of them,” she said. “A really good moisturizer, a really good moisturizing serum, a really good lip product.” As one would expect from a supermodel, she likens the philosophy to the way she dresses. “I believe in organizing your essentials in your closet as much as I believe in organizing your essentials in your skincare.”
Vegan and (mostly) fragrance-free products are chock-full of skin-approved ingredients like Peptideniacinamide and Squalane, and is “completely focused on barrier health and hydration,” explains Bieber. “I’m a frequent traveler. I want simplicity. But I want [the products] Works just fine. “
Back to the whole glazing doughnut thing: The product in question is Peptide Glazing Liquid, a hybrid serum and moisturizer. “In short, we call it The Glaze,” Bieber said proudly holding up the short gray bottle. “It’s not as thin as a serum, and it’s not a moisturizer. I wanted to do something that felt new — a new texture,” she says, adding that it’s her “go-to” product in the morning, midday and evening. “Then at night, I layer it with a barrier repair cream. I love these two together. I also love the way they act as a makeup base,” she adds.
The trio is the Peptide Lip Treatment, which comes in three varieties: Unflavored, Watermelon Slices, and Salted Caramel (Bieber’s favorite). Although the rest of the line is fragrance-free, she admits she’s breaking her own rules about scenting lip care. “Scented lip products are very nostalgic,” she says.
The range of products may be small, but Bieber said they were developed to be generic. “I really wanted it to feel like it was as inclusive as possible,” she said. “I think these products work for all skin types. If you have really dry skin, that’s great. It focuses on hydration. But even if you have oily, acne-prone skin, hydration is something you shouldn’t skip A step forward.” The minimalist packaging design also feels neutral. “I always talk about what Rhodes’ world is like, where everyone is welcome and I want anyone and everyone to feel included,” she said.
Bieber fans already know the line is already working for quite a whilePart of the wait was for her to gain insight and constructive criticism from beauticians, dermatologists and even her own friends and family. “I’m the kind of guy that when developing these products, I take the feedback on the jaw and apply it in a good way,” she said, adding, “I mean, sometimes I kick myself, like, I should have thought. But she’s prepared for what consumers — and the internet — may have to say. “I want to listen to consumer feedback and really listen to understand how it’s been received and apply it to the future.” brand. “
Gabriela Celeste
One question she may face is whether Rhodes fills a void in the skincare world — especially when celebrity beauty lines seem to roll out almost every week. But she said, “I don’t believe the market is oversaturated. I don’t believe in taking out a million things just to put them out there.”
Because of this mindset, Bieber wants the lineup to remain selective. New releases will happen “probably every few months.” But don’t make her say this: “I plan to be very transparent with our consumers. If something isn’t ready, I’m not going to take it out. I don’t want to cut corners.”
Right now, Rhode offers direct-to-consumer, in part, so that Bieber and her team can feel something that resonates with her customers. But you never know what will happen to Rhodes down the road. “Ultimately, I’d love to see it [in other retailers]. Then there is the possibility, to do our own brick and mortar store, which would be amazing. ”
Rhode is now live at rhodeskin.com.
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