Hailey Bieber Talks Rhode Blush, Business and Future Products
Hailey Bieber’s beauty brand, Rhode, is in expansion mode.
Starting with Pocket Blush, a blush stick debuting in six shades on the brand’s website for $24 on June 20, Bieber has big plans to broaden Rhode’s assortment.
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“We talk about essentials, and when I wanted to do any approach to color, it was the same idea. I wanted to throw it in my purse or bring it on a plane — what would I need if I’m just landing somewhere?” she asked.
“I don’t want to put things out that don’t feel natural to me, I want to make things for people that I’m always going to use,” Bieber continued. “I’ve always said from the beginning I want to expand into sun and into body — my essentials in all the different categories that I use in my life.”
Up first: blush. Rhode’s version follows the same skin care-meets-makeup approach of Bieber’s last foray into color — the tinted iterations of Rhode’s peptide lip treatments.
“I view everything as hybrid. For us, it’s more about marrying skin care and color together. I don’t think we’ll ever do something that’s just traditionally a color cosmetics product,” said Bieber. “It’s always going to have more of a story and the DNA of skin care behind it.”
The brand’s tinted lip products debuted in September 2023 to much fanfare online. 2023 data from CreatorIQ ranked Rhode as the fourth-largest skin care brand by earned media value at more than $106 million, while December numbers placed it as the top-performing skin care brand with a nearly 300 percent gain.
Pocket Blush looks to tap into Rhode’s skin care success with ingredients like tamanu oil and a slew of peptides that are heroes across the brand’s assortment.
“Tamanu was something we’d explored and it helps bring that buttery texture to life,” she said. The formula took two years to develop, including scrapping a previous iteration, because “I know when it’s right and I know when it’s not,” said Bieber.
The formula’s final iteration is designed to be used with either fingers for blending or brushes, and has a focus on a dewy finish, long-lasting wear and ease of application. “We consider it a melting blush because it does melt into the skin, and it really does give a second-skin finish,” said Bieber.
“I reach the most for a little flush of color because bringing color to the face gives you some life — I don’t think there’s anything more sexy or beautiful,” Bieber said. “It can really change your face even if you’re just running around on no-makeup days.”
Bieber will be fronting the product’s campaign, lensed by Harley Weir, which includes Paloma Elsesser and Alex Consani.
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