As the matriarch of the celebrity-turned-beauty-entrepreneur movement, Rihanna made waves when she gave us the gift that is Fenty Beauty, the crown jewel in her burgeoning empire.
And in her footsteps, endless streams of Hollywood's A-list have attempted to jump on the celebrity beauty bandwagon.
While some have failed, others have climbed the makeup mountain, successfully finding their niche and carving out a spot in the beauty industry. And it seems like Hailey Bieber is ready to join the club, with her new beauty brand, named Rhode.
On January 25, the model shared a juicy sneak peek that fans can expect to see in Rhode's launch. Posting a four-part Instagram carousel, Bieber is seen sporting a bikini set from the brand Are You Am I, in what appears to be a photoshoot for Rhode—since she tagged the brand in the third image.
In the last photo, the model can be seen wearing a face mask and under-eye mask while chatting on the phone, leaving many to believe that hydration will play a huge part in the range.
Unbeknown to some, Bieber already boasts an impressive working relationship with cosmetic brand BareMinerals, where she currently serves as their global ambassador.
While some may assume that the 25-year-old's commitment to the brand may present a conflict of interest, remember that that this isn't Bieber's first attempt at starting her own side hustle.
Back in 2019, she filed to trademark the name, 'Bieber Beauty', where she was intending to manufacture a line of skin and body care products. After being rejected by the U.S. Patent & Trademark Office, 'Bieber Beauty' never made it into stores but that didn't mean she was ready to stop tapping into her skin-loving habits.
When it comes to 'Rhode', aside from representing her middle name, the brand name also compliments husband Justin Bieber's business ventures. Back in 2017, the "Yummy" singer trademarked the name 'House Of Drew'—that's also based off his middle name—which has now turned into a highly successful streetwear label.
As for what kind of products we can expect from Mrs. Bieber? With one of the best faces in the business, it's safe to say that the products cater to sensitive skin, seeing as the founder herself battles with perioral dermatitis, a type of inflammatory rash that can flare up with improper care.
With the brand officially launching on June 15, Rhode shared their brand ethos for those curious about where their products stand. Described as "one of everything really good", Rhode markets itself as a "new philosophy on skincare" that features a collection of edited essentials, that can remain a dedicated go-to for users.
What products are in Rhode?
Compared to its competitors, Rhode isn't launching with an extensive lineup of products. In fact, there are just three offerings in the range so far.
Some might see it as disappointing, but keeper her range on the smaller side likely means that extensive detail has gone into each product.
According to the Rhode Instagram, the brand offers an edited collection of "effacacious, intentional skincare". Both multi-tasking and super wearable, the Rhode products are also vegan, cruelty-free, gluten-free and dermatologist-developed.
The tiny-but-mighty collection includes a Peptide Glazing Fluid, which they describe as "Hailey's secret to glowy, radiant skin" and is a lightweight, quick-absorbing gel serum that works to hydrate your skin barrier. Next up is the Barrier Restore Cream, which is a rich-yet-lightweight moisturiser that works to replenish the skin's moisture and soothe a damaged skin barrier, courtesy of its antioxidant peptide complex.
And finally, the Peptide Lip Treatment, which is a restoring lip treatment that apparently leaves your pout "pillowy-soft, day or night". Its hydrating formula was created to protect and moisturise dry skin from the inside out, and it comes in three flavours: watermelon slice, salted caramel and fragrance-free.
When Will Rhode Be Available To Buy?
You (and your skin) can breathe a sigh of relief, because Rhode skincare officially launched on June 15. This means that all three of the products can be added to your shopping cart ASAP.
To browse the products, just head over to the Rhode Skin website.