diff --git "a/5c3a51fa-7688-4d61-b01c-c19d66793507.json" "b/5c3a51fa-7688-4d61-b01c-c19d66793507.json" new file mode 100644--- /dev/null +++ "b/5c3a51fa-7688-4d61-b01c-c19d66793507.json" @@ -0,0 +1,40 @@ +{ + "interaction_id": "5c3a51fa-7688-4d61-b01c-c19d66793507", + "search_results": [ + { + "page_name": "Hailey Baldwin Confirms Rhode Beauty Is 'Coming in 2022': 'Been ...", + "page_url": "https://people.com/style/hailey-baldwin-confirms-the-launch-of-her-rhode-beauty-brand-in-2022/", + "page_snippet": "It is coming in 2022, and I am very excited." Hailey Baldwin Says She 'Made a Decision' to Stick By Justin Bieber 'No Matter What the Outcome' The details of Rhode Beauty are still under wraps, but based on Baldwin's flawless complexion, her commitment to skincare and the way she's helped transform ...It is coming in 2022, and I am very excited.\" Hailey Baldwin Says She 'Made a Decision' to Stick By Justin Bieber 'No Matter What the Outcome' The details of Rhode Beauty are still under wraps, but based on Baldwin's flawless complexion, her commitment to skincare and the way she's helped transform husband Justin Bieber's skin since walking down the aisle, we have some high expectations! Fans first speculated that the supermodel was launching a beauty brand when she filed a trademark for the name Rhode in February 2021 The details of Rhode Beauty are still under wraps, but based on Baldwin's flawless complexion, her commitment to skincare and the way she's helped transform husband Justin Bieber's skin since walking down the aisle, we have some high expectations! Hailey Bieber. Theo Wargo/Getty Hailey Baldwin Bieber Says She's Experienced 'Some of the Saddest, Hardest Moments Ever' in 2023 ... Molly Sims Launches Yse Beauty and Gets Candid About Skin Setbacks That Inspired Her Brand (Exclusive) A History of Selena Gomez and Hailey Baldwin Bieber's Relationship Through the Years", + "page_result": "\n\t\t\t\t\n\n\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t \n \n \n\n\t\t\t\t\t\n\t\t\t\t\t\n\n\n\n\n\n\n\n\nHailey Baldwin Confirms She's Launching Her Rhode Beauty Brand in 2022\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\t\t\t\t\n\t\t\t\t\t\t\t\n\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\n\n\n\n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n\n\n\n\nSkip to content\n
\n
\n
\n\n
\n
\n\n
\nPEOPLE
\n\n\n\n\n
\n
\n
    \n
  • \n
    \n\n
    \n
    \n\n\n\n\n
    \n
    \n
    \n
    \n\n\n\n\nPlease fill out this field.\n\n\n
    \n
    \n
    \n
    • \n
  • \n\n
    \n
      \n
    • \n Subscribe\n
      • \n
    • \n Manage Your Subscription\n
      • \n
    • \n Give a Gift Subscription\n
      • \n
    • \n Get Help\n
      • \n
    \n
    \n
    • \n
  • \nNewsletter\n
    • \n
  • \n Sweepstakes\n
    • \n\n
\n
\n
\n
\n\n
\n\n
\n
\n
\n
\n
\n
\n\n
\n
\n
\n
    \n
  • \nLifestyle\n\n\n\n
    • \n
  • \nStyle\n
    • \n
\n
\n

\nHailey Baldwin Confirms Rhode Beauty Is 'Coming in 2022': 'Been in the Works for a Very Long Time'

\n

\nFans first speculated that the supermodel was launching a beauty brand when she filed a trademark for the name Rhode in February 2021

\n
\n
\n
\n
\nBy\n
Style + Beauty Assistant, PEOPLE

\" tabindex=\"0\" data-inline-tooltip=\"true\">\nHanna Flanagan\n
\n
\n
\nHanna Flanagan\n
\n
\n

Style + Beauty Assistant, PEOPLE

\n
\n
\n
\nPeople Editorial Guidelines\n
\n
\n
\n
\n
Published on November 22, 2021 02:23PM EST
\n
\n
\n
\n
    \n
  • \n\n\n\n\n\n
    • \n
  • \n\n\n\n\n\n
    • \n
  • \n\n\n\n\n\n
    • \n
  • \n\n\n\n\n\n
    • \n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n

\nRhode Beauty has entered the chat.\n

\n
\n

\nHailey Baldwin confirmed in a Q&A video uploaded to her YouTube channel last week that her rumored beauty brand is \"coming in 2022,\" after sparking speculation by filing a trademark for the name in February.\n

\n
\n

\nThe supermodel and skincare enthusiast, 25, selected a list of fan questions from her YouTube comments section to answer in the video. One of which read: "WHEN ARE WE GETTING RHODE?"\n

\n
\n

\n"OK, I'm not going to be shady about it," she responded. "Rhode has been in the works for a very long time, and it is getting so close. It is coming in 2022, and I am very excited."\n

\n
\n
\nHailey Baldwin Says She 'Made a Decision' to Stick By Justin Bieber 'No Matter What the Outcome'\n
\n
\n

\nThe details of Rhode Beauty are still under wraps, but based on Baldwin's flawless complexion, her commitment to skincare and the way she's helped transform husband Justin Bieber's skin since walking down the aisle, we have some high expectations!\n

\n
\n
\n
\n
\n\n\n
\n
\n
\nHailey Bieber.\nTheo Wargo/Getty\n
\n
\n

\nEarlier this year, the supermodel opened up about her decision to start a YouTube channel during a virtual appearance on The Tonight Show Starring Jimmy Fallon.\n

\n
\n

\n\"Part of why I wanted to do this is they can't twist what I'm trying to say from YouTube \u2014 it's coming straight from my mouth,\" she told host Jimmy Fallon. \"And I think that's something that I battled with a lot is people trying to twist my words or the media taking something that I've said or creating their own narratives.\"\n

\n
\n
\nHailey Baldwin Jokes That the Met Gala Is 'Cursed' After Breaking Her Foot Twice Following Event\n
\n
\n

\n"If I control it that means that nobody can try to turn it into something else," she continued. "You're hearing it straight from me. I can clear up whatever I want to and that gives me a lot of freedom in a way."\n

\n
\n

\nIn addition to fun conversations with friends like Kendall Jenner, Addison Rae and Emma Chamberlain, Baldwin also covers more serious topics of her YouTube channel, such as social media and mental health. She will continue to post new videos on Wednesdays throughout 2021.\n

\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n\n
\n\nRelated Articles\n\n
\n
\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Reveals Kim Kardashian Was the \u2018First Person\u2019 She Called for Advice When She Started Developing Rhode\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Sparkles in Pink Diamond Mini Dress as She Celebrates 1-Year Anniversary of Skincare Line\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Seemingly Asks Fans to Not Leave Mean Comments on Selena Gomez's Posts: 'I Don\u2019t Want That'\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Documents Her Cold Water Plunge, Says It's 'Helped Me a Lot' with Anxiety \n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Shows Off Her Abs in Skin-Baring Set as She Celebrates Launch of Rhode Canada: 'Just Wow!'\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Baldwin Bieber Says She's Experienced 'Some of the Saddest, Hardest Moments Ever' in 2023\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nWho Is Logic's Wife? All About Brittney Noell\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nMolly Sims Launches Yse Beauty\u00a0and Gets Candid About Skin Setbacks That Inspired Her Brand (Exclusive)\n
\n
\n\n
\n\n
\n\n
\n
\n
\n\n\n
\n
\n
\n
\nA History of Selena Gomez and Hailey Baldwin Bieber's Relationship Through the Years\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nWho Is Alix Earle? All About the Viral TikTok Sensation\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nSelena Gomez Says Hailey Bieber 'Reached Out' to Her About 'Death Threats,' Asks Fans to Stop 'Hate'\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Is 'Ready for Summer' as She Rocks Neon Green Bikini During Tropical Getaway\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Likes Selena Gomez's Bikini Photo on Instagram After Resolving Social Media Drama\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nJudge Allows Hailey Bieber's Rhode Line to Continue Promotion Amid Trademark Infringement Lawsuit\u00a0\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nJana Kramer Launches Wine-Inspired Skincare with Volition Beauty: 'Magic Potion' (Exclusive)\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nJustin Bieber and Hailey Bieber's Relationship Timeline\n
\n
\n\n
\n\n
\n
\n
\n\n
\n
\n
\n
\nNewsletter Sign Up\n\n
\n
\n
\n
\n
\n
\n\n\n\n\n\n\n\n\n\n\n
\t\t\n\n\n
\n\n\t\t\n\n\t\t\n", + "page_last_modified": "" + }, + { + "page_name": "Hailey Bieber Launches Rhode\u2014And It\u2019s Not Your Average Celebrity ...", + "page_url": "https://www.forbes.com/sites/celiashatzman/2022/06/15/hailey-bieber-launches-rhode-and-its-not-your-average-celebrity-beauty-brand/", + "page_snippet": "The supermodel took a deep dive into the skincare world before building her brand from the bottom up.I cover fashion, beauty and grooming. ... Click to save this article. You'll be asked to sign into your Forbes account. ... Hailey Rhode Bieber, Founder, Chairwoman and Creative Director of Rhode, with the Rhode Peptide ... [+] Glazing FluidCourtesy of Stevie Dance From the beginning, Bieber knew her skincare line would be more than just a beauty brand. That\u2019s why she partnered with Michael D. Ratner, Founder and CEO of OBB, and Founding Partner and Board Member of Rhode. \u201cWe met through mutual friends in LA about seven years ago and Ratty\u2014I call him Ratty\u2014had worked on Justin [Bieber]'s documentary Seasons and that was my introduction to him on a work basis,\u201d Bieber recalls. It was crucial to Bieber to build a brand she had complete creative control over. \u201cAt that point I had lent my name and my face to beauty brands before and I had reached the point where I'm not interested in doing that anymore. I want to build something myself,\u201d she says. Bieber\u2019s YouTube Bieber\u2019s channel was reportedly one of the fastest accounts to hit one million subscribers on the platform. \u201cI want to continue diving deeper into tutorials and skincare and more fun beauty-related things, especially when Rhode launches,\u201d Bieber says.", + "page_result": "Hailey Bieber Launches Rhode\u2014And It\u2019s Not Your Average Celebrity Beauty Brand
BETA
This is a BETA experience. You may opt-out by clicking here

More From Forbes

Paige Lorenze On New Dairy Boy Headquarters, Miu Miu And Tenniscore
Lee Grant And Joseph Feury On Red Carpet Moments And Vintage Style
London\u2019s Culture Crush: What To See, Do And Experience In March
From Lavender To Ferns, Pressed Flower Tattoos Are Trending In 2024
Rocky Barnes Brings Her Style Flair To A New Jewelry Collaboration
And The Award Goes To... The History Of The Costume Design Oscar
Cuyana\u2019s Contrarian Approach To Teaming Up With Women Tennis Stars
How One Clean Beauty Brand Is Using AI To Future-Proof Its Sourcing
Edit Story
ForbesLifestyleStyle & Beauty

Hailey Bieber Launches Rhode\u2014And It\u2019s Not Your Average Celebrity Beauty Brand

Celia Shatzman
Senior Contributor
Opinions expressed by Forbes Contributors are their own.
I cover fashion, beauty and grooming.
Following

Hailey Rhode Bieber, Founder, Chairwoman and Creative Director of Rhode, with the Rhode Peptide ... [+] Glazing Fluid

Courtesy of Stevie Dance
\n

There is no better advertisement for Rhode than seeing Hailey Rhode Bieber in the flesh with seemingly no makeup on, the natural light in her New York City apartment dancing off those famous cheekbones, illuminating her flawless lit-from-within complexion. But like Rhode itself and that modeling career, perfect skin is something Bieber has had to work for. When she tells you skincare has always been a passion of hers, you believe her when she starts to tick off the names of experts whose brains she has picked and the ingredients she\u2019s taken a deep dive into.

\n
\n
\n

From the beginning, Bieber knew her skincare line would be more than just a beauty brand. That\u2019s why she partnered with Michael D. Ratner, Founder and CEO of OBB, and Founding Partner and Board Member of Rhode. \u201cWe met through mutual friends in LA about seven years ago and Ratty\u2014I call him Ratty\u2014had worked on Justin [Bieber]'s documentary Seasons and that was my introduction to him on a work basis,\u201d Bieber recalls. Creating that intimate documentary together built trust between them. After Ratner asked her to cameo in a show he was producing and \u201cshe crushed it,\u201d as he puts it, they knew they needed to do more together.

\n
\n

Then the pandemic hit. \u201cIt opened up this space in this time for me to pursue something in skincare, which is something I had wanted to do for a long time,\u201d Bieber says. \u201cSince I was a teenager, I\u2019ve always been very routine and regimented with my skincare. I love the beauty space in general\u2014hair care, body care, makeup\u2014but I've always been drawn toward skincare because the base of everything, the base of great makeup, starts with glowing from the inside out and absolutely healthy skin.\u201d

\n
\n

Michael D. Ratner, founding partner of Rhode, with Bieber

Courtesy of OBB Media
\n

Bieber approached Ratner with the idea to launch a skincare line. \u201cI always wanted to start my own brand in general; I chose to go with skincare first because I reached a point where I had been modeling for a long time,\u201d she says. \u201cI had tried so many different things. I had the extreme privilege of being able to work with different estheticians and dermatologists. I'm like a sponge; I soak up knowledge, so I've always been really inquisitive and asking questions to all these people I've gotten to work with. What ingredients do you love? What do you find that works?\u201d

\n
\n
\n

During the pandemic, Bieber got her hands on every skincare product imaginable, from the expensive to least expensive and everything in between to try everything and see what really works. \u201cI had already known what I liked in skincare and what worked for me,\u201d she says. \u201cBut I wanted to dive deeper into the structure of everything. The conclusion I came to was the expensive stuff doesn't necessarily mean it works better than tried and true, solid, affordable stuff. I came to this idea of making very luxurious products and solid formulas that you could get for an affordable price, and also that was aesthetically pleasing and fun.\u201d

\n
\n

It was crucial to Bieber to build a brand she had complete creative control over. \u201cAt that point I had lent my name and my face to beauty brands before and I had reached the point where I'm not interested in doing that anymore. I want to build something myself,\u201d she says. Ratner had built OBB, so Bieber trusted him to help her build her brand.

\n\n

The Rhode team: Jasmine Rosalle, Production Manager; Lauren Rothberg, Head of Brand; Bieber; ... [+] Claudia Allwood, CMO; and Fara Ahmadi, Head of Operations

Courtesy of OBB Media
\n

Ratner was in from the instant she called him. \u201cI said to her we both don't know what we're doing in this space, so let's make sure we find the right people,\u201d he recalls. \u201cA really powerful tool for entrepreneurs is admitting and knowing what they don't know. I soon realized how unique Hailey was, because the one thing I didn't want to be a part of was another celebrity brand. I very quickly realized that's not what this was. She was scouring the internet to find new tips, hacks and tricks. She was talking to dermatologists, estheticians and chemists, and truly nerding out.\u201d

\n

Bieber and Ratner started by building their dream team from the ground up, talking to VCs, CMOs and CEOs. They weren\u2019t interested in participating in incubators or licensing deals. Even though it was much harder, time-consuming and riskier, they were determined to create their own formulas and a brand that was all her own.

\n

\u201cIt was very fortunate that I got to watch a lot of people launch their brands before mine,\u201d Bieber says. \u201cThat really helped me to decipher what I did and didn't want to do. And that helped me decide what route to take because you can feel authenticity. This is so authentically important and real to me, and that helped me take the route of building it brick by brick.\u201d Ratner adds, \u201cThat set us out on the harder, longer journey, but it was worth it.\u201d

Bieber with a Rhode product on the set of \"Who\u2019s in my Bathroom?\"

Courtesy of OBB Media
\n

As the brand was being developed, Bieber was looking for a platform where she could speak directly to people. \u201cObviously, YouTube is the best place to do that,\u201d she says. \u201cWith this brand, I want people to get to know me in a way where it's not controlled by somebody else.\u201d That\u2019s how her YouTube channel got started, produced by OBB. Her popular series, Who\u2019s in my Bathroom?, came from the idea of being in the bathroom at the Met Gala. \u201cIn past years, everybody would be crowded in the bathroom, talking and taking photos,\u201d Bieber says. \u201cIt was always this bizarrely amazing scene. And then the idea of when you're out with your girlfriends, and you're in the bathroom, and you're talking about the ex-boyfriend you saw and your plan of action.\u201d Bieber has a rotating roster of guests come into her bathroom and do an informal interview, playing games and chatting.

\n

The first guest of Who\u2019s in my Bathroom? was Bieber\u2019s best friend, Kendall Jenner. \u201cShe's on her journey with her brand 818 Tequila as well,\u201d Bieber says. \u201cShe came on and we're taking shots of 818 and I felt so good about the launch because people were able to see our dynamic. I want people to be able to relate to me, although I know I live a life that can be extremely not relatable. I'm not trying to force people to relate to me, I just am really trying to get across that I feel like I'm normal. I am aware that I live this very not regular, not normal life in these very not regular circumstances.\u201d

\n

Bieber\u2019s YouTube Bieber\u2019s channel was reportedly one of the fastest accounts to hit one million subscribers on the platform. \u201cI want to continue diving deeper into tutorials and skincare and more fun beauty-related things, especially when Rhode launches,\u201d Bieber says. \u201cIt's been organic and fun. I've had guests that I've never met before and we've had amazing conversations. I walk away from it every single time feeling fulfilled by it.\u201d

The complete Rhode collection

Courtesy of Rhode
\n

Brands are no longer just about the product\u2014their platforms are also part of it. \u201cWe live in a world where everything is so fast and people are absorbing so much information at once,\u201d Bieber says. \u201cThe reason that content is going to play such a big role is people absorb their information solely through their phones. If you're trying to get something across to a consumer, it has to be through content platforms\u2014YouTube, TikTok, Instagram. You can't have a successful brand without them.\u201d Rhode amassed an Instagram following of nearly 200k before posting a single photo. Early in the pandemic, Bieber used TikTok to take a deep dive into skincare and had conversations with people in the space.

\n

The way products are sold has changed drastically and Ratner acknowledges that Rhode is tapping into this evolution. \u201cThere are a lot of different factors now,\u201d he says. \u201cMy production company makes television and movies and we took a television and movie quality approach to YouTube. We have a partnership where Hailey retains ownership of what she's doing and that's really powerful. As a young woman who's chairwoman of her own company, and owns her IP, that's a new world approach, something you couldn't have done back in the day. As Hailey always acknowledges, she is grateful for her unique circumstances to be able to have these opportunities, but she's taking those opportunities and ultimately sharing the love with other people and highlighting the team helping her.\u201d

\n

Bieber hired a team of six full-time employees that are all women as part of Rhode\u2019s message of female empowerment. Expanding on that sentiment, one percent of sales will go to the Rhode Futures Foundation, which aims to invest and support 1,000 women and their families by 2023. For their first year, Rhode is partnering with the Accion Opportunity Fund, Black Mamas Matter Alliance and the LIFT Communities Family Goal Fund.

Rhode Peptide Lip Treatment in Watermelon Slice

Courtesy of Rhode
\n

\u201cBeing married [to Justin Bieber] and having more eyes on me, I exist in a world of media that likes to perpetuate women against women,\u201d Bieber says. \u201cInstead of building each other up, it's about tearing each other down and having trauma and not being able to support each other. I've had a really hard time with that. We're stronger in numbers and supporting each other. There's room for everyone to thrive; there's space for everybody to succeed. I want to do my best to perpetuate that and not be part of the pettiness and drama. I would love to share it with the world and lift each other up. If I can be a teeny bit of that it would make me happy.\u201d

\n

Bieber has also worked closely with Ratner\u2019s fianc\u00e9e, Lauren Rothberg, a marketing expert with a proven track record at brands like Reformation and Michael Kors, to help her hone the brand\u2019s identity, creative visuals, positioning and voice. As Head of Brand, Rothberg also helped Bieber build her team and scale the business, leading the company alongside Bieber in all aspects from concept to launch. \u201cI really wanted to build a team of women that could help me bring this vision to life and that I can hopefully empower to be the best they can be in their specific field,\u201d Bieber says. \u201cWithout my team I would not be able to be launching a brand. They worked their asses off to help see my vision through.\u201d

\n

Rhode eventually brought on One Luxury Group as the minority partner in the business, though Bieber funded the bulk of Rhode with her own money. \u201cWhen you're building anything, you have to trust yourself and you have to trust your gut,\u201d Bieber says. \u201cSometimes that's hard for me because what if I make the wrong decision. I did my best with every decision and every step that we took to trust what my gut was saying and trust what my heart was telling me with all the information I had absorbed and been given. And I also really wanted to invest in myself. The most I've ever spent my money on is this brand.\u201d

Rothberg, Bieber and Ratner, at OBB Studios in Hollywood, CA

Courtesy of OBB Media
\n

Every single product went through multiple iterations and the Rhode team helped Bieber implement the specific directions and feedback she had. \u201cShe was so meticulous with the tiniest little things and I think that's partly why it took so long,\u201d Ratner says. Bieber was determined not to cut corners. \u201cI fought to have these products be as efficacious and solid as they could be and fought for them to be that way for the price point,\u201d she says. \u201cIt was not easy.\u201d Learning about the supply chain and finding the right labs posed challenges.

\n

Rhode is launching with three products. \u201cI wanted to launch with a focus on hydration because no matter what your skin type is, hydration is really important,\u201d Bieber says. \u201cEven if you struggle with acne, you still need to moisturize. Through conversations with friends that have different types of skin and what they're looking for, hydration was the thing. I did my best to make the products as universal as possible.\u201d

\n

Though their R&D told Bieber every product was worth a luxury price tag, she was adamant that everything is under $30. The Peptide Glazing Fluid is a hybrid gel-serum that delivers dewy hydration while plumping, courtesy of niacinamide to brighten and boost texture, peptides to smooth fine lines, hyaluronic acid for moisture and marula oil to boost the skin barrier. Essentially, it\u2019s Bieber\u2019s glow in a bottle. Then there\u2019s the Barrier Restore Cream, a rich moisturizer that repairs and strengthens the skin barrier with shea butter that contains five fatty acids, squalane to calm, acai to fight free radicals with antioxidants, and peptides and niacinamide. Finally, the Peptide Lip Treatment goes beyond your regular lip balm by protecting and plumping your pucker while minimizing fine lines and boosting volume. Available in three varieties\u2014Unscented, Salted Caramel, Watermelon Slice\u2014it gets the job done with cupuacu to improve skin elasticity, babassu to boost the microbiome, and shea butter and peptides.

Rhode Barrier Restore Cream

Courtesy of Rhode
\n

Bieber demanded custom packaging that was as sustainable as possible. \u201cI wanted this to feel clean, have a sense of sportiness and feel more gender neutral, like it would work in anyone's bathroom,\u201d Bieber says. \u201cI also want it to feel very inclusive\u2014everyone's welcome into the world of Rhode.\u201d The bottles are made from PCR. Rhode is using sustainable shipping company Boox. It was also important for everything to be vegan, cruelty-free and gluten-free.

\n

\u201cWe\u2019re working toward being as sustainable as possible, even with our ingredients, so we tried to source everything completely ethically,\u201d Bieber says. \u201cI'm using the cleanest and best ingredients we could possibly find. I also want this to be a brand that can educate people about ingredients and not in an in-your-face way. I don't want there to be any secrecy with this brand. If you have a question about it, I want there to be an honest answer.\u201d

\n

The beauty market is notoriously oversaturated, so it was also important for Bieber to carefully curate Rhode. \u201cWhen you go on a website and you want to find a really good moisturizer and there's like 60 different options, it feels daunting and overwhelming,\u201d Bieber says. \u201cSo, the cadence of our launches will be very edited. Very small drops at a time.\u201d

Bieber with Rhode products

Courtesy of Rhode
\n

To showcase the Rhode journey, they will release a documentary, The Making of Rhode, about the building of the brand, produced by OBB, on Bieber\u2019s YouTube channel on June 28. \u201cIt's going be two and a half years worth of footage,\u201d Bieber says. \u201cI want people to be able to lift the hood up and be part of it and see how it started, what the conversations have been and how we got here. This is how I'm going to introduce everything to the world.\u201d Ratner adds, \u201cIt\u2019s cool to bring it full circle. It\u2019s going to be a really incredible home video of this whole company and her journey as an entrepreneur and founder. You're gonna see all the tough decisions.\u201d

\n

This is just the beginning for Rhode. The five-year plan is to build an empire, expanding from skincare to body care, cosmetics, lifestyle products and an entire beauty platform. Everything will stay true to Bieber\u2019s philosophy.

\n

\u201cThe philosophy that I came up with is one of everything really good, meaning we want to make the best formula we can for this one serum and the best formula we can for this one moisturizer so that when you start accumulating everything in your bathroom, it's very edited and chic,\u201d Bieber says. \u201cThat's how I look at my style, too. Having one of everything really good is a concept that I stick to in the way that I dress, like a great leather jacket, a great coat, a great pair of jeans. You can have the curated, edited basics and stick with that and keep going back to that. You're never going to not go back to a perfect pair of jeans, just like you're never going to not go back to a great moisturizer, right?\u201d That\u2019s why every formula needed to be perfect.

\n
\"Celia
Celia Shatzman

", + "page_last_modified": "" + }, + { + "page_name": "Hailey Bieber Knows You're Sick of Celebrity Beauty Brands | Allure ...", + "page_url": "https://www.allure.com/story/hailey-bieber-cover-interview-may-2022", + "page_snippet": "In her Allure cover interview, Hailey Bieber says she wants her beauty brand, Rhode, to be \u201ccool and attainable.\u201d Though she intends to lend plenty of her own cool to the business, she hopes people will give the line a try without knowing it has anything to do with her.Allure's May cover star wants her beauty brand, Rhode, to be \"cool and attainable.\" Hailey Bieber wants her beauty brand, Rhode, to be \"cool and attainable.\" Though she intends to lend plenty of her own cool to the business, she hopes people will give the line a try without knowing it has anything to do with her. Hailey Rhode Baldwin Bieber is the daughter of actor Stephen Baldwin and Kennya Baldwin. She was home-schooled in the New York suburbs, attended youth dance classes in New York City, and later moved there for her modeling career. Now, she\u2019s in demand as one of the most recognizable faces in fashion and pop culture. Being a brown-haired, chisel-jawed, 25-year-old model who comfortably fits within longstanding beauty standards helps. Being a brown-haired, chisel-jawed, 25-year-old model who comfortably fits within longstanding beauty standards helps. The blogs went crazy when she \u201cdebuted\u201d her brown hair, a pandemic grow-out from her previous dyed blonde. \u201cI don\u2019t color my hair anymore,\u201d she says. \u201cI don\u2019t bleach it or anything, but I might do a gloss or a toner.\u201d \u00b7 Chest-up portrait of Hailey Bieber for Allure Magazine.", + "page_result": "Hailey Bieber Knows You're Sick of Celebrity Beauty Brands | Allure Cover, Interview | Allure
Skip to main content

Hailey Bieber Knows You\u2019re Sick of Celebrity Beauty Brands

Hailey Bieber wants her beauty brand, Rhode, to be \"cool and attainable.\" Though she intends to lend plenty of her own cool to the business, she hopes people will give the line a try without knowing it has anything to do with her.

Darian Symon\u00e9 Harvin
Zoey Grossman

On an early Monday morning, Venice Beach in Los Angeles is buzzing. The sun is out and the cool air is forgiving, making way for warmth that requires sunglasses and a sweater. A girl zips by on Rollerblades, a woman is singing jazz on the boardwalk, a guy walks along wearing his Kobe Bryant Lakers jersey, and I\u2019m waiting for Hailey Bieber to meet me at a caf\u00e9 not too far from where the sidewalk ends and the beach begins.

She arrives dressed like the Bieber we\u2019ve seen captured by the paparazzi (not her favorite people) in an oversize Balenciaga leather jacket, a black skirt, and Prada loafers with thick white socks. She smiles, shyly shrugs as she waves, and sits down. We greet each other with slight familiarity. I already know that she is someone with an interesting point of view and an easy manner from our initial Zoom conversation a few days earlier.

We had talked about our love for the HBO comedy show Insecure and thoughts on the finale. \u201cI love Issa Rae,\u201d Bieber said at that time, \u201cand I think she\u2019s just an incredible writer. I\u2019ve loved the show since I started it. I felt like they gave us what they needed to give. They showed us where everybody ended up.\u201d We had also talked about our love for New York City, but also loving Los Angeles as the city we call home. \u201cL.A. is a really cool space of creative people,\u201d she said, \u201cbut...there\u2019s a lot of shady people here too.\u201d

Bieber is like the girl you meet at a friend\u2019s get-together and hit it off with because you both like that new restaurant downtown or want to try that yoga class. You exchange Instagram handles and never talk again, but you keep up with her stories and posts of her outfits and latest meals. Except Bieber has close to 42 million Instagram followers watching her every move. It\u2019s clear to me that even if other people don\u2019t relate to her \u2014 you know, the supermodel seen on billboards around the world, whose face is pasted on the wall in a Hugo Boss campaign a few blocks from where we sit \u2014 Bieber knows how to relate to other people. And seems to yearn to do just that.

Burberry top. Photographed by Zoey Grossman. Fashion stylist: Coco Cassibba. Hair: Bryce Scarlett. Makeup: Kali Kennedy. Set design: Danielle von Braun. Set assistant: Rebecca Morrison. Production: Crawford & Co. To create a similar makeup look: Pop Lip Colour + Primer in Sweet Pop, Cheek Pop Blush in Nude Pop, and Wear Everywhere Neutrals All About Shadow 8-Pan Palette by Clinique.

Bieber is unfazed by the slight commotion of the Venice scene (and her security guard is not far away). \u201cWhat\u2019s good here?\u201d She looks up from the menu and squints at me with curiosity. We are here to finish talking about her new beauty brand, Rhode, set to launch in June, but breakfast must be ordered first. In a few hours, Bieber will fly to San Jose to see her husband, Justin, perform at the second stop on his Justice tour. In a few days she\u2019ll fly to Paris for work. When she first started doing runway shows, it felt like an accomplishment for a five-foot-seven-inch model. But then she realized she\u2019d rather cheer in the front row, as she does now. \u201cI had a really bad experience with a casting director who was very important,\u201d she recalls. \u201cHe said something to my agent that just shook my confidence when it came to the runway. I don\u2019t want to feel bad about myself in this space because I feel really good about the other work that I do. So why would I even put myself in a position to feel small?\u201d

Hailey Rhode Baldwin Bieber is the daughter of actor Stephen Baldwin and Kennya Baldwin. She was home-schooled in the New York suburbs, attended youth dance classes in New York City, and later moved there for her modeling career. Now, she\u2019s in demand as one of the most recognizable faces in fashion and pop culture. Being a brown-haired, chisel-jawed, 25-year-old model who comfortably fits within longstanding beauty standards helps. The blogs went crazy when she \u201cdebuted\u201d her brown hair, a pandemic grow-out from her previous dyed blonde. \u201cI don\u2019t color my hair anymore,\u201d she says. \u201cI don\u2019t bleach it or anything, but I might do a gloss or a toner.\u201d

Chest-up portrait of Hailey Bieber for Allure Magazine. She wears an off-white fishnet-style top with silver ball bearings attached. Her hair is straight and brown; she wears minimal pink makeup. She\u2019s looking into the camera with a relaxed expression.

In March 2021, Bieber started her YouTube channel, something she never thought she\u2019d do, in an effort to create a space where she felt more in control of her own narrative: \u201cI understand that there\u2019s a lot about my life that people can\u2019t relate to and I try not to be naive about that.\u201d Among the things people don\u2019t always understand is her faith. She\u2019s had conversations with other Christians, like comedian Yvonne Orji, about navigating the fraught entertainment industry. Bieber attended Hillsong as a teen, but now attends Churchome, where Judah and Chelsea Smith are pastors. Those moments when someone tells her they did, in fact, relate to one of her YouTube videos makes her feel like she\u2019s on the right track. Even if that means an interview series in which she prepares food in her bathroom simply because she loves her bathroom. (Over 15 million people watched her make mac and cheese there with Kendall Jenner.) Her \u201cGet Ready With Me\u201d videos, some shot in her home glam room, are also massively popular.

In November 2021, Bieber confirmed on that YouTube channel that she\u2019d be launching her own skin-care line, joining a legion of celebrities who have done the same. \u201cI just could always remember my mom, as a child, getting [me] out of the bath, drenching me head to toe, just hydration, hydration, hydration, very focused on keeping the skin healthy,\u201d she says, speaking of being lathered with lotion by her mother. Bieber was born in the bone-dry state of Arizona. Her maternal grandmother was a makeup artist, so beauty was a generational lesson. \u201cIt started with my grandmother, she taught my mom, my mom taught me.\u201d

This authenticity might be the coolest thing about Bieber. Amid the rumors, paparazzi waiting outside her house, marrying someone exponentially more famous than she is, the media writing about her every T-shirt (which results in the restarting of a new Insta-fashion mini-trend cycle), she\u2019s found ways to actually be cool, not only look cool. Coolness really lies in the routines, rituals, and decisions that work for you: the way we act, the designers we choose, the beauty brands we find and vouch for. It is the byproduct of that process that the public ultimately sees and latches onto. But the internal work to figure out your compass is much harder.

\u201c

I definitely had my fears because the market is so saturated.\u201d

Relinquishing control over what other people think has stabilized Bieber to some degree and provided a way for her to refocus her life. \u201cIt would be exhausting for me to try to control everything,\u201d she says. \u201cThere\u2019s just no way I can do that. It\u2019s very hard to control a media narrative, so I try to just do my best to be myself and accept that.\u201d

People may gawk over Bieber\u2019s fashion, but she says that skin care is what they ask her about directly. After all, she\u2019s been a working model, spending long hours in the makeup chair, since she was 17 years old. She\u2019s had the best aestheticians and dermatologists at her fingertips to ensure great skin.

Bieber certainly does know a thing or two about products and procedures, but still \u2014 what qualifies her, and other celebrities, to start a beauty brand? Her reply is refreshingly self-effacing: \u201cI think the biggest thing for me is I do understand that there are certain things that I don\u2019t know how to do and I try to be really open about that.\u201d Turns out that knowing what you don\u2019t know, rather than rashly pushing forward, is a key tenet of entrepreneurial success.

Givenchy top and skirt. Tiffany & Co. necklace. To create a similar makeup look: Born to Glow Liquid Illuminator in Gleam and Glitter Goals Liquid Lipstick in Reflector by Nyx Professional Makeup. Nail lacquer in Pompeii Purple by OPI.

Skin-care influencer Hyram Yarbro, whose own brand was developed with the Inkey List, is one of the people Bieber called for advice after she became a fan of his content on TikTok. She also talked to Dieux Skin cofounder and aesthetician Charlotte Palermino, known for her educational videos on TikTok, Kim Kardashian (known for everything), and hairstylist and Ouai hair-care founder Jen Atkin. Each lent insight on how they went about establishing their brands. \u201cAnd then I was able to say, \u2018Okay, well, [Kim] did it that way. Jen Atkin did it this way.\u2019 And then from taking all the information, you start to find the way that works for you,\u201d Bieber says.

Today, more celebrities have found themselves not only being the faces of a new brand but also becoming beauty founders, CEOs, and executives in a field where they often have no experience. But what they do have is access to the funds needed to realize their dream. It\u2019s almost as if the sheer ability to do it, to have the resources and the social media followers, is enough motivation to get started in an industry as resilient as global beauty. The pandemic amplified that reputation for resiliency \u2014  and left consumers fatigued by the number of new brand launches. This all makes it harder to know whether a celebrity is launching a brand because it \u201cmakes sense\u201d or because it\u2019s a true passion they\u2019ve been sitting on.

There are incubators that may specialize, to a degree, in shaping beauty brands driven by public faces. The celebrity\u2019s strength, their established followers, is what these companies are banking on. Bieber has built an audience of millions across social media platforms. As a model for some of today\u2019s buzziest brands, she is already adept at turning followers into potential consumers.

\u201cI talked to different investment firms,\u201d Bieber says. \u201cI talked to different brand-incubation teams, and at the end of it, I realized that I\u2019ve lent my name and my face to a lot of different people and a lot of different brands.\u201d So she decided to go the start-up route, compiling her own team based on the insight she had gained. Rhode is funded by a small pool of investors, including One Luxury Group.

\u201cI think that as a team, we are going into it knowing that people are tired of seeing brand after brand after brand from different people and faces and celebrities,\u201d Bieber says. \u201cI definitely have had my fears, for sure, because the market is so busy and so saturated. And I\u2019ve had to, obviously, have the confidence in myself and in our brand to really feel it\u2019s going to be something refreshing and different.\u201d

Through her own research, Bieber formed a notion of what people were mostly looking for: hydration. \u201cI was ordering crazy amounts of skin care, trying everything that was expensive to inexpensive to mid-range. And I found that the most tried-and-true stuff were the solidly formulated products that were affordable, where I could tell people kept on going back to, and that\u2019s what I kept going back to as well.\u201d (All of the Rhode products are under $30.) The initial launch focuses on maintaining the skin\u2019s moisture barrier. \u201cI\u2019ve given it to a lot of different makeup artists to try on their clients and I\u2019ve gotten really good feedback on it.\u201d

Bieber began working on Rhode two and a half years ago. She took dermatology courses online as an entryway to exploration, but becoming a skin-care expert overnight wasn\u2019t on her agenda. \u201cI think that [taking the courses] was just something I wanted to do for myself, honestly,\u201d she says. \u201cIt wasn\u2019t for me to be able to just sound smart or know what I\u2019m talking about. I was just genuinely interested.\u201d She knew that she would need to build a team, and with that realization, she\u2019s given herself permission to work on her strong suit: the creative of the brand.

Bieber is aiming for an aesthetic where natural beauty is prioritized and that makes the products feel \u201ccool and attainable,\u201d she says. \u201cI was really intentional about creating images that felt like they were drawing you in, in a way that felt like it looks healthy, it looks real, it looks inviting.\u201d

Will all of this be enough to ensure success? \u201cI\u2019m really happy with everything,\u201d says Bieber. \u201cI feel proud of the products that are going to come out. I feel excited for what is going to come even after that and what I can continue to develop. I\u2019m hoping that people get their hands on it and they absolutely love it. But if they have feedback, I want to accept that as well.\u201d

Bieber\u2019s biggest hope for Rhode is that someone might pick it up and not know it\u2019s her brand. \u201cThat would be my dream, for it to actually surprise people.\u201d She laughs slightly and looks off because she knows: Creating a reputable line that can step outside the celebrity brand bubble will take time.

Fashion stylist: Coco Cassibba

Hair: Bryce Scarlett

Makeup: Kali Kennedy

Nails: Zola Ganzorigt

Set design: Danielle von Braun

Set assistant: Rebecca Morrison

Production: Crawford & Co.

", + "page_last_modified": "" + }, + { + "page_name": "Hailey Bieber Is Building a Beauty Brand That\u2019s Meant to Last", + "page_url": "https://wwd.com/beauty-industry-news/beauty-features/hailey-bieber-beauty-rhode-skin-care-makeup-business-1235444151/", + "page_snippet": "In an exclusive interview, Hailey Bieber talks Rhode's year ahead, including new products, makeup and where to buy.She is the de facto beauty whisperer of this generation of women,\u201d she said. A recent analysis from SpaSeekers named Bieber 2022\u2019s leading celebrity beauty icon, citing a 421 percent increase in searches for her makeup looks on Google and more than 167 million views on TikTok. After a blockbuster launch and near-instant sellouts, Bieber maps out her long-term vision for her beauty brand, Rhode. ... Hailey Bieber has arrived. Hailey Bieber has arrived. \u00b7 Literally, to the Beauty Inc awards ceremony last Wednesday in New York and, figuratively, to the beauty industry. A recent analysis from SpaSeekers named Bieber 2022\u2019s leading celebrity beauty icon, citing a 421 percent increase in searches for her makeup looks on Google and more than 167 million views on TikTok. \u201c[The landscape] is wildly crowded and what that means is as brand leaders, we have to look for unfair advantages. We have to look for the reasons that when everyone else fails, we will succeed, we will be at the top of not just a list of 10 brands or 100 brands, but of 1,000 brands,\u201d Bender said. \u201c[Hailey] is really intimately involved in our product development and our creative, those are huge advantages that she brings our company because of how well she understands where our consumer and culture is headed.", + "page_result": "\n\n\n\n\n\n\n\n\t\n\t\n\t\n\t\t\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\n\n\n\nHailey Bieber Beauty Business: Rhode's Expansion, Makeup and More\n\t\t\n\t\t\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\n\n\n\n\n\t\n\n\t\t\n\t\t\t\t\n\t\t\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\t\t\n\t\t\n\t\t\t\t\n\n\t\t\t\t\n\t\t\n\t\t\n\t\t\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\t\t\n\t\t\t\n\n\n\n\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\t\t\t\n\t\t\n\n\t\t\n\t\t\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n\t\n\n\t\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\t\n\t\t\n\t\t\n\n\t\t\t\n\n\t\n\n\n
\n\n\t
\n\n\t
\n\t
\n\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t
\n\t\t\n\t
\n
\n\t\t\t
\n\t\t\t\t
\n\t
\n
\n\n\n\n
\n\t
\n\n\t
\n\n\t\n\t\t\n\t\t\tSkip to main content\t\t\n\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t
\n\t\t\n\t
\n
\n\t\t\t
\n\t\t\t\t
\n\t\t
\n\n\t\t
\n\t\t\t\n
\n
\n\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t
X
\n\t\t\t\t
\n\t\t\t
\n\t\t\t\t
\n\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\tWWD\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\tFootwear News\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\tSourcing Journal\n\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\t\n
\n\t
\n\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\tWWD Weekend\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\tBeauty Inc\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\tRivet\n\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\n\t\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t
\n\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\n\t\t\t\t\t\n
\n\t\n\t

\n\t\tsite categories\t

\n\n
\n\n\t\t\t\t\t\t\t\t\t
\n\t\t\t
\n\t\t
\n\n\t\t
\n\t\t\t\n
\n\n\t\n\n\t
\n\t\t\n\t\t\t\n\t\t
\n\n\t\t\t\n\n\tGot a Tip?\n\t\n\t
\n\n\t\t\t\t\t\n\t\n\t\t\n\t\t\n\t\t\t
\n\n\t\t\t\n
\n\n\t\t\t\n\t\t\t\n\t\t\n\t\n\n
\n\t\n\t\t
\n\t\t\n\n\tNewsletters\n\t
\n\t\n\t\t\t\n
\n\t\t
\n\t\t\n\n\tMy Account\n\t\t\n\n\t
\n\t\t\n\n\tLog In\n\n\t\t\t\n\n\n\t\n\t\t\t\t\tSubscribe\t\t\t\n\n\t\t\tSign Up\n\t\n\t\n\t
\n\t\n
\n\n\t\t\t\t\t
\n\n\t\t
\n\t\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t
\n\t\t
\n\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t
\n\t\t\t
\n\t\n
\n\t
\n\n\t\t
\n\t\t\t
\n\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\n\t\n\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\n
\n\n\t\n\t
\n\t\t
\n\t\t\t\n\t
\n\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\n\t
\n\t\t
\n\t
\n\n
\n\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\n\t\t\t\t
\n\t\t\t\t\t\n
\n\t\t
\n\t\t\n\n\tMy Account\n\t\t\n\n\t
\n\t\t\n\n\tLog In\n\n\t\t\t\n\t\n\t
\n\t\t\t\t
\n\n\t\t\t\t
\n\t\t\t\t\t\n\n\t\t\t\t
\n\n\t\t\t
\n\n\t\t\t
\n\t\t\t\t\n
\n\t
\n\t\t
\n\t\t\t

Follow Us

\n\t\t\t
\n\t\t\t\t\n\n\t\t\t
\n\t\t
\n\n\t\t
\n\t\t\t

Alerts & Newsletters

\n\t\t\t
\n\t\t\t\t\n
\n\n\t
\n\t\t\n\n\t\t\n\t\n\t
\n\n\n\t\n\t\n\t\n\n\t\t\t\n\n\t\t\t\n\n\t\t\t\n\n\t\t\t\n\n\t\t\t\n\n\t
\n\n\t\t\t\t\t\t\t\t\t\n\n\t
\n\t\tThis site is protected by reCAPTCHA Enterprise and the Google Privacy Policy and Terms of Service apply.\t
\n\t\t\t\t\t\t\t
\n\t\t
\n\t
\n\n\t
\n\t\t
\n\t\t\t\n\t

\n\t\toptional screen reader\t

\n\n\t\t
\n\t\t
\n\t\t\t\n\n\tIcon Link\n\n\t\tPlus Icon\n\t\n\n\t\n\t\n\n\n\t\t\tCopyright \u00a9 2021 Penske Business Media, LLC. All rights reserved.\n\t\t\t\u00a9 2021 Penske Media Corporation\n\t\t
\n\t
\n
\n\t\t\t
\n\n\t\t
\n\n\t
\n
\n
\n\t\t
\n\n\t\t
\n\n\t\t\t
\n\t\t\t\t\n\t\t
\n\n\t
\n\n\t\t
\n\n\t\t\t
\n\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\t\n
\n\t\n\n
\n\n\t\t\t\t\t\t\n

Hailey Bieber Is Building a Beauty Brand That’s Meant to Last

\n\n

After a blockbuster launch and near-instant sellouts, Bieber maps out her long-term vision for her beauty brand, Rhode.

\n\n\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\n
\n\n\t
\n\t\t\t\t\t\n
\n\t\t\t
\n\n\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t
\n\t\t\t
\n\t\t
\n\t
\n\t\t\t
\n\n\t\t\t\n
\n\t\t\t\n\n\t
\n\t\n\t
\n\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\n\t\t\t\t\t
\n\t\t\t\t\t\t\n
\n\t\n\n
\n\n\t\t\t\n
\n\t\n\t\t\t
\n\t\n\t\t\t\t\t\t\"Hailey\n\t\t\t\n\t\t\t
\n\t\n\t
\n\t\n\t\t\t\n\t\t\t\n
\n\t\n\t\t\t\t\tHailey Bieber\n\t\t\n\t\t\t\t\t\t\t\t\tLexie Moreland/WWD\n\t\t\t\t\t\n\t
\n\n\t\t\t\n
\n\n
\n\n\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\n\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\n\t\t\t\t

\n\tHailey Bieber has arrived. 

\n\n\n\n

\n\tLiterally, to the Beauty Inc awards ceremony last Wednesday in New York and, figuratively, to the beauty industry. 

\n\n\n\n

\n\tThe Gen Z style icon has translated her beauty prowess into a successful line of products — a rare feat in the crowded world of celebrity beauty brands. 

\n\n\n\n

\n\tBieber is buzzy, and so is her beauty brand, Rhode.

\n\n\n\n

\n\tIn a sea of celebrity beauty launches — from Ashley Benson and Ashley Tisdale to Lady Gaga and Brad Pitt — Rhode stands out. The brand has a definitive point of view, launching with a curated assortment of vegan, cruelty-free essentials, and finding financial success. That’s not always the case when it comes to the beauty lines of the famous, which are sometimes stock formulations in chic packaging, and often criticized online as money grabs.\n\n\t

\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t
\n\t\t\n\t
\n
\n\t\t\t
\n\t\t\t\t
\n\n
\n\t\n

\n\n\t\n\t\t\tRelated Articles\t\n\t\n

\n\t
\n\t\t
\n\t\t\t\t\t\t\t\n
\n\n\t\n\t\n\t\n\t\t\t\t\t\n
\n\t\n\t\t\t
\n\t\n\t\t\t\t\t\t\"woman\n\t\t\t\n\t\t\t
\n\t\n\t
\n\t\t\n\t\t\n\t\n\t
\n\t\t\n\t\t\n\t\t\t\t\t\n\n\t\n\n\tBeauty\n\t\n\n\t\t\n\t\t\t\t\t\n

\n\n\t\t\t\n\t\n\t\t\tThe 13 Best Hydrating Serums That Moisturize Dry Skin, According to Experts\t\n\t\t\t\n\t\n

\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t
\n\n\t\n\t\n
\n\t\t\t\t\t\t\t\t\t\t\n
\n\n\t\n\t\n\t\n\t\t\t\t\t\n
\n\t\n\t\t\t
\n\t\n\t\t\t\t\t\t\"The\n\t\t\t\n\t\t\t
\n\t\n\t
\n\t\t\n\t\t\n\t\n\t
\n\t\t\n\t\t\n\t\t\t\t\t\n\n\t\n\n\tFashion Scoops\n\t\n\n\t\t\n\t\t\t\t\t\n

\n\n\t\t\t\n\t\n\t\t\tPharrell Williams and Tyler, the Creator Launch Limited-edition Nail Polish\t\n\t\t\t\n\t\n

\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t
\n\n\t\n\t\n
\n\t\t\t\t\t
\n\t
\n
\n

\n\n\n\n

\n\tBut Bieber’s Rhode has a veteran beauty team behind it and major growth plans ahead.

\n\n\n\n

\n\tRhode debuted in June with a serum, a moisturizer and a lip balm in three flavors on Rhodeskin.com with prices ranging from $16 to $29. Bieber’s intention was to start small, and the groundwork for long-term, sustained growth.\n\n

\n\n\n\n

\n\tBut the market had other plans. Bieber’s pared-back routine resonated with her following, which is just shy of 50 million on Instagram alone, and sold out nearly instantly. Rhode’s Instagram and TikTok accounts boast 645,000 and 139,000 followers, respectively.

\n\n\n\n

\n\tDenizens of the online world obsess over Bieber’s every beauty move. TikToks show teens in bathrooms mimicking Bieber’s minimal concealer routine, and manicure tutorials showing her glazed donut nails took over the internet this summer.

\n\n\n\n

\n\t“I am blown away by the response,” Bieber said of Rhode. “It so far exceeded what I could have hoped for. My whole idea with this brand, going into it, was to be a slow grow: lay the foundations and build it slowly and not be in a rush to expand.”

\n\n\n\n

\n\tBieber said across products, the brand’s waiting lists have topped 800,000. With products priced at a minimum of $16, that group could generate nearly $13 million in sales alone.

\n\n\n\n
\n\t\n\n
\n\n\t\t\t\n
\n\t\n\t\t\t
\n\t\n\t\t\t\t\t\t\"\"\n\t\t\t\n\t\t\t
\n\t\n\t
\n\t\n\t\t\t\n\t\t\t\n
\n\t\n\t\t\t\t\tMelanie Bender\n\t\t\n\t\t\t\t\t\t\t\n\t
\n\n\t\t\t\n
\n\n
\n\n\n\n

\n\t“Having seen the response, there’s a part of me that’s like, ‘I wish we could do more, faster and sooner for everybody,’” Bieber said. “But we are a brand that’s focused on the long game. It’s the reason we haven’t launched into other territories yet, we’re really focused on getting grounded.”

\n\n\n\n

\n\tThe model-turned-entrepreneur does have her mandates cut out for her, especially when factoring in a complex supply chain and figuring out when and how to expand her offering. “We’re really still learning. We’re a first-time brand; I’m a first-time founder. We’re up against restocks and supply chain issues and it’s been such a learning season for me,” she said.

\n\n\n\n

\n\tHer strategy thus far has been to tap leading industry experts to help her develop the brand. Cosmetic chemist Ron Robinson, founder and chief executive officer of skin care brand BeautyStat, is Rhode’s chemist-in-residence; Dr. Dhaval Banusali is Rhode’s dermatologist-in-residence.

\n\n\n\n

\n\tRhode has reached a head count of 10 employees, including the latest hire: industry veteran Melanie Bender, who worked as president of mass skin care brand Versed for years, is now Rhode’s chief executive officer.\n\n\t

\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t
\n\t\t\n\t
\n
\n\t\t\t
\n\t\t\t\t
\n

\n\n\n\n

\n\t“I am the one who’s involved in the interviewing process and the vetting process. I felt like I hadn’t found that person that really understood me and understood my vision of the brand,” Bieber said. “It took a long time to find [Bender], but I’m so glad I didn’t rush to find that role in the company. She is like the magic fairy dust that we needed on top of our team.”

\n\n\n\n

\n\tBieber is the brand’s majority owner, chairwoman, founder and creative director. Her goal for Bender is for her to build out the brand’s operations while staying true to Rhode’s philosophy of uncomplicated essentials. It’s a departure from the go-to market strategies of some of Bieber’s celebrity-beauty-entrepreneur peers: Selena Gomez’s Rare Beauty, Lady Gaga’s Haus Labs and even Kim Kardashian’s Skkn by Kim launched with more products that have more elaborate beauty-routine potential.

\n\n\n\n

\n\tBut Bieber said simplicity is one of her keys to success.

\n\n\n\n

\n\t“What I hope is speaking to people is the edited, curated essentials — my approach of less-is-more when it comes to my beauty routines, my hair, my makeup and my skin care,” she said. 

\n\n\n\n

\n\tA recent TikTok showing her pre-makeup routine including an unspecified Rhode sample, the brand’s Peptide Glazing Fluid, Barrier Restore Cream and Weleda’s Skin Food, nabbed just shy of 700,000 likes on the platform.

\n\n\n\n

\n\t“I’m hoping that what is resonating with people is that when they get their hands on the product, they understand that you can get a really effective, great formula product for a really affordable price. It can be a great staple in your routine and something that you want to have in your bag all the time, that you want to travel with — that is doing what it says it’s going to do,” she continued.

\n\n\n\n

\n\tReactions to the brand have been “overwhelmingly positive,” Bieber said.

\n\n\n\n

\n\t“We’re a brand that is going to thrive off of feedback. I want feedback, I want to know what’s working and what’s not working with the brand, because I want to be able to take that feedback, feed it into the brand and improve it. However I can continue to improve this brand, I’m going to, forever. That’s the standard for me.”\n\n\t

\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t
\n\t\t\n\t
\n
\n\t\t\t
\n\t\t\t\t
\n

\n\n\n\n

\n\tShe acknowledged that given her limited assortment, not every product has worked for every shopper.

\n\n\n\n

\n\t“There has been a couple parts of feedback that maybe a certain product didn’t work for a certain person or their skin type. For me, I take it like a dagger to the heart, because I want every single person on the planet to love it. But the reality is, when you have a brand, not everything is going to work well for everybody,” she said.

\n\n\n\n

\n\tBieber added, “We can just hope that in the future, that with more products that we put out, that they can find something else that works for them. Everybody’s skin is so different, people are sensitive to different things, and other people have allergies that you have to consider.”

\n\n\n\n

\n\tThe brand’s assortment is vegan, cruelty-free and gluten-free.

\n\n\n\n

\n\t“Right now, we’re in the process of sampling new stuff and trying to figure out what is going to be the next launch. We are focused on eventually giving people a great cleanser and more great products for the skin without doing the most and giving people too many things to choose from,” she said. “At a certain point, I think it reaches a level of being unnecessary.”

\n\n\n\n

\n\tThat’s where Bieber’s own experience as a beauty consumer has played into her vision. 

\n\n\n\n

\n\t“I’m really not interested in overwhelming my consumer and my audience at all. As a person who has always really loved and enjoyed consuming beauty products, I get very overwhelmed, to this day,” she said.

\n\n\n\n

\n\tBieber confirmed that the brand’s next category — makeup — would still be simple and skin-first. “I’ve always loved a really edited selection of clothes as well. I want to make the experience very user-friendly, very curated, very edited, very straight-to-the-point. That is what our launch cadence is going to follow.”

\n\n\n\n

\n\tSimultaneously, the ambition is to make Rhode products available more consistently, with fewer sellouts.

\n\n\n\n

\n\t“We’re starting to level out in terms of our restock plan, we never could have planned for such an unbelievably positive response before it was even launched,” Bieber said. “Personally, one of the challenges is that there’s so much demand for it in other territories, and we really want to get it to everybody, it just takes planning.”\n\n\t

\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t
\n\t\t\n\t
\n
\n\t\t\t
\n\t\t\t\t
\n

\n\n\n\n

\n\tThat’s where Bender comes in.

\n\n\n\n

\n\t“Rhode launched with only three products. As a whole, there’s such intensity around newness and [creating] more in beauty,” Bender said. “In reality, we all recognize that the world doesn’t need more products, it needs products that work better for it. Taking that mentality forward means continuing to push meaningful innovation, but never to launch new units for newness’ sake.”

\n\n\n\n

\n\tBender said the learnings from building Versed, a pioneer of “clean” beauty in the mass channel, do apply, but acknowledged that the growth strategy — Versed entered 1,400 Target doors in 2019 — wouldn’t align with Rhode’s brand ethos.

\n\n\n\n

\n\t“This is a brand that you basically have to throw away every preconceived notion out there. That’s huge, because we don’t need to follow the playbook that other brands often feel forced into,” she said. “We control a lot of our own news cycle, and we control all of our own demand.”

\n\n\n\n

\n\tFinding stability in a new paradigm of brand-building, though, has had a learning curve. “We’ve already crossed the eight-figure sales mark in just 11 days of selling, so the demand has just blown out of the water what was forecasted based on other businesses,” Bender said. “Our replenishment lead time started at about six months. If you do the math, we launched in June, you place an order in June, you’re getting that in December.”

\n\n\n\n

\n\t“We have been sorely out of stock,” Bender said. “That’s in part because we didn’t want to overcommit to inventory and then have excess we’d need to move through in other ways.”

\n\n\n\n

\n\tAnd while inflation and a looming recession have impacted consumer spending broadly, people are still willing to shell out for beauty. According to holiday data from the NPD Group, beauty was the only category that posted sales and unit gains during Black Friday week.

\n\n\n\n

\n\tAccessibility is top-of-mind for both Bieber and Bender, and it’s also informing the evolution of Rhode’s distribution strategy. “My goal for the brand was always that the first year would be d-to-c because I wanted to see how it was going to do,” Bieber said, counting data and sales insights from the site as important assets to the brand’s development.\n\n\t

\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t
\n\t\t\n\t
\n
\n\t\t\t
\n\t\t\t\t
\n

\n\n\n\n

\n\tEventually Rhode will go into brick-and-mortar stores. Whether via a wholesale partnership or the brand’s own doors, though, remains to be decided. “I don’t know 100 percent when that’s going to be, but it will be a group decision,” Bieber said. “I would like it to be accessible in stores. Whether that means we stay d-to-c until we can do our own brick-and-mortar pop-ups, or whatever it is, or if we go into an already established retailer. Maybe, eventually, it’s both. But I want it to be at a point where you can walk in somewhere and be able to purchase Rhode.”

\n\n\n\n
\n\t\n\n
\n\n\t\t\t\n
\n\t\n\t\t\t
\n\t\n\t\t\t\t\t\t\"\"\n\t\t\t\n\t\t\t
\n\t\n\t
\n\t\n\t\t\t\n\t\t\t\n
\n\t\n\t\t\t\t\tRhode products.\n\t\t\n\t\t\t\t\t\t\t\n\t
\n\n\t\t\t\n
\n\n
\n\n\n\n

\n\tFrom the operational standpoint, Bender is equally bullish. “The community appetite is there, and we absolutely will be an omnichannel brand, in terms of being at the right points of distribution,” she said. “I also really believe that we will have our own points in the future, including real-world opportunities to see and feel the product, that we curate and build.”

\n\n\n\n

\n\tDespite myriad celebrity entrants into beauty in recent years, ranging from Ariana Grande to Travis Barker, Bender sees Bieber’s star power as the secret sauce. 

\n\n\n\n

\n\t“She is part beauty influencer, part product enthusiast, part entrepreneur. She is the de facto beauty whisperer of this generation of women,” she said.

\n\n\n\n

\n\tA recent analysis from SpaSeekers named Bieber 2022’s leading celebrity beauty icon, citing a 421 percent increase in searches for her makeup looks on Google and more than 167 million views on TikTok.

\n\n\n\n

\n\t“[The landscape] is wildly crowded and what that means is as brand leaders, we have to look for unfair advantages. We have to look for the reasons that when everyone else fails, we will succeed, we will be at the top of not just a list of 10 brands or 100 brands, but of 1,000 brands,” Bender said.

\n\n\n\n

\n\t“[Hailey] is really intimately involved in our product development and our creative, those are huge advantages that she brings our company because of how well she understands where our consumer and culture is headed. Of course, she also plays a role in shaping that,” Bender added.

\n\n\n\n

\n\tBieber has also created a litmus test for discerning when a product is ready to launch. “The biggest telltale sign for me is if I run out of a sample, and my skin is missing it and craving it. That was how we go to the Peptide Glazing Fluid.”\n\n\t

\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t
\n\t\t\n\t
\n
\n\t\t\t
\n\t\t\t\t
\n

\n\n\n\n

\n\tThat product sold 36 units a second during the most recent restocks, according to the brand.

\n\n\n\n

\n\tBieber’s influence is able to drive Rhode’s share of wallet without traditional growth methods, like launching superfluous products, Bender said. “She has such access to the best experts in the world, access to all the most incredible brands,” she said. “There are so many ways to bring excitement and bring that novelty back to the conversation that don’t necessitate new product.”

\n\n\n\n

\n\tThe goal isn’t just to wield influence to drive sales. Bender cited values — both Bieber’s and Rhode’s — as a core reason she decided to join the company.

\n\n\n\n

\n\t“June 24 was a really key date in my decision process. It’s when the Supreme Court struck down Roe v. Wade, and it would have been Rhode’s ninth day in business,” she said. “The first brand I saw make any public statement was Rhode. Any brand leader who goes through these times knows there is no playbook, and they were not just ready to speak, they were ready to speak before everyone else.”

\n\n\n\n

\n\tIn a similar vein, the brand also has the Rhode Futures Foundation, which, as of the brand’s June launch, pledged to support 1,000 women and their families by 2023, according to its website, via partnerships with the Accion Opportunity Fund, Black Mamas Matter Alliance and the LIFT Family Goal Fund.

\n\n\n\n

\n\t“We have already met that goal before the end of the year,” Bieber said.

\n\n\n\n

\n\tThe opportunities ahead are myriad, and Bieber continues to promote products from other beauty brands across channels.

\n\n\n\n

\n\t“The space of beauty is so large and vast, it’s big enough for everybody. I don’t feel that there’s any sense of competition if I share somebody else’s product,” she said. “I can’t expect that other people are going to embrace me if I don’t embrace them as well. The beauty community is so special and beautiful and different, and my hope is to be supported by other individuals, and therefore I want to be able to support them, too.

\n\n\n\n

\n\t“I have had an amazing time lending my face and my name to other brands, and that has only facilitated me being to this point in my life and my career, and I feel very, very thankful for that. But I did reach a point where I was like, ‘I’m going to put all in to my own project.’”\n\n\t

\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t
\n\t\t\n\t
\n
\n\t\t\t
\n\t\t\t\t
\n

\n\n\n\n

\n\tHer sense of ownership — financially and creatively — is what drives her. As she told WWD prelaunch in May, “I’m the majority owner of this brand, I put the most money into this brand myself. There is no reason for me to cut corners and bulls–t with this brand. I will not, and I did not with these products.”

\n\n\n\n\n\n\n\n\n\n\n
\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\n
\n\t\t\t\n\n\t
\n\n
\n\t
\n\t\t\t\t\t\n\t\n\t\t\n\t\t\t\t\t\n\n\n\tNewsletters\n\n\t\t\n\t\t\t\t\t\n\t

Sign up for beauty news straight to your inbox every day

\n\n\t\t\t
\n\n\t\t\t\n\n\tSign up\n\t\n
\n\n
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\n\t\t\t\t\n\n\t\t\t
\n\n\t\t
\n\t
\n\n\t\n
\n\n\n\t
\n\t\t
\n\t
\n\n\t\n
\n\t\n\n
\n\t
\n\t\t\n\n\n\t\n\t\n\n\n\t\t
\n\t\t\t\t

WWD and Women's Wear Daily are part of Penske Media Corporation. © 2024 Fairchild Publishing, LLC. All Rights Reserved.

\n\n\t\t\t\n\tPowered by WordPress.com VIP\n\t\t
\n\n\t\t
\n\t\t\t
\n\t\t\t\t\n\t\t\t
\n\t\t
\n\t
\n
\n\n\n\t\n
\n\t
\n\n\t\t
\n\t\t\t
\n\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\n\t\n\t\t\t\t\t\t\t
\n\n\t\t\t\t\t\t\t\n
\n\n\t\n\t
\n\t\t
\n\t\t\t\n\t
\n\t\t
\n\t
\n\n
\n\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\n\t\t\t\t
\n\t\t\t\t\t\n
\n\t\t
\n\t\t\n\n\tMy Account\n\t\t\n\n\t
\n\t\t\n\n\tLog In\n\n\t\t\t\n\n\n\t\n\t\t\t\t\tSubscribe\t\t\t\n\n\t\t\tSign Up\n\t\n\t\n\t
\n\t\t\t\t
\n\n\t\t\t\t
\n\t\t\t\t\t\n\n\t\t\t\t
\n\n\t\t\t
\n\n\t\t\t
\n\t\t\t\t\n\n\t\t\t
\n\n\t\t
\n\n\t
\n
\n\n\t\t
ad
\n\n\t\t\n\t\t\n\n\n\n
\n\t
\n\t\t
\n\t\t\t
\n\t\t\t\t

\n\t\t\t\t\n\t\t\t
\n\t\t\t
\n\t\t\t
\n\t\t\t\t\n\t\t\t\t\n\t\t\t
\n\t\t
\n\t
\n
\n
\n\t
\n\t\t
\n\t\t\t
\n\t\t\t\t

Verify it's you

\n\t\t\t\t\n\t\t\t
\n\t\t\t
\n\t\t\t\tTo help keep your account secure, please log-in again.\n\t\t\t
\n\t\t\t\n\t\t
\n\t
\n
\n
\n\t
\n\t\t
\n\t\t\t
\n\t\t\t\t

\n\t\t\t\t\n\t\t\t
\n\t\t\t
\n\t\t\t
\n\t\t
\n\t
\n
\n
\n\t
\n\t\t
\n\t\t\t
\n\t\t\t\t

\n\t\t\t\t\n\t\t\t
\n\t\t\t
\n\t\t\t
\n\t\t
\n\t
\n
\n
\n\t
\n\t\t
\n\t\t\t
\n\t\t\t\t

Please log in

\n\t\t\t\t\n\t\t\t
\n\t\t\t
\n\t\t\t\tYou are no longer onsite at your organization. Please log in.\t\t\t\t
\n\t\t\t\tFor assistance, contact your corporate administrator.\t\t\t
\n\t\t\t\n\t\t
\n\t
\n
\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\n\n\n\n\n\tvar digiohVisitorFromEmail = !! 0;\n\n\t(function(){\n\t\twindow.setTimeout(\n\t\t\tfunction() {\n\t\t\t\tvar tag = document.createElement( 'script' );\n\t\t\t\ttag.type = \"text/javascript\";\n\t\t\t\ttag.src = \"https://www.lightboxcdn.com/vendor/9a2204db-f853-451a-9e0f-09c629b5fe1b/lightbox_speed.js\";\n\t\t\t\ttag.async = true;\n\n\t\t\t\tvar parent = document.getElementsByTagName( 'script' )[0];\n\t\t\t\tparent.parentNode.insertBefore( tag, parent );\n\t\t\t},\n\t\t\t500\n\t\t);\n\t})();\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n\t\n\n\t\t\n\n\n\n\n\n", + "page_last_modified": "" + }, + { + "page_name": "Hailey Baldwin Confirms Rhode Beauty Is 'Coming in 2022': 'Been ...", + "page_url": "https://people.com/style/hailey-baldwin-confirms-the-launch-of-her-rhode-beauty-brand-in-2022/", + "page_snippet": "It is coming in 2022, and I am very excited." Hailey Baldwin Says She 'Made a Decision' to Stick By Justin Bieber 'No Matter What the Outcome' The details of Rhode Beauty are still under wraps, but based on Baldwin's flawless complexion, her commitment to skincare and the way she's helped transform ...It is coming in 2022, and I am very excited.\" Hailey Baldwin Says She 'Made a Decision' to Stick By Justin Bieber 'No Matter What the Outcome' The details of Rhode Beauty are still under wraps, but based on Baldwin's flawless complexion, her commitment to skincare and the way she's helped transform husband Justin Bieber's skin since walking down the aisle, we have some high expectations! Fans first speculated that the supermodel was launching a beauty brand when she filed a trademark for the name Rhode in February 2021 The details of Rhode Beauty are still under wraps, but based on Baldwin's flawless complexion, her commitment to skincare and the way she's helped transform husband Justin Bieber's skin since walking down the aisle, we have some high expectations! Hailey Bieber. Theo Wargo/Getty Hailey Baldwin Bieber Says She's Experienced 'Some of the Saddest, Hardest Moments Ever' in 2023 ... Molly Sims Launches Yse Beauty and Gets Candid About Skin Setbacks That Inspired Her Brand (Exclusive) A History of Selena Gomez and Hailey Baldwin Bieber's Relationship Through the Years", + "page_result": "\n\t\t\t\t\n\n\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t \n \n \n\n\t\t\t\t\t\n\t\t\t\t\t\n\n\n\n\n\n\n\n\nHailey Baldwin Confirms She's Launching Her Rhode Beauty Brand in 2022\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\t\t\t\t\n\t\t\t\t\t\t\t\n\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\n\n\n\n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n\n\n\n\nSkip to content\n
\n
\n
\n\n
\n
\n\n
\nPEOPLE
\n\n\n\n\n
\n
\n
    \n
  • \n
    \n\n
    \n
    \n\n\n\n\n
    \n
    \n
    \n
    \n\n\n\n\nPlease fill out this field.\n\n\n
    \n
    \n
    \n
    • \n
  • \n\n
    \n
      \n
    • \n Subscribe\n
      • \n
    • \n Manage Your Subscription\n
      • \n
    • \n Give a Gift Subscription\n
      • \n
    • \n Get Help\n
      • \n
    \n
    \n
    • \n
  • \nNewsletter\n
    • \n
  • \n Sweepstakes\n
    • \n\n
\n
\n
\n
\n\n
\n\n
\n
\n
\n
\n
\n
\n\n
\n
\n
\n
    \n
  • \nLifestyle\n\n\n\n
    • \n
  • \nStyle\n
    • \n
\n
\n

\nHailey Baldwin Confirms Rhode Beauty Is 'Coming in 2022': 'Been in the Works for a Very Long Time'

\n

\nFans first speculated that the supermodel was launching a beauty brand when she filed a trademark for the name Rhode in February 2021

\n
\n
\n
\n
\nBy\n
Style + Beauty Assistant, PEOPLE

\" tabindex=\"0\" data-inline-tooltip=\"true\">\nHanna Flanagan\n
\n
\n
\nHanna Flanagan\n
\n
\n

Style + Beauty Assistant, PEOPLE

\n
\n
\n
\nPeople Editorial Guidelines\n
\n
\n
\n
\n
Published on November 22, 2021 02:23PM EST
\n
\n
\n
\n
    \n
  • \n\n\n\n\n\n
    • \n
  • \n\n\n\n\n\n
    • \n
  • \n\n\n\n\n\n
    • \n
  • \n\n\n\n\n\n
    • \n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n

\nRhode Beauty has entered the chat.\n

\n
\n

\nHailey Baldwin confirmed in a Q&A video uploaded to her YouTube channel last week that her rumored beauty brand is \"coming in 2022,\" after sparking speculation by filing a trademark for the name in February.\n

\n
\n

\nThe supermodel and skincare enthusiast, 25, selected a list of fan questions from her YouTube comments section to answer in the video. One of which read: "WHEN ARE WE GETTING RHODE?"\n

\n
\n

\n"OK, I'm not going to be shady about it," she responded. "Rhode has been in the works for a very long time, and it is getting so close. It is coming in 2022, and I am very excited."\n

\n
\n
\nHailey Baldwin Says She 'Made a Decision' to Stick By Justin Bieber 'No Matter What the Outcome'\n
\n
\n

\nThe details of Rhode Beauty are still under wraps, but based on Baldwin's flawless complexion, her commitment to skincare and the way she's helped transform husband Justin Bieber's skin since walking down the aisle, we have some high expectations!\n

\n
\n
\n
\n
\n\n\n
\n
\n
\nHailey Bieber.\nTheo Wargo/Getty\n
\n
\n

\nEarlier this year, the supermodel opened up about her decision to start a YouTube channel during a virtual appearance on The Tonight Show Starring Jimmy Fallon.\n

\n
\n

\n\"Part of why I wanted to do this is they can't twist what I'm trying to say from YouTube \u2014 it's coming straight from my mouth,\" she told host Jimmy Fallon. \"And I think that's something that I battled with a lot is people trying to twist my words or the media taking something that I've said or creating their own narratives.\"\n

\n
\n
\nHailey Baldwin Jokes That the Met Gala Is 'Cursed' After Breaking Her Foot Twice Following Event\n
\n
\n

\n"If I control it that means that nobody can try to turn it into something else," she continued. "You're hearing it straight from me. I can clear up whatever I want to and that gives me a lot of freedom in a way."\n

\n
\n

\nIn addition to fun conversations with friends like Kendall Jenner, Addison Rae and Emma Chamberlain, Baldwin also covers more serious topics of her YouTube channel, such as social media and mental health. She will continue to post new videos on Wednesdays throughout 2021.\n

\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\n\n
\n\nRelated Articles\n\n
\n
\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Reveals Kim Kardashian Was the \u2018First Person\u2019 She Called for Advice When She Started Developing Rhode\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Sparkles in Pink Diamond Mini Dress as She Celebrates 1-Year Anniversary of Skincare Line\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Seemingly Asks Fans to Not Leave Mean Comments on Selena Gomez's Posts: 'I Don\u2019t Want That'\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Documents Her Cold Water Plunge, Says It's 'Helped Me a Lot' with Anxiety \n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Shows Off Her Abs in Skin-Baring Set as She Celebrates Launch of Rhode Canada: 'Just Wow!'\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Baldwin Bieber Says She's Experienced 'Some of the Saddest, Hardest Moments Ever' in 2023\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nWho Is Logic's Wife? All About Brittney Noell\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nMolly Sims Launches Yse Beauty\u00a0and Gets Candid About Skin Setbacks That Inspired Her Brand (Exclusive)\n
\n
\n\n
\n\n
\n\n
\n
\n
\n\n\n
\n
\n
\n
\nA History of Selena Gomez and Hailey Baldwin Bieber's Relationship Through the Years\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nWho Is Alix Earle? All About the Viral TikTok Sensation\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nSelena Gomez Says Hailey Bieber 'Reached Out' to Her About 'Death Threats,' Asks Fans to Stop 'Hate'\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Is 'Ready for Summer' as She Rocks Neon Green Bikini During Tropical Getaway\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nHailey Bieber Likes Selena Gomez's Bikini Photo on Instagram After Resolving Social Media Drama\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nJudge Allows Hailey Bieber's Rhode Line to Continue Promotion Amid Trademark Infringement Lawsuit\u00a0\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nJana Kramer Launches Wine-Inspired Skincare with Volition Beauty: 'Magic Potion' (Exclusive)\n
\n
\n\n\n
\n
\n
\n\n\n
\n
\n
\n
\nJustin Bieber and Hailey Bieber's Relationship Timeline\n
\n
\n\n
\n\n
\n
\n
\n
\n
\n
\n
\n\n
\nPEOPLE
\n\n\n\n\n
\n
\nNewsletter\n
\n\n
\n
\n\n\n
\n
\n\n
\n
\n
Follow Us
\n
    \n
  • \n \n\n\n
    • \n
  • \n \n\n\n
    • \n
  • \n \n\n\n
    • \n
  • \n \n\n\n
    • \n
  • \n \n\n\n
    • \n
  • \n \n\n\n
    • \n
  • \n \n\n\n
    • \n
\n
\n
\n
\n
\n\n\n
\n
\n
\n
\n
\n\n\n\n
\n
\nPEOPLE is part of the Dotdash Meredith publishing family.\n
\n
\nPlease review our updated Terms of Service.\n
\n
\n
\n
\n
\n
\n
\n
\n
\n
\nNewsletter Sign Up\n\n
\n
\n
\n
\n
\n
\n\n\n\n\n\n\n\n\n\n\n
\t\t\n\n\n
\n\n\t\t\n\n\t\t\n", + "page_last_modified": "" + } + ] +} \ No newline at end of file