What We Know About Hailey Bieber’s Beauty Brand, Rhode

Originally Published: 

Hailey Bieber at a Gucci red carpet wearing a dark lip look
Steve Granitz/FilmMagic

The ever-expanding celebrity beauty industry will have to make way for at least one more face in 2022, because Hailey Bieber, who has been teasing her own line for awhile now, is almost ready to release a wave of products you will undoubtedly want to get your hands on. While Lady Gaga’s Haus Labs specializes in dramatic liner and Kylie Jenner is, of course, known for her lip kits, it seems like Bieber’s brand, Rhode, will be all about glowing skin, fitting for the California-based model. “I 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,” she recently told Allure. “It started with my grandmother, she taught my mom, my mom taught me.” Now, Bieber plans to teach her fans when her brand finally launches, but until then, check back here to see what we know about Rhode, and when we can expect to finally get our hands on these long-anticipated products.

When is Rhode launching?

After much anticipation, Bieber has finally announced that “dewy, delicious skin is almost here,” and Rhode will officially be launching on June 15th.

Is Bieber the founder of Rhode?

Not exactly. Though the brand will bare the model’s middle name, Bieber explained to WSJ. Magazine that her title is actually “the Creative of Everything.” She explained that she is in charge of “putting together the packaging and the colors and the aesthetic.” As for creating the actual products, it seems like she’s leaving that up to the experts. “I think the biggest thing for me is I do understand that there are certain things that I don’t know how to do and I try to be really open about that,” she told Allure. To fill in the gaps, Bieber called on some of her friends who know a thing or two about starting beauty lines, like Kim Kardashian and hairstylist Jen Atkin, founder of Ouai haircare. “And then I was able to say, ‘Okay, well, [Kim] did it that way. Jen Atkin did it this way,’” Bieber said. “And then from taking all the information, you start to find the way that works for you.”

Will Rhode be pricey?

While Bieber may have access to the priciest of skincare, her own line will actually be very affordable, with no item exceeding $30. She said that, through her research, she found that the products she kept coming back to were all affordable. “I know what I want to give to people,” she told WSJ. “The whole ethos of my brand is access to really good quality products that are really affordable. I just don’t see why a $200 cream has to be the answer to good skin.”

What products will Rhode sell?

You may be sensing a trend here, but...we don’t really know, and Bieber won’t reveal any details. She did, however, recently share what seems to be a hint on her Instagram. Bieber posted some photos in a beige, ruffled bikini, with radiant skin to match. “Glazed [donut] skin all 2022. Tell a friend,” she captioned the photo. Bieber initially tagged Rhode in the post, causing fans to assume she used her own products to achieve the look. She later untagged the brand, however, most likely to increase anticipation.

OK, so what can I do in the meantime?

As you can see there really isn’t much info on Rhode as of now, but all hope is not lost. If you’re anxious to hear more about Bieber’s line, we suggest following Rhode’s Instagram account to stay up to date. No, it doesn’t have any posts as of now, but it will most likely be the first place to share any information when it finally comes out. Plus, you can check back here for more updates on Bieber’s upcoming brand.

This article was originally published on