Hailey Bieber’s much-anticipated skincare line has officially launched and is available for purchase via the brand’s website: rhode. But, hurry, it’s already selling out! The drop (which is likely to be just one of many) features a stripped back and simple three-product launch that is saturated with the model’s classic glazed doughnut aesthetic. As the resident poster child of the ‘clean look’, Bieber’s brand is promoting a similar ethos not just through the limited makeup and dewy skin displayed by the models but in the ingredients themselves.
“My journey towards healthier skin inspired me to develop products that really work, in a way that’s accessible to everyone. Rhode is dedicated to making products based in science and great formulation, simplifying many of the mysteries and complex narratives behind efficacious skincare,” the model wrote in a message displayed on the website.
With no bells and whistles—that’s perhaps the selling point behind the beauty line—it promises a focus on health of the skin barrier and hydration curated by award-winning leaders, chemists and dermatologists in the business. A clean approach to skincare (such as the likes of Youth to the People or Biossance) that has seemingly continued from her time as a former bareMinerals ‘clean beauty ambassador’ into her own products—promising clean, vegan, cruelty free, gluten free and, to many people’s delight, fragrance free.
Some of the mainstay ingredients you can find throughout the brand are a skincare-obsessed’s dream. It has those classic favourites of: peptides (key amino acids to protect and plump the skin), shea butter (a moisturising and vitamin-loaded dream), niacinamide (to aid in texture), plant-based squalane (for that skin barrier), hyaluronic acid (one of the most viral ingredients of all time) and of my personal loves, açai (an antioxidant rich ingredient that fights free radicals).
It also introduces some fresher ingredients like: babassu (a natural source of lauric acid that aims to strengthen skin microbiome), marula oil (rich in fatty acids to build up skin barrier) and cupuaçu (an element to maintain skin elasticity for dry or dehydrated skin). But good quality, simple and clean ingredients is not all Bieber is wanting to offer through her brand.
Putting affordability as one of the core pillars of the skincare line’s ethos and messaging, the products are surprisingly at competitive prices. In other words, they’re actually pretty decent on cost. The first item, the ‘barrier restore cream’, comes in at $29 (£24) while the ‘peptide lip treatment’ (which comes in three flavours) is a comfortable $16 (£13). Perhaps the most anticipated (and already sold-out) item of the three, the ‘peptide glazing fluid’—we’re all hoping it’s going to give us the doughnut look—settles in at a matched price of $29 (£24). So, with prices like these, you better grab them while you can.
Another win for the conscious consumer is that Bieber pledges a “minimal footprint” in the production of her brand—of course we should take everything with a grain of salt until the business is properly analysed (we don’t want to be greenwashed do we?)—by “consciously-sourcing” ingredients as well as providing upcycled and recyclable packaging. You can even ship back at least three empties back to the company for help in recycling.
As part of its ‘The Rhode Futures Foundation’ campaign alongside its commercial brand, rhode will also provide a minimum of 1 per cent of its sales to support the efforts of 1,000 women and their families by 2023—including non-binary, trans, non-cis, and all women-identifying persons—through organisations like: Accion Opportunity Fund, Black Mamas Matter Alliance, and the LIFT Family Goal Fund.
Unfortunately for now, rhode does not ship to the UK but has promises of eventually going global and honestly, as a glazed doughnut veteran myself, sign me up.