Hailey Bieber wants you to know that in an ever-rising tide of skincare brands, hers is
not the average line. Announced in late 2021, and released (as well as almost instantly sold out) in June of this year, Rhode Skincare seemed to defy the odds as the current beauty sphere is rife with anti-celebrity sentiments and a desire for more conscious and less “cash-grabby” lines. This was Bieber’s first foray into her own business, as before this she’d been a successful and prolific model, media personality, and mega-influencer but never had her own celebrity line like the plethora of Kar-Jenner brands or ventures consumers have quite frankly grown tired of. What I think sets Rhode apart is Hailey’s intelligence, attention to detail, industry knowledge and a bit of luck.
Obviously this endeavor was a labor of love and it took years to perfect. My first
question is what made you love skincare just so much?
HAILEY BIEBER: I have always had a love for skincare. Growing up I learned so much
about skincare and body care from my mom and grandma who have always been so deeply into skincare! For me, I’ve always loved the ritual, it’s a form of self care for me. I’m a product
junkie and ultimately I wanted to create products that included ingredients that I love, believe work, are efficacious, affordable and that I really use. Further, I’ve loved consistently learning about skincare, ingredients and the skin itself, as well as applying that knowledge to the brand!
Now in this day and age, celebrity skincare lines are the new version of celebrity
fragrances of the 2000’s. Nowadays there is certainly a more critical viewpoint towards celebrity brands, however Rhode had an overwhelmingly positive response. In an ever rising tide of skincare brands from actors, singers, models and influencers, what do you think sets Rhode apart?
HB: I think what hopefully sets Rhode apart is that this is something I am really so
passionate about. I truly invested in my own skin, and I’m invested in creating new and
innovative formulations that are accessible in the current skincare space. My hope is that moving forward we can continue to create innovative formulations that are effective and nourishing, that can continue to enhance and protect the skin barrier while also highlighting the great ingredients. Furthermore, I hope to expand upon the aesthetic of the brand. I want to continue to put out fun and creative imagery and packaging that compliments the formulas they represent.
Rhode skin had an amazing launch! Everything sold out in what must have felt like
an instant! Even after the fact, the reviews themselves were amazing all across the board which will surely attract new consumers and keep previous ones coming back for me. What do you think made Rhode such a successful launch!
HB: I think what has hopefully made Rhode standout since its launch is that I entered this
industry with the understanding that this is such a saturated market. I went in knowing there is a crazy amount of consumer fatigue when it comes to celebrity skincare brands. I was super committed to ensuring the first round of Rhode products could speak for themselves. And, I think what I’ve noticed so far in the response is that people can see that I make it a point to be as authentic as possible when it comes to skincare. This is something I love to do and will keep doing and talking about because it’s really really fulfilling to me, and I’m truly committed to making a great line of products!
And finally, now that Rhode has completely sold out, when can we expect the next
drop of products? I know after all the reviews people are dying to get their hands on them!
HB: I don’t have an exact date yet, but we do have a waitlist you can sign up for on our website!
