Hailey Bieber’s skincare brand, Rhode, has recently entered the spotlight with a buzzworthy campaign featuring actor Harris Dickinson, known for his role in “Babygirl.” Launching alongside Rhode’s Glazing Mist, the campaign’s aesthetic is rooted in simplicity, with a focus on showcasing Dickinson rather than obscuring him with elaborate visuals. Bieber expressed her admiration for Dickinson and the synergy she believed would emerge from his involvement, stating that his authenticity aligns beautifully with the brand’s ethos.
The campaign’s black-and-white photographs exude a quiet charm, capturing Dickinson’s quintessential masculinity while maintaining a natural allure. Bieber aimed for an uncomplicated representation, acknowledging that overthinking could detract from the beauty of the product itself. “Less is more” seems to be her mantra, as she emphasized her desire to create a campaign that feels chic and down-to-earth, avoiding any gimmicky perceptions linked to the campaign’s branding. Despite using a male face, Bieber clarified that this move doesn’t indicate an expansion into men’s skincare; instead, she sees Rhode as an inclusive brand meant for everyone.
Bieber’s vision for Rhode extends beyond just a skincare line. She wants the brand to feel like a welcoming universe for all who appreciate quality products and thoughtful storytelling. The inclusion of diverse faces in Rhode’s campaigns showcases her commitment to this vision, with past collaborations featuring an eclectic mix of personalities. Each campaign serves as an opportunity for Bieber to craft compelling narratives through visuals that resonate on a personal level, making Rhode more than just another beauty brand, but a community built on experiences.
Rhode’s Glazing Mist, a pivotal product in the brand’s lineup, reflects Bieber’s own skincare needs. As a summer essential, she integrates the mist into her daily routine, emphasizing its hydrating properties crucial for busy moms and individuals on the go. Packed with a thoughtful blend of ingredients such as ectoin and ceramide trio, the Glazing Mist promises to enhance the skin’s moisture barrier and provide antioxidant protection. This attention to formulation underscores Rhode’s commitment to high-quality skincare that meets real-life demands.
As summer approaches, Bieber’s excitement for Rhode’s growth is palpable. Describing her vision for the season as “European and beautiful,” she remains focused on expanding the brand’s offerings, teasing new product ideas including potential sunscreen formulations. This particular product line requires meticulous development to ensure efficacy. Nevertheless, her aspirations exude optimism, hinting at Rhode’s evolving presence in the beauty industry and possibilities for exciting collaborations.
In a significant business move, Rhode was acquired by E.l.f. Beauty, marking a transformative chapter for the brand valued at $1 billion. This partnership is more than a financial leap; it reflects a shared commitment to community and vision. Bieber, while expressing her initial fears surrounding the acquisition process, found a relatable ally in the E.l.f. team who understands the importance of nurturing a brand’s core values. As Rhode continues its rapid growth, Bieber’s dedication to building a skincare brand that resonates with inclusivity and storytelling is apparent—a journey she candidly refers to as her “baby.”