Here's everything you need to know about Hailey Bieber's 'Rhode' beauty brand

Glazed donut skin forever

Digital Beauty Editor / May 19 2022

Considering Hailey Bieber is who we turn to for just about every kind of beauty inspo, it’s only fitting that she should be cooking up a beauty brand of her own.

Because though it's almost unique to not have one at this stage, it does seem like a natural move for her; she definitely knows her way around a solid skin care routine and has even helped husband Justin sort his own skin struggles. Let's just say she knows her stuff.

In fact, she spoke to Allure about this very topic; she knows the celeb beauty brand move is an overdone one, but she promises her brand will stand out. “I 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,” Bieber explained. “I definitely have had my fears, for sure, because the market is so busy and so saturated. And I’ve had to, obviously, have the confidence in myself and in our brand to really feel it’s going to be something refreshing and different.”

@haileybieber

She's learnt from the brand founders that have come before her, too: “[When starting Rhode], I was able to say, ‘Okay, well, [Kim Kardashian] did it that way. Jen Atkin did it this way.’ And then from taking all the information, you start to find the way that works for you."

So what idea did she settle on for her range? Affordable options (all under $30 USD) that actually deliver results, an idea she decided on following extensive research. “I 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’s what I kept going back to as well.”

Bieber even took online dermatology courses to immerse herself further in the world: “I think that [taking the courses] was just something I wanted to do for myself, honestly,” she said. “It wasn’t for me to be able to just sound smart or know what I’m talking about. I was just genuinely interested.”

@haileybieber

@haileybieber

@haileybieber

Another thing she's interested in? Real reviews. “I’m really happy with everything,” Bieber added. “I 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’m 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.”

So when will it actually be available to shop? According to one of Bieber's recent Instagram posts, June 2022 is the time! P.S. Sephora and MECCA if you're reading this, we'd love an Australian stockist.

Main image credit: @haileybieber

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