Hailey Bieber would like to clear something up about glazed-doughnut skin. The model and skincare founder, whose line, Rhode, launches today, started one of the year’s biggest beauty trends thanks to an Instagram post earlier this year showcasing her luminous skin. “Glazed 🍩🍩 skin all 2022. Tell a friend,” the caption read.
Though she no doubt brought attention to the look, she isn’t taking credit for the (brilliant) name. “I tried to make it clear, I don’t think I invented that [term] or created this catchphrase in any way, shape, or form,” she tells BAZAAR.com. “I think that is a known thing in skin care.” Still, she’s fully leaning into the glossy aesthetic with Rhode. “I don’t want to go to bed without looking glazed, and when I think glazed, I just think of a glazed doughnut. So that is the goal.”
Now, Bieber is bottling that skin care routine via the long-awaited Rhode (pronounced “rode” and coined after her middle name). Featuring just three products to start—the Peptide Glazing Fluid, the Barrier Restore Cream, and the Peptide Lip Treatment—Rhode offers the pared-down routine the model has always been searching for.
“My ethos behind the brand is that we want to make one of everything,” she says. “One really good moisturizer, one really good hydration serum, one really good lip product.” As one might expect from a supermodel, she likens the philosophy to how she dresses. “I believe in curating your essentials in your closet the same way I believe in curating your essentials in your skincare.”
The vegan and (mostly) fragrance-free products are full of derm-approved ingredients like peptides, niacinamide, and squalane, and are “completely focused on barrier health and hydration,” Bieber explains. “I’m somebody who travels a lot. I wanted simplicity. But I want [the products] to work really well.”
Back to the whole glazed-doughnut thing: The product in question is the Peptide Glazing Fluid, a hybrid serum and moisturizer. “In short, we call it The Glaze,” Bieber says, proudly holding up the short gray bottle. “It’s not as thin as a serum, and it’s also not a moisturizer. I wanted to do something that felt new—a new texture,” she says, adding that it’s been her “go-to” product morning, noon, and night. “And then in the evening, I layer it with the Barrier Restore Cream. I love the two together. I also love how they act as a base for makeup,” she adds.
Rounding out the trio is the Peptide Lip Treatment, which comes in three varieties: Unscented, Watermelon Slice, and Salted Caramel (Bieber’s favorite). And although the other products in the line are fragrance free, she admits that she broke her own rule on adding scent for the lip treatment. “There’s something very nostalgic about scented lip products,” she says.
The range of products may be small, but Bieber says they were developed to be universal. “I really wanted it to feel like it’s as inclusive as I possibly could make it,” she says. “I think that the products can work for all skin types. If you have really dry skin, it’s great. It’s focused on hydration. But even if you have oily, acne-prone skin, hydration is a step that you shouldn’t skip.” The minimalist packaging is designed to feel gender neutral as well. “I always talk about how it’s like the world of Rhode and everyone is welcome, and I want anyone and everyone to feel included,” she says.
Bieber’s fans already know that the line has been in the works for quite some time. Part of the wait was so she could gain insight—and constructive criticism—from aestheticians, dermatologists, and even her own friends and family. “I’m the type of person where, when it comes to developing these products, I will take feedback on the chin and apply it in a good way,” she says, adding, “I mean, sometimes I kick myself, like, I should have thought of that.” But she’s ready for what consumers—and the Internet—may have to say. “I want to take the consumer feedback and really listen, understand how it was received, and apply it to the brand going forward.”
One question she’ll likely face is whether Rhode fills a void in the world of skin care—especially when celebrity beauty lines seem to launch almost weekly. But she says, “I don’t believe in oversaturating the market. I don’t believe in putting out a million things just to put them out there.”
Because of that mindset, Bieber expects the product lineup to remain select. New launches will happen “every few months, probably.” But don’t hold her to that: “I plan on being extremely transparent with our consumers. If something is not ready, I’m not going to put it out. I don’t want to cut corners.”
For now, Rhode is available direct to consumer, in part so Bieber and her team can get a feel for what resonates with her customers. But you never know what Rhode has coming down the, well, road. “Eventually, I would love to see it [in other retailers]. And then potentially, do our own brick-and-mortar, which would be amazing.”
Rhode is available now online at rhodeskin.com.