By Ilira Naselli Flores
Hailey Bieber , top model and skincare addicted, launched her cosmetic brand Rhode.
She was the face of Saint Laurent, Levi’s, Jimmy Choo and much more, but now she wants to own a company about what she cares the most: skincare.
“I want to look like a glazed donut before going to bed” it’s her statement at Kelly Clarkson show. She’s working with Ron Robinson, a chemical-cosmetic with 30 years of experience, who used to work for Clinique, La Mer, Relvon.
She sets a trend, the allure for make up has shifted to a good skincare. Clean beauty make up is a must have, we’ve seen it in every FW 23 runway. Everyone wants to have a glowing without imperfection skin and through a good advertising campaign she is offering what customers demand.
In June, after much teasing from her more than 60 million social media followers and web-based beauty blogs, Hailey Bieber unveiled what those logo-less swatches were: skin and lip moisturizers from Rhode, the skincare company, founded by Bieber in 2020.
Her trademark immediately got 700.000 people on waiting list. Just for her 3 product, the restock was bought with an average of 36 product per second.
After years of lending her image to brands, and after the pandemic closed the catwalks giving Bieber enough free time to think about new long-term goals, she realized she wanted to move beyond a standard licensing deal.
His dream, he said, is to build a brand that’s still around 20, 30, or even 40 years from now, and for future consumers to buy Rhode for what it does for their skin, not who the founder is. “I think it would be really cool,” Bieber said, “if people just loved the brand because they love the product.”
Photo Cover: Hailey Bieber via her IG