Meet Rhode, Hailey Bieber’s Minimalist Beauty Brand

Hailey Bieber launched her beauty brand, Rhode, directly on its website on June 15

with a pared-back assortment of five stockkeeping units.

Already, though, she’s thinking big picture.

“The vision for me from the beginning was the world of Rhode,” Bieber told WWD.

I see Rhode as more than a beauty brand, I see it more as a platform.”

Bieber is starting small with the brand’s launch, including a serum,

a moisturizer and three lip balms, with future product drops planned to expand the lineup.

All of the initial products are vegan, cruelty-free and gluten-free, and priced below $30.

Bieber designed the range to be essentials-focused.