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.