Hailey Bieber Finally Confirmed Her Rhode Skincare Line With An Actual Doughnut

·9-min read
Photo credit: Instagram
Photo credit: Instagram

Update 08/04/22:

It's been a while since we'd heard any news from Rhode (2 months and 14 days to be exact), so it's safe to say the internet has gone into a bit of a meltdown this morning with Hailey Bieber finally confirming the launch date for her upcoming skincare line.

The soon-to-be beauty mogul posted a selfie with her signature glowing skin and, in what fans will know has been a recurring theme throughout the Rhode journey, a glazed doughnut. Bieber captioned the Instagram '@rhode is coming. sign up at rhodeskin.com 👀🍩✨see you in June!'

Thus far, the 25-year-old model has shown some seriously impressive skills for creating hype around her beauty brand, while giving very little away. Rhode's Instagram stands at 120k followers despite currently having no posts, with the website now offering an email sign-up to be the first in line to shop the new brand.


Beauty news authority @Trendmood1 also posted on Instagram about the upcoming Rhode launch giving away some more details about what we can expect from the brand. 'Looks like there are a few products like a serum / mask, a moisturizer and more,' the caption reads.

Surprisingly, they also went onto reveal that the price point is looking to be $30 and under for all products in the range, a much more accessible price range than other celebrity beauty lines.

In a cover interview for Allure magazine's May issue, Bieber opened up about her experience with launching the brand and what she wanted to achieve. She revealed that she'd gone to multiple beauty entrepreneurs, including Ouai founder Jen Atkin, Dieux cofounder Charlotte Palermino and of course the ultimate mogul, Kim Kardashian, to glean their insights.

'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 told Allure.

The socialite also revealed that she'd been hands on in the research process to ensure she would be producing products that were actually needed. 'I was ordering crazy amounts of skin care, trying everything that was expensive to inexpensive to mid-range,' she says.

'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.'

While the Rhode Instagram account still has yet to post, we're keeping our notifications firmly on for when it does.

Update 26/01/22:

Stop what you're doing right now, because we've been granted another Hailey Bieber close-up skincare selfie, and we're getting a very strong feeling that the model is teasing us with her upcoming brand Rhode once again.

Bieber posted a series of seriously glowing selfies to Instagram yesterday, and the only tagged brand? You guessed it, Rhode. The Jimmy Choo model completed the series of selfies with the caption, 'glazed 🍩🍩 skin all 2022. Tell a friend.'

Make-up artist Nina Park, who Bieber has been working closely with recently, also shared the photos on her Instagram with the same Rhode tag. If the growing frequency with which this dewy selfies are dropping are any indication of Rhode's impending launch, we're thinking it's coming soon.

This isn't the first time Bieber has posted her 'glazed donut look', in fact she posted another video in April last year, applying skincare products to her face without mentioning any brands or showing any packaging, simply captioning the video, 'glazed donut vibes🍩🍩🍩 layering my skin care for that perfect dewy finish.'

Are we reading too much into the caption to think she could actually be referring to her skincare line, Rhode? And if so, does that mean the products have been formulated since early last year? So many questions...

We're ready for it Hailey, give the people what they want!

Update 12/01/22:

When you become as invested as us in the ongoing Hailey Bieber beauty line discourse (translation: very), you start to get fidgety when things go silent. You also get pretty good at spotting clues, and without going too conspiracy theorist on the situation, piecing bits together. Thankfully we're not alone in this; fans of Bieber's upcoming beauty line Rhode are currently standing at 37.1k if the followers of the designated Instagram account are anything to go by, and they've got keener eyes and sharper instincts than the ELLE team trawling an Outnet sale.

So, when some small hints about Rhode were dropped this weekend, the Bieber fan base were quick to pick them up. Firstly, Rhode's instagram bio has been updated with 'Rhode skincare', the first real confirmation we've had about which area the new beauty line will be focusing on.

Secondly, we're pretty sure the launch is getting really close. Nina Park, a Chanel make-up artist, posted a photo on her Instagram of the 25-year-old model with glossy, wet-look skin, tagging Rhode's page at the top of her super dewy cheekbone. Coincidence? Or a calculated tag placement? We're betting on the latter and that Park was using some of Rhode's yet-to-drop skincare products. In which case we're expecting some seriously glow-giving skincare products to launch in the very near future.

Update 22/11/21:

Hold the phone because we've finally got a launch date for Hailey Bieber's skincare line, Rhode. In a Q&A video uploaded to her Youtube channel over the weekend, the 25-year-old model was cornered by a fan question asking when Rhode was going to be available. Bieber jokingly tried to move on from the question, before relenting and admitting, 'I'm not going to be shady about it, Rhode has been in the works for a very long time, and it is getting so close. It is coming in 2022, and I'm very, very excited, that's all I can say for now.'

As this is the most concrete information we've received from Bieber since rumours of the line emerged, we're pretty damn excited.

You can follow the @rhode account on Instagram, which is currently sitting at 30.5k followers despite having no actual posts yet, in anticipation of the upcoming launch. We're also betting that Bieber's Youtube channel, which she started earlier this year and currently features a mix of beauty and lifestyle content, will be one of the main platforms she uses to share Rhode news and products. It's safe to say we're already subscribed.

Update 24/9/21:

Since it was first reported that Hailey Bieber could be launching her own skincare line named after her own middle name, Rhode, the rumour mill went quiet suggesting that the line was just wishful thinking.

But, after months of no news, Bieber has finally confirmed that she is in fact launching her own beauty company.

Speaking to Demi Lovato on her podcast '4D With Demi Lovato', the model alluded to a new business venture saying:

'I'm going to step into the beauty world and I'm starting a company which has been really exciting. We've been working on it now since the very beginning of the pandemic so we're almost two years into it. I feel like for the first time ever I know this is where I'm supposed to be and this is what I'm supposed to be doing.'

If that's not confirmation that Rhode is officially happening then we don't know what is.

Watch this space for more information on Rhode as it lands.

Having unsuccessfully filed multiple trademarks for beauty brands in the past, including 'Bieber Beauty', and provided us with endless lockdown skincare advice via Instagram, Hailey Bieber could finally be launching her very own skincare line.

According to TMZ , the model and wife of Justin Bieber recently filed a trademark for Rhode - a beauty, skincare, and wellness brand. The trademark includes 'wellness merch, bath and shower products, beauty creams, personal cleaning products, cosmetics, make-up, fragrances, haircare, and skincare,' reports the news outlet.

And if the name sounds familiar, it's because it is. After considering a line inspired by her marital surname, the model has reportedly turned to her middle name Rhode (her full name is Hailey Rhode Baldwin Bieber) for her latest business venture. It's a move that her husband made when creating his fashion label Drew House, taking inspiration from his middle name Drew.

Bieber has always been vocal about her personal skincare routine, and opened up to ELLE UK in 2020 about her experience of adult acne and how she helped her husband with his own struggles with the skin condition:

'When I went on birth control for the first time a few years ago, my skin totally changed. I'd never had any kind of acne before, whereas now I'll get hormonal break outs from that. After Justin went on Accutane for his acne I helped him repair his skin. Weirdly when he was a teenager, which is when you'd think he might get acne, his skin was perfect and then suddenly it came out when he was an adult, so it's something he'd never had to deal with before. I did a load of research about skincare for acne-prone skin for both of us.

'It's funny because we have really similar skin types so a lot of the products that worked for me ended up working for him as well. The Accutane was super drying so I shared some of my own skincare products with him to help get all the moisture back into his skin and they worked really well. It's about learning what works for your skin as it changes.'

Currently, there's no information on when Rhode might launch or what products the first drop could include, however, there is a live Instagram account that may be attributed to the reported skincare brand.

Watch this space for more information on Hailey Bieber's rumoured skincare line Rhode.

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