We caught up with the Rhode founder about teenage skincare mistakes, being in sync with her audience, and what’s next for her skincare brand that’s now available in Canada.
As Hailey Bieber’s face pops onto my screen at the beginning of our Zoom call, I find myself going through a mental checklist of the details that make up her signature beauty look. Bare eyes? Check. Glowing skin? Check. Brown bob slicked down into a middle part? Check. Almond-shaped nails and ultra-glossy lips? Check and check. She has nailed the “model off duty” look. The 26-year-old model-turned-brand founder (and former FASHION cover star) is nine months into the launch of her brand Rhode Skin, her first foray into skincare. With a waitlist of over one million across its products (of which there are only a handful), it’s safe to say that the brand has, by all accounts, been a smashing success. Today, Rhode begins shipping to Canada, its first expansion outside of the U.S. market.
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Proving that her commitment to minimalism is more than just an aesthetic choice, Bieber launched Rhode with only three products (five, if you count all three flavours of the Peptide Lip Treatment: Salted Caramel, Watermelon Slice and Unscented). “The beauty industry is very crowded,” says Bieber. “There are so many amazing brands [out there]. I wanted Rhode to be a brand that could put out that one really good moisturizer or that one really good lip treatment. We’re also conscious of not putting excess into the environment. These are things that are topics of conversation every single time we meet about a new product.”
Plus, through her years…
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