Hailey Bieber Stars in Rhode’s New Lip Treatment and Phone Case Campaign
LONDON — Hailey Bieber’s Rhode lip peptide treatments are getting a summer makeover with four new limited-edition shades and matching phone cases.
The new tints include baby pink, neutral peach, bright coral and soft mauve priced at 18 pounds and the phone cases are priced at 35 pounds.
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Bieber stars in the beauty campaign shot by Harley Weir, which also includes Paloma Elsesser and Alex Consani, holding a giant lip peptide while sitting on top of the brand’s new Pocket Blush, which will launch Thursday in six shades.
“I view everything as [a] hybrid. For us, it’s more about marrying skin care and color together. I don’t think we’ll ever do something that’s just traditionally a color cosmetics product,” the founder told WWD in a recent interview. “It’s always going to have more of a story and the DNA of skin care behind it.”
“We talk about essentials, and when I wanted to do any approach to color, it was the same idea. I wanted to throw it in my purse or bring it on a plane — what would I need if I’m just landing somewhere?” she added.
The brand’s tinted lip products debuted in September 2023 to much fanfare online. 2023 data from CreatorIQ ranked Rhode as the skin care brand that generated the fourth-most earned media value at more than $106 million, while December numbers placed it as the top-performing skin care brand with a nearly 300 percent EMV gain.
When Bieber launched in Europe last year, the lip treatment was on track to sell a million units and it has already generated 6,300 five-star reviews in the U.S.
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