Hailey Bieber Wants You to Contour Your Lips
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Hailey Bieber is now launching a lip contour—not a lip liner, as her fans expected. Take a look at Hailey Bieber’s TikTok, and you’ll see two things: Her smoothing a mysterious makeup stick onto her lip’s outline in her car, and rabid fans in the comment sections demanding for her to launch the “lip liner” immediately. Some celebrities may not read the comments, but Bieber does. “They’re getting mad at me now,” Bieber told me over Zoom, her eyes crinkling into a smile. “They’re like, ‘Stop teasing it until you’re ready to tell us when it’s coming.’”
You can’t deny that Bieber’s lip product recommendations mean something to her millions of followers (54.1 million on Instagram, to be exact). She has sold out Make Up For Ever’s lip liner in several shades multiple times. She’s the reason Wherever Walnut and Endless Cacao are permanent members of my own lip rotation.
Her new product via her brand Rhode is the Peptide Lip Shape, a lip contour that adds definition and gives the illusion of volume. Think a contour stick, but for your mouth. “I think a traditional lip liner is more about precisely lining your lips,” Bieber explains. “This is meant to be able to be messier. You can go outside the lines, overline, overdo it.” In other words, lip liners are like colored pencils, which offer maximum control and precision (but also require a more careful application). Meanwhile, these lip contours are like oil pastels, which are softer and not as exact. As a result, the Peptide Lip Shapes are more forgiving and hard to mess up, no matter how chaotically you apply them or how many layers you add. If you accidentally go out of the lines, that’s okay! Just smudge it away or draw on a little more to even things out and move on. It reminds me of the K-beauty-inspired blurred lip trend, which focuses on producing a fuller-looking lip by blurring the edges of the lips instead of exaggerating their size with stark overlining.
Peptide Lip Shape
The product comes with a smudger on the end (“to replace your finger,” Bieber says,) that helps you achieve that lived-in effect. Ultimately, her wish is for us to play with the shape of our lips in the same way that we’re able to manipulate the shadows on our faces with contour powders, sticks, and liquids. You can apply the product all over the lips if you want, but Bieber mostly uses it to carve out, accentuate, and enhance the outline of hers.
As any good contour product should, Peptide Lip Shape will be available in 11 shades to accommodate a wide range of skin tones. Bieber worked with her makeup artist, Leah Darcy, and the rest of her product development team to parse out the hues that best fit the brief. “We really wanted to have the shades feel reminiscent of bronzy, nude-y contour shades,” Bieber says. “But we also wanted to find tones that could complement lip tones.” For example, her lips are on the rosier side, so she created shades like Lift, a subtle neutral pink. On the other end of the spectrum, there’s Move, a dark purple-brown to suit those with deeper, cool-toned lips. The shades are also meant to be mixed and matched, depending on the level of definition you desire.
At Rhode, the lines between makeup and skin care blur—oil-infused blushes moisturize the skin, and hydrating serums act as glowy makeup primers. The lip contour combines peptides and fenugreek extract, which comes from organic fenugreek, a clover-like herb. Together, the two ingredients plump, smooth, and firm the lips. Bieber’s go-to combo? A scribble of either Lean (a warm medium-toned brown), Lunge (a rosy beige), or Balance (a warm light brown) and a swipe of the Pocket Blush in Piggy on the lips or the clear Peptide Lip treatment. Alternatively, if she wants more of a ’90s vibe, she’ll go in with Stretch (a richer neutral brown) before placing the Peptide Lip Tint in Espresso on top. “It really just depends on my mood that day,” Bieber says.
This may be the brand’s first major launch of 2025, but Bieber emphasized that Rhode, which turns three this June, has huge plans for the rest of the year—all of which align with Bieber’s vision for her life and brand, which is becoming clearer by the day. “It has a lot to do with me getting older, understanding who I am a bit more, and knowing who I am as a woman,” she says. At the end of the day, Bieber is Rhode’s creator but also its greatest muse—and it’s working. If previous products are any indication, the release of the Peptide Lip Shapes will only have Rhode obsessives begging for more.
The Rhode Peptide Lip Shape ($25) and Peptide Lip Shape Set ($95 for four) will be available to shop on rhodeskin.com on January 30.
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