Hailey Bieber Announces New Beauty Brand Coming This June

Hailey Bieber has a new beauty brand launching in a couple of months. Here is everything you need to know about the $30 and under line.

Hailey Bieber’s new beauty brand is right around the corner. Arriving sometime this June, the skincare-focused line coined after her middle name Rhode has price points of $30 and under. The model who graces the cover of Allure’s May issue recently sat down with the publication to discuss her vision behind the brand, the lead-up to its launch, the creative process, and overall entrepreneurial debut within the world of all things beauty.

“I just could always remember my mom, as a child, getting [me] out of the bath, drenching me head to toe, just hydration, hydration, hydration, very focused on keeping the skin healthy,” she told Darian Symoné Harvin. “It started with my grandmother, she taught my mom, my mom taught me.”

Hailey Bieber captured by Carin Backoff for V118
Hailey Bieber captured by Carin Backoff for V118

Bieber took a hands-on approach, testing an array of products, and enrolled in digital dermatology courses, citing that the classes “was just something I wanted to do for myself, honestly. “It wasn’t for me to be able to just sound smart or know what I’m talking about. I was just genuinely interested.” She also shared how she sought guidance from others and their processes in building successful brands, including Hyram Yarbo, Kim Kardashian, Charlotte Palermino, and Jen Atkin. “And then I was able to say, ‘Okay, well, [Kim] did it that way. Jen Atkin did it this way.’ And then, from taking all the information, you start to find the way that works for you.”

“I’m really happy with everything,” she stated when expressing her sentiments towards Rhode. “I feel proud of the products that are going to come out. I feel excited for what is going to come even after that and what I can continue to develop. I’m hoping that people get their hands on it, and they absolutely love it. But if they have feedback, I want to accept that as well.”

Rhode by Hailey Bieber has a launch date for June 2022. You can read her full interview with Darian Symoné Harvin for Allure here.

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