As I’m waiting to cross the road on my strategy to interview Hailey Bieber, a taxi plastered along with her face drives past promoting her skincare brand Rhode. Earlier within the day, I overheard a graphic designer within the Dazed offices saying she had set her alarm to make sure that she got her hands on the products once they dropped that morning. It’s clear Hailey Bieber is within the air, and if you happen to’re not aware of her and her skincare brand, which is now officially available within the UK, it’s essential to look up and listen.

Launched last yr, Rhode debuted with a curated range of three core products: the Barrier Restore Cream, the Peptide Lip Treatment and the Peptide Glazing Fluid (which at one point reportedly had a waitlist of over 100,000 people). In a time when the market is saturated with celebrity beauty brands, Rhode cut through the noise and has been genuinely well received – praised for its authenticity, intentional curation of products and Bieber’s involvement and keenness. 

Centred around plump hydration, the brand is a component of the “glazed doughnut” skincare phenomenon that has seen everyone slugging on the occlusive layers for a glance that’s juicy, dewy and glowing. Rhode cemented Bieber’s position because the poster girl for the minimal make-up, dewy skin, and “effortless” beauty aesthetic that has dominated within the last yr. For the Instagram girls who accessorise their slicked-back hair with understated gold jewellery, fluffy eyebrows and their best The Row trousers, Beiber is their idol.

While the “clean girl” make-up look that she has often been related to has since come under fire for being problematic, the brand itself has gone from strength to strength. Rhode CEO Melanie Bender told Vogue Business in March that they crossed the eight-figure sales threshold in only 11 days of selling, and 36 units of the Peptide Glazing Fluid sold every second in past restocks.

Dazed Beauty caught up with Bieber while she was in London to talk concerning the brand, why dewy skin will at all times be timeless for her, and her beauty obsessions.

It’s almost been a yr because you launched, how has the response been thus far?

Hailey Bieber: It’s definitely been overwhelming in one of the simplest ways. In fact, you never know what the response goes to be until it’s on the earth and other people get their hands on it. But I’ve been just super overwhelmed with gratitude and so elated with the response, and so completely satisfied with it and just completely satisfied that folks are having fun with it and loving the products. I mean, all the pieces that we do is for the patron and the client. And, in fact, it’s an ideal feeling when individuals are completely satisfied.

Were you surprised by how positive the response was? 

Hailey Bieber: Yeah because numerous the time you simply never know. And I believe it’s been overarchingly positive. My hope is the explanation for that’s since the product itself is great, and it’s really working for people and so they’re just incorporating it and having fun with it and loving it of their day-to-day life. So I’m very, very thrilled, very completely satisfied.

I believe one in all the explanations people responded so positively is that it’s so well curated, with just three products.

Hailey Bieber: Totally, and that was something that was the goal from the start – the entire philosophy behind the brand is ‘one in all all the pieces, really good’. And having this type of wardrobe-style skincare was something that made numerous sense for me. I used to be talking about it once we were developing the brand like, ‘You realize once you just find that basically good leather jacket or the proper pair of jeans and the proper t-shirt, then you’ve the proper outfit.’ Jeans, a t-shirt and a leather jacket, you may never go improper. 

In order that was sort of the identical philosophy and concept that I desired to put into the skincare. If you’ve an ideal moisturiser, lip balm and an ideal serum product you may’t go improper. After which I began eager about well, I’m someone who’s travelled rather a lot for my profession. So, what’s it that if I needed to have just a few things on the plane with me, what could I not live without? And it might be an ideal moisturiser, a serum product and a lip. And in order we proceed to develop the road and curate the remainder of the products, it comes from that very same idea of, you already know, what’s that next thing that is a component of the edit?

Why is skincare something you’re so enthusiastic about?

Hailey Bieber: I just like it. I’m such a nerd about ingredients and products and I just have at all times been very committed to skincare and really committed to caring for my skin. And it’s a commitment – having a routine and having that ritual it takes time to work out. I just love the way in which it makes me feel, at the top of the day, clean face feeling like a dewy little glazed doughnut. I just like it. I don’t know what it does for my brain, I get like a serotonin boost. 

So I just have at all times loved it and I actually desired to bring something different to people and produce different products to the market. And it’s numerous fun. I believe skincare and wonder is fun, I’m having such time with it. I was once a ballet dancer, so doing my make-up for performances and, you already know, experimenting, there’s a lot you may do with skincare and wonder. It’s a extremely fun community to be a part of, it’s really creative and you may really connect with people.

My title at Rhode, aside from being the founder, is creative director and it’s just been a lot fun to take all these ideas that I actually have in my brain and watch them come to life from the packaging, to the formulas, to the imagery. I’m super, super, super involved within the product development and I believe that’s probably why it takes so long for the products because I’m so so so picky concerning the texture and the texture and the ingredients and what it’s doing for the skin. You realize, it’s my dream job.

I believe you may tell that you just’re very enthusiastic about it. You mentioned that you just desired to bring something different to the market – what was that gap you desired to fill? What did you think that was missing?

Hailey Bieber: I believe to be honest, there’s such great skincare that was already on the market. But I believe what I desired to aim to do this was different was bring minimal, chic, inexpensive products that had easy, cool packaging but really, really great formula on the within for a extremely inexpensive price. While also bringing people really cool imagery and a extremely cool feeling. My goal was that when people get their hands on the products they feel like they’re a component of the world of Rhode, and so they feel like they’re a part of something that’s cool and fun and inclusive. 

Also that they’re getting great skincare and so they fall in love with these products. I’m attempting to create not only great products, but a sense that I would like people to feel a component of. They’re feeling me in these things. And so they’re feeling me in these products. And so they’re feeling moved by the imagery. I believe it’s a lot deeper than simply creating goop [laughs], although I would like the goop on the within the bottle to be amazing. It’s like we’re creating an entire feeling and an entire world.

You said you wanted the brand to be inexpensive and accessible – why was that vital to you?

Hailey Bieber: One thing that I’ve at all times noticed, with the products that I’ve tried and that folks gravitate towards, is at all times like the straightforward, inexpensive stuff does one of the best job. Plenty of expensive skincare is just marketing, you already know, it doesn’t really cost that much to make the product. In fact, some raw materials that you’ve to make use of to develop a certain product are costlier, which does make the worth higher. But I would like to develop products that don’t should be that; they will still be great for the worth that it’s.

The brand is understood for its signature “glazed doughnut” look. Were you nervous to tie the brand to a trend, given how short the trend cycles are as of late?

Hailey Bieber: [Dewy skin] is something I’m at all times going to live by. So either you gravitate towards it otherwise you don’t, and that’s OK. I’m sure not each person on the earth loves having this dewy look, some people prefer more of a matte look. To every their very own. 

So for you, it’s sort of a timeless concept.

Hailey Bieber: Yeah, to me the entire glaze thing is looking hydrated. And I believe hydration doesn’t ever exit of fashion. We at all times have to hydrate our skin irrespective of what, hydration is at all times vital.

What’s a typical day for you?

Hailey Bieber: It’s different every single day. I’m never not talking to the team about a minimum of one thing each day. We’re continuously figuring things out, making decisions, especially because now the brand is launching in recent places, and there are decisions and plans to make. I probably would say I am going into the office a minimum of just a few times a month. If not, it’s a zoom call or a phone call. I attempt to at all times make myself available for the team once they need me.

How do you see the brand evolving? Do you’ve a dream for it?

Hailey Bieber: I believe that the world of Rhode may be limitless, but I believe it’s going to definitely turn into other categories in beauty: body, color, that’s going to be the following evolution for us. And we’ll never not be focused on skin and making great skincare products. It’s just that I believe coming from skin, you may branch off into other essential products that I believe are needed and needed.

What’s your current beauty obsession?

Hailey Bieber: I really like really baby pink blush straight away, it’s what I actually have on my cheeks.

Who’re a few of your beauty idols?

Hailey Bieber: I actually have just a few – love Rihanna, in fact, her glam is just at all times amazing, she has beautiful skin. Rosie Huntington-Whiteley is one other beauty icon. Kate Moss. There are such a lot of, there are such a lot of amazing women which have come before me which are just going to go down in history to be eternally iconic.

Would you think about yourself a beauty icon?

Hailey Bieber: I might not give myself that title [laughs]. I believe I’m just a girl who’s infatuated with the world of beauty and desires to proceed connecting with people on that.

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