Hailey Bieber is starting 2024 with a clean slate.

The founder, creative director and chairwoman of beauty brand Rhode is introducing her brand’s first launch for 2024: a cleanser with pineapple enzymes, green tea and polyglutamic acid.

Named the Pineapple Refresh Day by day Cleanser, it is going to launch on Rhode’s website Jan. 25. Launching a cleanser was at all times within the cards for Rhode, Bieber said, noting that customers’ appetites for a face wash are high.

“Cleanser is a very requested [stock keeping unit],” Bieber said. “It’s something that we have now been working on for 4 years. It was meant to be a part of the lineup once we launched and I just didn’t think it was special enough or different enough [yet]. It wasn’t the one [that] we finally have now.”

The product’s texture, which fits on as a balm before emulsifying right into a lather, was a part of Bieber’s efforts to distinguish the launch from other cleansers. “What stuck out to me probably the most was that on this planet of cleansers, it’s quite hard to make it special,” she continued. “My biggest goal with this cleanser was that it doesn’t feel like anything that’s on the market, and it doesn’t do what other cleansers do.”

Rhode initially launched in 2022 with a serum, a moisturizer and lip balms. After one yr, it expanded with an essence and eventually into makeup with tinted incarnations of its hero lip products, the Peptide Lip Treatment. Bieber said the brand’s launch cadence will speed up within the yr ahead.

“This one was 4 years within the making and is simply coming out now. We were only in a position to plan to this point out [pre-launch],” she said. “We’re learning, we’re growing, we’ve seen how far out we have now to plan and what the demand is perhaps. Individuals are going to be pleasantly surprised with our cadence since it’s still going to be very thoughtful drops, but things will likely be coming out that we’ve had planned since launching the brand.”

The move into cleansing comes as Rhode’s recently promoted president Lauren Ratner goals to marry the core business with buzzy partnerships — reminiscent of the Rhode and Krispy Kreme partnership from last yr.

Bieber also stars within the cleanser’s launch campaign, which incorporates Candice Swanepoel, Ajok Daing and Bianca Blakeney. “I believed for a very long time about doing a Rhode calendar; I’ve at all times loved the vintage Pirelli calendars and was very inspired by that,” Bieber said. “This felt like the correct time because this cleanser is for each day, every week, every month of the yr. It really works in every climate.”