LONDON — The road for Hailey Bieber’s beauty brand, Rhode, is getting larger and longer as she ventures into the U.K. market on Wednesday along with her three hero products: the Peptide Glazing Fluid, the PeBarrier Restore Cream and Peptide Lip Treatment.

The products will all be under the 30 pound mark and available on rhodeskin.com.

“We’re really captivated with making these amazing formulas accessible at this price point, that’s absolutely a tenant of the brand that we’re carrying over to the U.K.,” Melanie Bender, chief executive officer of Rhode, told WWD on a Zoom call with Bieber.

The clean beauty brand has been selling out quickly, allowing it to order larger quantities and reduce costs.

“We crossed the eight-figure threshold over a six month period with just 11 days of selling. We’re getting in there and making big orders for a young brand like us, which then lets us tap into more of those cost efficiencies that you usually don’t get until you’re possibly a L’Oréal or Estée Lauder,” said Bender.

Bieber brought Bender into Rhode’s operations in October after 4 months with out a CEO.

“We saw eye to eye on each thing, from formula to sustainability to aesthetic to the priorities of what’s vital to me because the founder,” said Bieber, who’s the brand’s majority owner, chairwoman, founder and inventive director.

“She just really understood that vision and was like, ‘I hear you, I see your vision, I see you and here’s how we are able to team up and assist you scale it and convey it much more to life,’ and that’s a top quality that I feel takes time to search out and it’s very rare, so I had to simply snatch her up,” she added.

Bender was the president of fresh beauty brand Versed, which she catapulted right into a TikTok sensation with greater than 50 million organic views via a campaign with creator Aisha Nur for the brand’s Doctor’s Visit Fast Resurfacing Mask.

The collaboration led to the product becoming the second bestselling product on versedskin.com, translating right into a 3,000 percent sales increase and a 400 percent sales gain for the product on the brand’s other retail channels.

When Bender was making her decision to affix Rhode, she watched “the making of Rhode” on Bieber’s YouTube channel, where she came upon that the 2 of them share the identical birthday.

“This can be a sign, it’s the universe telling me to trust your gut,” said Bender.

Bieber, who has a following of 10.8 million on TikTok, is usually sharing suggestions from behind the scenes of her life, including fashion, beauty and cooking on her social media channels.

“This brand for me is opening myself as much as everyone and I would like everybody to give you the chance to be a part of it. I really like calling it ‘The world of Rhode’ because I actually need it to feel prefer it’s this world that you simply step into, from the aesthetic to the imagery to the products themselves,” Bieber explained, adding that she’s formula and produced obsessed because she’s “passed through a lot trial and error with skincare” and desires her products to be as “universal as hopefully possible.”

Bender said the brand has had international reach from the getgo — they launched within the U.S. in June last yr followed by Canada, and the U.K. appeared like probably the most natural progression as they planned their expansion strategy.

“About 50 percent of our traffic comes from outside the U.S. despite not likely doing any energetic marketing in those international markets,” said Bender.

“India is one which I’m particularly enthusiastic about due to what an enormous and growing beauty economy it’s. It’s our number two international source of traffic after Canada,” she added.

Bieber can also be wanting to roll Rhode into Brazil due to her mother’s heritage and the sentimental value that carries.

For the reason that inception of the brand, the 26-year-old has been firm in not expanding Rhode’s categories too quickly.

In November last yr, she introduced a recent flavor of the Peptide Lip Treatment in Vanilla Cake as a part of her birthday celebrations.

Next month, Rhode shall be officially launching right into a recent category: makeup.

“Color goes to be the following phase that we’re going to step into still with the approach of curated edited essentials, but I wouldn’t take any beauty category off the table if that is smart,” said Bieber.

“Rhode is at all times going to be skin first. Healthy and hydrated skin is at all times the right base for nice makeup and you already know that’s at all times going to be the main target even in color,” she reiterated.