It’s the world of Rhode, and we’re all just living in it.

Hailey Bieber launched her beauty brand, Rhode, directly on its website on June 15 with a pared-back assortment of 5 stockkeeping units. Already, though, she’s considering big picture.

“The vision for me from the start was the world of Rhode,” Bieber told WWD. “I see Rhode as greater than a beauty brand, I see it more as a platform.”

Bieber is starting small with the brand’s launch, including a serum, a moisturizer and three lip balms, with future product drops planned to expand the lineup.

All the initial products are vegan, cruelty-free and gluten-free, and priced below $30. Bieber designed the range to be essentials-focused. “My philosophy for the brand, and the ethos for me, is to make considered one of every thing really good — it’s those staple products you retain going back to. It’s also my philosophy with regards to curating my wardrobe: the proper pair of jeans, that one really good T,” she said.

Although her vision for Rhode was clear, she also knew her own limitations. “I actually have vision, I actually have ideas, and I’m creative, but I’m not a chemist or a dermatologist,” she said. “The team has done such an excellent job of coping with my crazy midnight texts.”

To that end, Rhode tapped cosmetic chemist Ron Robinson, founder and chief executive officer of BeautyStat, as its chemist in residence, and Dr. Dhaval Bhanusali serves because the brand’s dermatologist in residence.

Each had a heavy hand within the product formulation. “After we were developing the formulas, the labs said they were $100 formulas, but that’s exactly what we’re trying to not do,” Bieber said. “Expensive skincare formulas ought to be accessible.”

She may not know her way around a lab, but Bieber was still highly engaged in the method. “Through the pandemic, I actually dove into the products and ingredients I do know and really love, and learning why they work so well,” she said. “It wouldn’t have made sense for me if I said I used to be launching with 14 eyeliners. It’s not my thing, these are products I exploit on a every day basis.”

With that in mind, though, the brand isn’t limited to specific categories for expansion. “If I were to go the route of any color, it might be very stripped back, like a tinted lip balm,” she said, adding hair care might make sense eventually, too. “I just wanted a brand that might take my aesthetic, my knowledge of the ingredients that I like, and make it for everybody.”

That aesthetic has defined every step of name constructing, from its matte gray packaging to the marketing. “Formula efficacy is the number-one thing, after which it’s in regards to the vibe, the aesthetic, the packaging, the bottles. It’s very curated, very edited, minimal, stripped back,” she said.

The brand isn’t following the traditionally aggressive go-to-market strategies that other celebrity brands have. On June 1, Kim Kardashian announced that her recent brand, Skkn by Kim, would come to market with nine stockkeeping units; earlier, Lady Gaga’s Haus Labs relaunched with plans to roll out over 100 sku’s in 2022. The latter has also partnered with Sephora, but Bieber desires to own her vision — and her customer — before exploring retail partnerships.

“I spoke to a retailer early on, and I just don’t wish to be ready where anyone’s telling me what to do with my vision. I’ve lent my name and face to lots of brands, and I’ve spent my time doing that, and I’ll proceed to. But this being my baby, I don’t want people coming in and telling me I actually have to do something. I would like to give you the option to take care of as much creative control as I can,” she said.

Although Bieber said the route presented challenges, she desired to be within the brand’s driver’s seat and begin from scratch. “I selected the route of ground-up,” she said. “I’m the bulk owner of this brand, I put most [of the] money into this brand myself. There’s no reason for me to chop corners. I is not going to, and I didn’t with these products.”

A part of the brand’s communication strategy will include YouTube-oriented with content on Bieber’s channel, which launched in 2020.

“We took a TV quality approach to YouTube to make it a spot where she could showcase her personality,” said Michael D. Ratner, founding partner and board member of Rhode, who also oversees the production of the content as founder, president and chief executive of OBB media. “But the sweetness in how we’re approaching it, is that there’s no over-planning. The YouTube channel just isn’t going to magically turn into the Rhode YouTube channel.”

For more from WWD.com, see:

Kim Kardashian Debuts SKKN by Kim Skin Care Line

Can Celebrity Skin Care Go the Distance?

Hailey Bieber Shows Off Recent Tiffany & Co. Designs in First Ad Campaign for the Jeweler