Newcomer Tag

Newcomer of the 12 months: Hailey Bieber, Founder, Rhode  In a 12 months that saw myriad celebrity skincare launches, one star shone brighter than others: Hailey Bieber’s Rhode. Bieber, whose every fashion and beauty move is chronicled and infrequently copied by her 50 million-plus social media followers, could easily have created a brand that capitalized on her fame with mediocre formulas and aggressive marketing. But as a substitute, she tapped a number one chemist and dermatologist to seek the advice of on Rhode, creating a decent lineup of products that were each differentiated and effective. Bieber, who said she spent much of the pandemic learning the ins and outs of skincare, also proved to be an excellent marketer. Glazed doughnut skin became...