***Most images in the campaign are by Zhong Lin [***IG].

Rhode Skin, the brand founded by Hailey Bieber, has been making waves in the beauty industry with its natural and effective products. The launch of Rhode Skin has been so successful anecdotally in the business press, that plans to expand into Canada and the UK were accelerated — as Rhode’s London cabs verify. Most images in the campaign are by Zhong Lin [IG].

Nearly 50 per cent of traffic to Rhode’s American e-commerce site is international, even though it doesn’t currently do any active marketing outside of the US.

CEO Melanie Bender, with direct experience in the beauty category, joined in October 2022 and explains that Rhode’s success is mind-boggling. “We crossed the eight-figure [sales] threshold in just 11 days of selling. It’s surpassed anything I’ve ever seen.”

Vogue Business estimated in March 2023 that Rhode Skin had a waitlist of over one-million SKUs across its products. Its core customer is Gen Z, probably driven by price points and Hailey’s own age. But every survey on sustainability and saving our earth indicates that Gen Z cares about ethical products more than anyone.

Yes, this is the Shein customer group as well. But Gen Z cares more than most people about saving the planet.

Bieber’s skincare products are vegan, cruelty-free, and free from harmful chemicals. Rhode's goal is to provide clean and sustainable beauty products to its customers, and they have delivered.

Hailey Bieber's involvement in every aspect of the brand's development has added a personal touch that resonates with fans who admire her effortless yet radiant beauty.

In an earlier review of Rhode’s commitment to sustainability, AOC was very impressed with Bieber’s consistency of approach in her brand’s sustainability checklist. Of all the model and celebrity launches AOC is watching, Rhode feels like it has very deep credentials and is firing on all cyinders.

Rhode’s Glazing Milk

With the launch of Rhode’s Glazing Milk - an ultra-lightweight serum that promises to deeply hydrate and brighten the skin while protecting it from environmental stressors, London cabs are rolling and Rhode Skincare arrives at Selfridges.

The product goes on sale in America on June 15th, at noon East Coast time.

Glazing Milk can be used as a moisturizer or mixed with foundation for a glowing finish. Fans of the product have praised its non-greasy texture and quick absorption into the skin.

Key Ingredients in Rhode Glazing Milk

First and foremost, Glazing Milk Essence contains a powerful blend of antioxidants, including Vitamin C and E, which help to protect the skin against free radicals that can cause damage and premature aging. These antioxidants work together to brighten and even out the skin tone, leaving it looking radiant and youthful.

In addition to antioxidants, the product contains a potent mix of plant extracts such as chamomile and licorice root. Chamomile has anti-inflammatory properties that help to soothe the skin and reduce redness, while licorice root can help to reduce hyperpigmentation and even out the skin tone.

Another key ingredient in the Glazing Milk Essence is hyaluronic acid, which is known for its incredible ability to hydrate and plump the skin. This ingredient can hold up to 1000 times its weight in water, making it a powerful tool in the fight against dryness and dehydration.

Finally, the product contains niacinamide, a form of Vitamin B3 that has been shown to improve the skin's barrier function and increase its resilience to environmental stressors. This ingredient can also help to even out the skin tone and reduce the appearance of fine lines and wrinkles.

In conclusion, the Glazing Milk Essence by Rhode is a skincare product that packs a powerful punch when it comes to hydrating, brightening, and protecting the skin. With a blend of antioxidants, plant extracts, hyaluronic acid, and niacinamide, this serum is the perfect addition to any skincare routine.

Hailey Bieber Is Rich in Assets

Hailey launched Rhode Beauty, providing a significant share of the early funding. London-based One Luxury Group is a strategic investment partner.

As a successful model and celebrity married to Justin Bieber, Hailey has a massive social media presence and “donut glazed skin” for real. This was not an invented marketing claim and many Hailey fans were constantly asking about her skin.

AOC will never call Hailey Bieber a nepo-baby. We’ve seen other celeb kids go nowhere and blow millions. Clearly her background helped her gain access and also the confidence that she could succeed in a super competitive beauty business.

I argue that Hailey Bieber has strong entrepreneurial and business skills. She seems to execute to perfection and is very hands-on. At the same time Bieber is surrounding herself with business talent that may know even more than she does about skincare. Many business egos can’t handle that challenge, but Hailey has multiple sources of business competency around her who really know what they are doing.

It’s very exciting to watch Rhode Skin in motion. ~ Anne