Ultra-hyped drops are usually reserved for things like sneakers or Taylor Swift tickets. But in the case of Hailey Bieber’s Rhode skincare line, fans are (virtually) lining up for restocks on peptide-packed moisturizers and lip products to the point that they sell out in minutes. Even Kim Kardashian shared that she had to call in a favor with Bieber herself to get ahold of the Peptide Lip Treatment.
“It’s overwhelming in the most positive way,” Bieber says of the brand’s success. “This has far exceeded my hopes and expectations.” The challenge is simply keeping up with the demand. “I really want to keep people excited and keep that momentum.”
For the first time since its June launch, Rhode is adding a new product to the mix. In honor of her birthday, Bieber is launching a limited-edition vanilla cake Peptide Lip Treatment. And what would the holiday season be without a gift set? So the brand is also launching the Birthday Duo, featuring the new lip treatment along with the Peptide Glazing Fluid, a.k.a. Bieber’s shortcut to her famed glazed donut skin. Both launch on Bieber’s birthday, November 22 (specifically, at 11 a.m. ET—mark your calendar now), and given the brand’s history with restocks, it is sure to sell out before she even blows out the candles.
Ahead of the new drop, Bieber speaks to BAZAAR.com about the inspiration behind the new scent, all things glazed donut beauty, and what she has planned for the holidays.
When we last spoke about Rhode, you mentioned loving nostalgic scented lip products. Was there a specific inspiration behind the vanilla cake flavor?
I’m always gravitating towards vanilla, or vanilla with some sort of filling. So that’s what led me to the idea of classic, yummy vanilla cake. When I picked this flavor, I was thinking about when would be the right time to launch, and would it be kind of fun if it was a limited flavor, and that’s what led me to want to do it for my birthday.
Everybody’s been so supportive and patient with Rhode, and we’re not at the place where we’re ready to launch a brand-new product, per se, so I really wanted to put something out there that was going to get people excited. We did a different color packaging, so it’s this cream-colored bottle with pink and the pink box. It’s the first birthday that I’m celebrating since Rhode has launched, and I wanted to do something that felt fun and festive, and would commemorate this time.
Your glazed donut nails have been the nail trend of the year. But I see you have dark nails on today …
I just felt like I needed to take a break, because I was going glazed donut nails every single day for, like, six months straight. Then we were getting into the fall, and I was like, “I think I just want a black manicure. Dark tones—dark purple, dark red, dark brown.” But I definitely will bring it back.
For the record: You’re not over the glazed donut nail yet, then?
No, I will never be over them. I think the glazed donut nails work all year round. You could probably do it with any color you want. I was getting my nails done the other day, and my manicurist Zola [Ganzorigt] was like, “We should try the pearl on the black and see how it looks!” We tried it, and it looks so cool. But I was like, “I’m just not ready to jump back into it yet.” But honestly, my birthday nails will probably be glazed donut. She’ll be back.
Are you planning any fun holiday manis?
I’m going somewhere warm for the holidays, so I feel like when you’re somewhere warm, you want to do a spin on the holiday manicure. So I’ve been trying to figure out what that might look like, because I want it to feel good for Christmas and New Year’s.
Say you have 15 minutes to get ready for a holiday party. What products are you putting on?
It’s really funny because usually I do my makeup in five, 10 minutes anyway. I like things that are easy to use and multipurpose. If I was rushing out the door, I would definitely use a little brow gel, a little mascara, and then some form of a berry blush on the cheeks, and then I’d probably use the same color on the lips, and swipe a little Peptide Lip Treatment.
What’s on your holiday shopping list this year?
I feel like you can never go wrong with a cozy blanket, a great pair of cashmere socks, or a big yummy sweater that you’ll have forever. I definitely might be dipping into [Gigi Hadid’s cashmere line] Guest in Residence for some holiday gifting this season, because all of that is so perfect for cozy gift giving.
Finally, in honor of the new lip treatment flavor, what’s your favorite cake—vanilla or otherwise?
I really love a cupcake from Magnolia Bakery. Anything that’s vanilla-on-vanilla or vanilla with a spice, like cinnamon. Or one of my favorite desserts ever in life is sticky toffee pudding. It’s perfect for this time of year. Anytime I go to London, I have to find a great sticking toffee pudding.
The limited-edition vanilla cake Peptide Lip Treatment and Birthday Duo will be available November 22 at 11 a.m. EST online at rhodeskin.com.
You Might Also Like