Hailey Bieber: 'I Don't Want To Be A Brand That's Afraid Of Standing Up For What's Right'

For someone whose aesthetic can be conveyed simply via a glazed donut emoji, Hailey Bieber's approach to skincare is refreshingly intentional. Having founded her own line, Rhode, in 2022, the model and self-proclaimed skincare fanatic is determined to cut through the homogenous throng of celebrity beauty brands.

With an edit of just three barrier protecting products all priced under £30, a commitment to transparency across both formulas and packaging ('100% honest, no BS'), and a singular aim to give everyone, regardless of age or skin concern, the elusive Bieber glow, Rhode is successfully doing just that.

In fact, they're doing a little more. In a sea of A-list companies sitting comfortably (and quietly) on political sidelines, Rhode isn't afraid to enter the conversation. Between the glazed skin pictures and peptide lip balms are Instagram posts championing women's issues from abortion care to the gender pay gap; causes the brand meaningfully supports outside of social media as well.

Now, it's coming to the UK. Nestled in a suite on a surprisingly sunny day in London, turmeric latte in hand, we caught up with Hailey herself to talk celebrity brand fatigue, magic spot erasers and why you'll never find the words 'anti-ageing' on her products...

You have incredible skin, tell us your go-to tips for getting your glow.

'I feel like my approach is very much less is more, I don't think it takes a whole lot to have great skincare routine. I think even if you accomplish just washing your face, that's better than nothing.

'I've struggled with perioral dermatitis that can get really flared up. It's really hard to narrow down what triggers it, so it's quite a tricky thing. For me it could be anything from diet or, you know, not clean make-up brushes, or the weather that triggers it. Seeing a dermatologist is the best thing to do. Sometimes it goes beyond what you can do yourself, sometimes you need prescription strength skincare and a professional to walk through it with you.'

If last year was all about the glazed donut, what skin finish are you loving for 2023?

'I'll never depart from wanting that glazed glowy dewy skin, I feel like it's so fresh and natural. I definitely love that kind of like blushing flushed vibe. On a day to day basis if I wake up and do my skincare routine, I'll put my SPF on and then I'll just put on a pinched looking blush, brush up my eyebrows and use the Rhode Peptide Lip Treatment.

'I like things that are just easy, and take 5 or 10 minutes to do and then you can be on your way. I need things that are quick, I get impatient with myself!'

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There’s been some backlash to celebrity beauty brands, why do you think this is?

'People are fatigued with celebrity beauty brands. I think sometimes people feel like that particular celebrity isn't necessarily passionate about the brand they're launching - I went into Rhode knowing that, and I get it.

'For me, the authenticity behind the brand has to be there. I'm very, very passionate about skincare. I'm very committed to my routine and to maintaining my skin's health and I feel like I've been really transparent with people about that. I never want to gatekeep, I always want to be somebody that can share what they're using, what they're into, what works, what doesn't.

'My hope was always that if you took me out of the brand, or maybe somebody just didn't know that it was my brand, that they would just fall in love with the products themselves regardless.'

Rhode describes itself as ‘100% honest, no BS’- what does that mean to you?

'When we were making all of our plans for Rhode, I wrote down what I wanted the pillars of the brand to be, and transparency was one of the biggest ones. I'm involved from start to finish with every step of the goop that's inside the bottles. I'm super particular and picky about what I'm putting on my face and how it feels and what it does and it can take a lot of tries to really nail it. When we finally approved the Barrier Restore Cream, it was version 17.

'I'm the type of person where I'd rather miss a, quote unquote, deadline to make sure that the product is actually as good as it can be. We have a big product development group chat where they'll message me saying, "So any feedback?" and I'm like, "It's not right yet. *Skull emoji* *skull emoji* *skull emoji*, sorry, push it to 2024."

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Rhode openly supports voting and abortion care, why is it important for your skincare brand to be politically vocal and support women's issues?

'I don't want to be a brand that's ever afraid to stand up for what's right, what we believe in, what I believe in. I'm super passionate about encouraging my generation and young people to speak up and use their voice. I speak up a lot about the things that really matter to me - voting being one of them. I feel like it wouldn't be authentic if I didn't bring that over into Rhode.

'I want the Rhode Futures Foundation to be a support for women in the areas that most need it. We're gonna continue doing that. If that's not your vibe, we're not the brand for you.'

You've spoken previously about social media comparison culture - where are you at with it now?

'As humans, I think we all struggle with comparing ourselves. We all have insecurities and I think sometimes social media can can heighten those insecurities. I saw this quote the other day that I really loved, "Comparison kills personality." I love that because it's so true, it makes you think that you have to be someone else or something else, when really your individuality is so special and important. That's something that I try to focus on and I think that helps me stay in a good space.'

What’s your personal approach to ageing and skincare?

'I totally understand how the culture of anti-ageing can make you feel bad. It definitely does. It definitely can. That language is definitely not going to be part of our vocabulary at Rhode. Our products are about skin health at any age. I believe in embracing ageing - I don't think the goal should be to continuously look younger.'

If you could create any Rhode product what would it be and why?

'If there was a mask or a treatment that you could put on and overnight, by the morning, any pimple you had was completely gone, like magic, that would be pretty brilliant. Like a magic eraser for pimples. Who wouldn't want that? I'll do my best to make one!'

ELLE Edit: Rhode Skincare

Rhode Peptide Lip Treatment

£16 at rhodeskin.com

Rhode Peptide Glazing Fluid

$30 at rhodeskin.com

Rhode Barrier Restore Cream

£95 at rhodeskin.com

Rhode The Rhode Kit

$96 at rhodeskin.com