Hailey Bieber is set to make waves once again with the launch of her new product, the Peptide Lip Shape, through her beauty brand Rhode. Slated for release on January 30, 2025, this innovative product blends the concept of lip contouring with skin care benefits, diverging from the traditional notion of lip liners.
The Peptide Lip Shape, priced at $24, promises to redefine the category of lip makeup. Instead of being merely another liner, it’s described by Bieber as being akin to contouring for the lips, allowing for more creativity and less precision. Her fans have been eagerly awaiting this launch, as evidenced by the discussions flooding her TikTok and Instagram pages.
Bieber, who has amassed more than 54 million followers on Instagram, showcased the product recently on social media, using the Peptide Lip Shape to demonstrate its unique approach. "The concept of this whole product is not meant to be a lip liner, it’s actually meant to be a lip contour," Bieber explained, emphasizing how it allows for the application to go beyond the natural lip line, creating fuller-looking lips without the sharp edges typical of common liners.
This new product is infused with skin care ingredients such as peptides and fenugreek extract. The use of these ingredients is intended not only to define the lips but also to hydrate and plump them, making it more than just makeup. “With a face contour, it’s about shaping the face, playing with shadowing, and shaping where you want definition and where you don’t. So, it’s the same concept, but for the lips,” Bieber elaborated.
Bieber has achieved previous success with Rhode, which launched in June 2022. The brand’s ethos focuses on creating products deemed essentials by Bieber herself. Given the hype generated from her platforms, the Peptide Lip Shape is anticipated to follow suit, benefitting from her already famous product lines like the Peptide Lip Treatment.
The product will be available directly on rhodeskin.com and includes 11 diverse shades meant to suit various lip tones—from neutral pinks and soft beiges to rich browns and cool-toned shades. Fans and influencers alike have been eagerly awaiting access, with Bieber noting, "They’re getting mad at me now... They’re like, ‘Stop teasing it until you’re ready to tell us when it’s coming.’" This response from her followers displays the excitement and expectation surrounding her brand’s expansions.
To promote the launch, Bieber has enlisted singer Tate McRae for the latest marketing campaign. This strategy reflects her commitment to not just showcasing her own image but also promoting diversity within her campaigns. “I want people to see campaigns and see themselves in different individuals and different people. Not everybody’s going to see themselves in me,” Bieber explained. This inclusive approach positions Rhode as not just another celebrity beauty brand but as one carving its own identity within the saturated market.
The Peptide Lip Shape also features practical design elements, such as the built-in smudger at the end of the stick, making it easy for users to blend and achieve the desired look without the mess typically associated with lip makeup. The built-in smudger serves to diffuse the color at the lip’s edges, mimicking the 'your-lips-but-better' effect Bieber often aims for. “It’s like if you’re in the back of a car and it’s shaking, you could still get away with getting this on and it not look crazy, because it’s a contour,” she suggested.
Hailey Bieber’s passion for cultivating Rhode reflects not just her business acumen but also her genuine attachment to the brand’s mission. "To see what the customer wants and needs without contributing to overconsumption is so important to me," she emphasized, highlighting her desire to focus on sustainable beauty practices. This philosophy underpins her approach to new product launches and reinforces the brand’s focus on customer desires.
Overall, the introduction of the Peptide Lip Shape signals Rhode’s readiness to expand its imprint on the beauty industry, merging skin care with makeup artistry and responding to the needs of modern consumers. The anticipation surrounding this product suggests it has the potential to become another staple for Bieber's fans and for those seeking versatile, effective lip products.
Rhode’s Peptide Lip Shape will be widely available for purchase on the official website at 9:00 am PT/12:00 pm ET on January 30. Given the history of swift sell-outs of Bieber’s previous launches, interested customers are encouraged to sign up for the waitlist and be prepared for the anticipated demand.