Hailey Bieber is setting the summer beauty scene ablaze with the launch of her latest Rhode collection, marking a significant leap for her brand as it steps confidently onto the global stage. On July 14, 2025, the 28-year-old model and entrepreneur unveiled a sun-soaked morning routine video on TikTok, celebrating the release of Rhode’s new Lemontini Peptide Lip Tint and accompanying summer products. The video, shot outdoors under natural sunlight, captures Bieber’s effortless glow, perfectly complemented by the backdrop of Justin Bieber’s fresh track "Daisies" from his recently released album Swag.
In the clip, Hailey sports a vibrant green-and-yellow Brazilian flag–inspired string bikini paired with a sheer yellow vintage Fendi ruffled long-sleeve cover-up, embodying quintessential summer vibes. She starts her routine with Rhode’s Glazing Mist, a hydrating spray priced at $30, followed by an application of an unreleased bronzer that contours her cheekbones, jawline, and temples. A light layer of concealer is then blended in, sealed with a second misting of the Glazing Mist to lock in the dewy finish.
Her eye makeup features a soft, warm taupe shadow blended with a fluffy brush, enhanced by a touch of liquid shimmer applied with her fingertip. She carefully shapes her brows using a spoolie brush and adds delicate faux freckles using her favorite Beaubble pen, retailing at $22. To achieve her signature sun-kissed flush, Hailey applies one of Rhode’s two new Pocket Blush shades, Tan Line, a pinky tan hue priced at $24, blending it in with her finger for a natural finish.
The lip look is a standout, sealed with a combination of the Peptide Lip Shape in Twist ($24), Make Up For Ever’s Wherever Walnut ($24), and topped with the newly launched Peptide Lip Tint in Lemontini ($20). This shimmery gold gloss, described by Rhode as a "sheer gold gloss that smells like a sweet, citrusy lemon cocktail," officially debuted on the same day on rhodeskin.com, accompanied by a matching yellow Phone Case priced at $38. The lip gloss’s fresh formula features enhanced texture and longevity, a response to customer feedback, ensuring a smoother, lasting wear.
Justin Bieber’s involvement adds a charming touch of celebrity synergy, with the pop star giving a nod to the duo in the opening line of his new single "Go Baby": "That’s my baby, she’s iconic / iPhone case, lip gloss on it." The couple, who welcomed their first child Jack Blues in August 2024, also posed together for the cover art of Justin’s seventh studio album, Swag, further cementing their status as a power couple in both music and beauty.
Beyond the TikTok launch, Hailey and Justin brought Rhode’s global ambitions to life by hosting a select group of influencers in Mallorca, Spain. The event, held in a luxurious villa costing $29,000 per week, marked Rhode’s official step into the international beauty arena. The Mediterranean retreat, boasting six bedrooms, six bathrooms, a gym, wine cellar, pool, and hot tub, provided an idyllic setting for the brand’s expansion. A source close to the couple told PEOPLE, "Hailey was excited, but also nervous. She loved having Justin there. He knew this was the biggest deal for her. He's super impressed by how far Hailey's taken Rhode and how focused she's on growing right now."
Rhode’s rise has been nothing short of meteoric, especially on social media platforms like TikTok, where the brand’s minimalist packaging and peptide-packed formulations have captured the attention of beauty enthusiasts worldwide. Known for products that deliver a radiant, glowing complexion—think glazed donut skin and the strawberry girl makeup trend—Rhode has become synonymous with natural, fresh-faced beauty.
However, Rhode's popularity has also highlighted accessibility challenges, particularly in markets like Australia, where the brand does not currently ship. To address this gap, beauty editors have compiled lists of Rhode-inspired dupes, recommending alternatives that mimic the brand’s signature products. For example, Merit Blush Balm ($48) is suggested as a dupe for Rhode’s Pocket Blush, while Dior Addict Lip Glow Treatment ($65) stands in for the Peptide Lip Tint. Other recommended alternatives include Pep Up Peptide Lip Treatment ($16.99) and Blur Liner ($34) for lip contouring, along with Moon Juice Plump Jelly Serum ($98.21) and Beauty of Joseon Glow Rice Milk ($39) for hydrating skin care. These dupes ensure that fans outside the U.S. can still chase the coveted Rhode glow without waiting for international shipping.
Hailey’s latest collection also introduces two new Pocket Blush shades: Tan Line, a delicate pinky tan that taps into the summer bronzing trend, and Sun Soak, a spiced orange tone that complements sun-kissed skin. These additions, along with the Lemontini gloss and the matching Summer Lip Case, priced at £38, round out the vibrant summer palette. For consumers looking to bundle their favorite products, the Summer Kit offers a curated selection of essentials—including the Glazing Mist, a Pocket Blush (choice of Tan Line or Sun Soak), and the Peptide Lip Tint in Lemontini—for £74, a value-packed set worth £102.
The launch has already generated buzz, with beauty fans eagerly snapping up the limited-edition Lemontini gloss, predicted to sell out within hours. The new formula’s smoother, longer-lasting texture has been particularly well received, reflecting Hailey’s commitment to listening to her customers and refining her products accordingly.
As Rhode continues to grow, Hailey Bieber’s blend of celebrity influence, entrepreneurial savvy, and authentic passion for skincare is driving the brand’s success. The combination of innovative products, strategic global launches, and a devoted fanbase positions Rhode as a formidable player in the beauty industry’s competitive landscape. With Justin Bieber’s musical backdrop and their family milestone adding a personal touch, this summer truly belongs to the Biebers and their radiant Rhode empire.
