From model to professional businesswoman. That’s the transformation model Hailey Bieber went through. Find out more on the pages of losangeleska.
‘My philosophy for the brand, and the ethos for me, is to make one of everything really good — it’s those staple products you keep going back to’, the model said at the launch of her cosmetics brand Rhode.
Where did Hailey Bieber’s business start?
The transition from model to entrepreneur was both a natural progression and an unexpectedly exciting stage of life for Hailey Bieber. As a child, she took ballet lessons. The girl grew up watching her mother and grandmother taking care of their skin. She began her modeling career at the age of 17. At just 18, she was invited to take part in Ralph Lauren’s summer advertising campaign. Over the past eight years, she’s successfully signed deals with Jimmy Choo, Tommy Hilfiger, Yves Saint Laurent and dozens of other major high fashion houses. Hailey has spent years promoting other people’s brands, but when the coronavirus pandemic hit in 2020, she realized it was time to consider her long-term career goals. She aspired to accomplish more than just a successful modeling career.
Who helped the model create her unique cosmetics formulas?
The model’s own journey to healthy skin inspired her to develop products that really work and are accessible to everyone. Rhode is committed to creating products based on scientific knowledge and superior formulations that streamline the complex processes and narratives behind effective skincare. She engaged the services of Ron Robinson, a cosmetic chemist with three decades of experience at renowned companies like Clinique, La Mer, Revlon, and his own Beautystat, to help develop her brand’s products. The business founder also hired Lauren Ratner to lead the implementation of marketing strategies. The dermatologist on the team was Dr. Dhaval Bhanusali.
All Rhode cosmetics are vegan and not tested on animals. For Hailey Bieber, ‘doing it right’ means not cutting any corners when it comes to developing skincare products. The Ratners and Robinson emphasized that the process of approving the peptide solution formulation involved a meticulous 17-stage journey of adjustments and modifications to meet the model’s exacting standards.
Hailey’s beauty products are fragrance-free, all products are translucent, and have a simple but effective list of ingredients. For example, the fluid contains niacinamide, a form of vitamin B that fortifies the skin’s protective barrier, reduces pore size, and shields against UV harm and irritation. This product also contains peptides, hyaluronic acid, glycerin and squalene. It took two years to perfect the formula, with Hailey trying out over a dozen different versions before landing on the final one.
Cost is of equal importance. Each item from the brand is priced at a maximum of $30. Ultimately, Bieber believes it is pointless to pay extra for quality cosmetics. To promote her brand, Haley took a nude photo in the bathroom. The model posed naked in front of the camera, enjoying a bath in a bathtub with a scenic view of the garden. In addition, Hailey Bieber shared a photo of herself in a “nude” bra, with her breasts covered in passion fruit.
The model used her social media platform to share these photos to promote her cosmetics brand, Rhode. In this way, she introduced the public to her latest product, a lip balm infused with passion fruit peptides.
The model expressed her sincere hope that the skincare line’s products will become an essential part of your daily routine, whether it’s in the bathroom or while traveling. She believes that over time, these products will enhance your skin and keep it nourished and hydrated, bringing you joy and satisfaction.
In just two years, Hailey Bieber’s personal cosmetics brand has exceeded all expectations
In 2020, supermodel Haley Bieber took a leap and established her own cosmetics brand. Fast forward to 2022, she proudly announced that revenue from her line of creams and fluids was nearing an impressive eight-figure amount. The demand for her branded products surpassed all expectations, with a staggering 700,000 customers eagerly joining the waiting list for the three products. As soon as the product line was replenished, it flew off the virtual shelves at an astonishing rate of 36 items per second.
It’s obvious that Hailey Bieber’s status and influence among young people, Hailey Bieber was able to create a positive impression of her brand even before its launch. Her popularity and reputation as a model and influencer in the fashion industry naturally sparked curiosity and captured the attention of her audience. Those who already had a positive perception of Hailey were naturally inclined to view her brand with the same level of admiration and intrigue.
However, Rhode is not Hailey’s first attempt to start her own beauty business. She’d already applied to register the Bieber Beauty cosmetics brand. But the US Patent and Trademark Office rejected it in 2019 because Justin Bieber, Hailey’s husband, already had a similar name for a cosmetics line back in 2010.
The model also thought about Dew Beauty, Dewy Beauty, HRBeauty, and HB Beauty by Hailey Bieber, but as we can see, the choice fell on Rhode, which means the model’s middle name. After all, her full name is Hailey Rhode Bieber. Before launching the entire brand, Hailey already had experience working with beauty brands. She launched a makeup collection with the Australian cosmetics brand ModelCo and was an ambassador for L’Oréal Professionnel.