Hailey Bieber’s beauty label, Rhode, is making a significant leap with its latest summer collection. The brand, founded in 2022, has introduced its first-ever bronzer range along with new makeup products, limited-edition accessories, and an international tour, signaling its expansion beyond its original skincare focus.
Central to this launch is Pocket Bronze, Rhode’s inaugural bronzer, offered in eight shades with a cream-based formula. This addition marks a notable step in the brand’s gradual move into color cosmetics. Alongside the bronzer, Rhode is releasing Highlight Milk, a new luminizer designed to create the signature glazed, radiant finish that has become synonymous with the brand.
The collection also features new shades of Peptide Lip Tint, additional lip contour products, and a set of summer-themed accessories. What started as a minimalist skincare line has quickly transformed into one of the beauty industry’s most closely watched success stories. Rhode has cultivated a loyal following through viral product launches, social media-driven marketing, and Bieber’s influential presence, helping it stand out in the crowded celebrity beauty market.
Speculation about the new collection began weeks ago when fans noticed unfamiliar products in behind-the-scenes images from Bieber’s Met Gala preparations. Many of those mystery items have now been confirmed as part of this summer launch.
This expansion comes amid rapid growth for Rhode. The brand was acquired by e.l.f. Beauty last year in a deal valued at up to $1 billion and has since broadened its global reach through new retail partnerships and product categories.
In a significant development, Rhode is taking its summer campaign on the road with a traveling activation across cities in the United States and Europe. This tour will offer customers access to products, exclusive merchandise, and in-person experiences related to the collection, reflecting a strategic effort to strengthen the brand’s presence beyond social media and online sales.
For Rhode, this launch represents more than just new bronzers and lip tints. It signals the evolution of Bieber’s beauty venture into a global lifestyle brand, driven by innovative products, international expansion, and increasingly ambitious marketing initiatives that continue to build its momentum.
