“Everybody is on a journey with their skin and their beauty; my beauty philosophy has developed so much—even in the past two years, it’s evolved,” says Hailey Bieber. “I’ve realized that, for me, more subtle is better, and less is kind of more.”
A lot has changed for the star since she shared her tips on achieving a California glow with Vogue for her first Beauty Secrets video in 2018. Now, with the launch of her beauty line Rhode, the model can claim a new title: entrepreneur. “This is a curated assortment of essentials,” she tells Vogue. “I wanted to create effective formulas that are good to go back to—accessible and affordable.” The brand launches today with three offerings—a serum, lip treatment, and rich cream—all centered around the restorative properties of peptides, housed in packaging inspired by Brazilian architect Oscar Niemeyer’s work.
“The most important step to me [in a routine] is always is the skin-care prep,” Bieber says. “I think it really helps with the way your makeup turns out and the way your makeup sits on the skin.” She’s been a skin-care fanatic since she got her start in the industry as a teen, and after years of lending her face to brands and campaigns, the experience of creating her own collection from scratch has been a rewarding one. Bieber worked with experts like cosmetic chemist Ron Robinson and celebrity facialist Joanna Czech to refine the Rhode formulas.
As someone with dry, sensitive skin, Bieber’s own regimen is centered around hydration. She starts with a toner followed by Rhode’s Peptide Glazing Fluid, featuring a blend of niacinamide, hyaluronic acid, and marula oil. She taps more of the fluid under her eyes and sets it with Dieux Skin’s reusable eye masks.
Onto glam, she mixes Chanel foundation with a pump of her trusted serum-gel, which she blends along her face and neck with her hands—a trick she learned from makeup legend Pat McGrath backstage at fashion shows: “I know a lot of people are weird about using their hands for makeup, but I just feel like I don’t get as nice of a natural finish when I don’t do it this way.” Next, she spot conceals with the Kosas Revealer Concealer and shares a TikTok discovery: drawing concealer from the outer lip corner to the jawline below the cheekbones. “Placing it there definitely makes a big difference—I feel like it gives you a lifted, more sculpted look,” she notes. For a soft focus contour she uses the Tom Ford Shade and Illuminate palette beneath a baby pink blush duo.
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