Rhode expands into five European markets, launches first makeup product

Launched in June 2022, model and entrepreneur Hailey Bieber’s beauty brand, Rhode, continues its rapid growth. Specializing in skincare cosmetics, the minimalist brand announced via its Instagram account, which boasts over 863K followers, its entry into a new product category and expansion into five new European markets.

Conceived as a brand for basic and hydrating facial care products with vegan and skin-friendly formulations suitable for all skin types, Rhode offers a simple and affordable range of creams for skin preparation, deep hydration, and recovery.

Rhode’s minimalist product line, all priced at 35 euros, owes much of its success to the media appeal of the company’s founder and its strong presence in social media tutorials, trends, and hashtags.

According to Forbes, one of the latest products promoted by the American model in collaboration with organic food specialist Erewhon Market, a smoothie called ‘Strawberry Glaze Skin’ continues to sell approximately 1,500 units daily. Hailey Bieber’s influence makes her loyal followers fall for the photogenic pink smoothie, priced at $18.

To expand its lip care offering, the company led by CEO Melanie Bender has developed its star product, a peptide-based lip balm already available in transparent vanilla or caramel flavors, into its first venture into makeup with four autumnal shades, from dusty pink to dark brown. These lipsticks will be available for 20 euros starting from September 28.

Shipping to Spain, France, Germany, Italy, and Ireland

This date will also mark Rhode’s entry into five new European markets, after opening its shipping to the UK and Canada last March. Rhode’s products will be available through its online store in Spain, France, Germany, Italy, and Ireland. Fans of the brand can already join a waitlist on the website.

“This launch brings us one step closer to sharing our products with as many people as possible. We look forward to continuing our journey with all of you,” the brand announced. Financial data for the brand has not been disclosed.

According to industry sources, the brand’s next move should involve signing an agreement with a retailer to secure international physical distribution, similar to other celebrity brands like Selena Gomez’s Rare Beauty or Rihanna’s Fenty Beauty.