Hailey Bieber has taken the beauty world by storm as she debuts Harris Dickinson as the first male campaign model for her brand, rhode. This groundbreaking move marks a significant step for the brand, which until now had exclusively featured female models since its launch in 2022. Dickinson, known for his role in Babygirl and his upcoming appearance in The Beatles biopic, stars alongside Bieber in the latest campaign showcasing the new hydrating Glazing Mist set to hit the market on June 24.
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In an exclusive interview with WWD, Bieber expressed her admiration for Dickinson’s work and how she believed he would perfectly embody the vision she had for the campaign. The black and white images from the campaign feature Dickinson adorned with droplets of Glazing Mist, creating a unique and chic look that captures the essence of the rhode brand. Despite rhode’s reputation for milky formulas, Bieber aimed to steer clear of any gimmicks and instead create a sleek and sporty aesthetic that resonates with her brand’s ethos.
Bieber clarified that Dickinson’s involvement in the campaign does not signify the launch of a men’s skincare line but rather aims to broaden the brand’s appeal to a diverse audience. She emphasized her desire for rhode to be inclusive and welcoming to all individuals, regardless of gender, seeking quality skincare products with a touch of luxury. By incorporating Dickinson into the brand’s imagery, Bieber aims to create a sense of belonging and representation for everyone who connects with the brand.
The collaboration between Bieber’s rhode and e.l.f. Beauty, under a monumental $1 billion deal, marks a significant milestone for the brand. Despite only launching in 2022 with four initial products, rhode has rapidly expanded its reach and visibility in the beauty industry. Bieber, who will continue to lead as the founder and chief creative officer of rhode, expressed her excitement about the acquisition and the opportunities it presents for the brand’s future growth and global expansion.
A source close to Bieber shared insights into her perspective on the acquisition, highlighting her pride in how far rhode has come and her optimism about the collaboration with e.l.f. Beauty propelling the brand to new heights. The strategic partnership with e.l.f. Beauty is seen as a testament to the brand’s success and potential, with Bieber’s innovative vision and e.l.f.’s resources set to drive further success for rhode in the competitive beauty market.
With Bieber’s unwavering commitment to creating a brand that caters to diverse audiences and provides top-notch skincare solutions, the future looks bright for rhode. As the beauty industry continues to evolve, Bieber’s strategic decisions and creative initiatives position rhode as a frontrunner in delivering high-quality skincare products with a touch of sophistication and inclusivity. Stay tuned for more exciting developments from rhode as it embarks on a new chapter of growth and innovation under the e.l.f. Beauty umbrella.