Hailey Bieber’s Rhode Launches Peptide Lip Shape, Redefining Beauty

For Hailey Bieber, founder and creative director of Rhode, the brand has always embodied a “less is more” philosophy—curating a collection of skincare and beauty essentials designed to simplify routines, maximize impact, and make beauty fun.

With Rhode’s newest product launch, the brand is doubling down on lips and color cosmetics, by continuing to build out the lip category that it already consistently dominates.

I spoke with Bieber about the brand’s latest launch, Peptide Lip Shape, why it’s a natural next step for the skincare-first brand, and how Bieber is leaning into cultural moments to expand Rhode’s influence in beauty.

“What led to this launch is the same thing that inspires all of my products—creating something essential for my daily routine,” Bieber shares. “I’m someone who does a lip combo every day. But I didn’t want this to be a traditional lip liner. It’s not about precision or perfectly lining your lips—it’s about play and creativity.”

‘Play’ and ‘creativity’ are two key terms that have always been infused in the beauty brand since launching in June 2022.

Rhode debuted with its skincare essentials, before expanding with Peptide Lip Treatments, Peptide Lip Tints and Peptide Pocket Blush. To be clear: while Rhode plays in the cosmetics world, it will always be a “skincare-first” brand, whose ethos ensures that every product includes efficacious, high-performance, natural ingredients.

It’s more than lip service: each product features ingredients that underscore the brand’s skincare philosophy.

Since Rhode’s debut, the brand has seen rapid success, driven by Bieber’s instinct and connection with customers. According to consumer data firm Spate, monthly Google searches for ‘Rhode Beauty’ have grown by 66.9% in the past year alone.

And if previous patterns are any indication, we can assume that excitement around Peptide Lip Shape will be met with the same fever pitch, when it launches January 30 on rhodeskin.com (at 9am PT / 12pm ET).

Bieber explains that Peptide Lip Shape is inspired by the concept of contouring. “With contour, you can shape and structure your face. I wanted to bring that same playful approach to lips—experimenting, going beyond the lines, and creating a fuller, pillowy look that still feels natural.”

With a creamy formula and built-in smudging tool, Peptide Lip Shape makes it easy to diffuse color for a natural, contoured effect. The glide-on liner sculpts and defines the pout while rejuvenating it for a plump appearance. The product will be available in 11 shades, each named after movements like “Lift,” “Press,” “Stretch,” and “Twist.”

“At Rhode, we’re always focused on creating multifunctional products,” Bieber says. “Peptide Lip Shape is both a lip liner and a contour in one, and it’s super easy to use—perfect for throwing in your bag and shaping lips on the go.”

Key ingredients include peptides to boost hydration and smoothness, and fenugreek extract to enhance lip volume and firmness. True to Rhode’s values, the formula is cruelty-free, vegan, gluten-free and dermatologist-tested.

The “on the go” aspect is another critical component for Bieber, whose products don’t require a brush and whose compact packaging (shoutout to Pocket Blush) makes it easy to bring everywhere and apply.

In the case of Peptide Lip Shape, it’s further proof that liner has emerged as the main character of one’s makeup routine: the beauty of Lip Shape is that it’s blendable and works overtime as both a liner and lipstick.

It can even be combined with any other cosmetic product in Rhode’s lineup, from glossy tints to the creamy Pocket Blush, which also doubles as a lip stain.

Bieber likens Rhode’s approach to creating a skincare and beauty wardrobe. “It’s like building a closet of essentials—a great leather jacket, a pair of jeans and a white T-shirt, for example. I think about what I absolutely can’t live without and design products that are as essential to me as those wardrobe staples.”

Named among Forbes’ “30 Under 30” in 2023, the dancer and model turned founder is always flexing her entrepreneurial muscle.

“What makes me proudest is building something for the individual and the customer who wants to be part of the world of Rhode,” Bieber says. “I want people to have great experiences with the products, and when we achieve that, it’s the most rewarding feeling.”

The innovation and allure of Peptide Lip Shape come to life in its fashion-forward, ‘90s vibe editorial campaign, starring singer and dancer Tate McRae (as well as models Yoon Bae, Anyier Anei and Mahi Kabra). The visuals highlight Rhode’s ethos, creating a world of aspiration that’s elevated and most importantly, accessible.

I like to consider “aspiration” as the new buzzword (replacing “authenticity”), and Rhode embodies this notion. It’s about building a world where fans, consumers and community members want to belong—whether that means having a few key products in their arsenal and “Get Ready With Me” routines, or simply feeling inspired by Bieber’s skincare and makeup techniques.

For Rhode, success lies in crafting a visually rich, aspirational universe that remains grounded by accessibility and inclusivity.

Rhode has proven its ability to create products people didn’t know they needed—until they did. From the viral Strawberry Glaze Peptide Lip Treatment, to the disruptive Lip Case (the first-of-its-kind phone case with a built-in lip tint holder), Bieber and her team continue to deliver products that seamlessly blend functionality, innovation and desirability.

“Innovation is so important to me,” Bieber says. “I don’t want to create things that are already out there. I want to offer a fresh perspective—products that feel different and deliver an experience people haven’t had before.”

The launch of Peptide Lip Shape is no exception. With its emphasis on playful, effortless application, Rhode is flipping the script on traditional color cosmetics. Bieber sums it up: “It’s about coloring outside the lines, having fun, and feeling inspired. That’s the world of Rhode.”