Rhode’s biggest launch yet? Hailey Bieber unveils major summer expansion

Hailey Bieber’s beauty brand Rhode is making one of its biggest moves yet.

The celebrity-founded label has announced a sweeping summer collection featuring its first bronzer range, new makeup products, limited-edition accessories and an upcoming international tour, signalling that Rhode is continuing to grow far beyond its skincare beginnings.

View this post on Instagram

A post shared by rhode skin (@rhode)

At the heart of the launch is Pocket Bronze, Rhode’s first bronzer product since the brand was founded in 2022. The cream-based formula arrives in eight shades and marks another step in Rhode’s gradual expansion into colour cosmetics. Alongside it, the company is introducing Highlight Milk, a new luminiser designed to deliver the glazed, glowing finish that has become synonymous with the brand.

The release also includes new Peptide Lip Tint shades, additional lip contour products and a collection of summer-themed accessories.

What began as a minimalist skincare brand has evolved into one of the beauty industry’s most closely watched success stories. Rhode has built a devoted following through viral product launches, social media-driven marketing and Bieber’s influence, helping it stand out in an increasingly crowded celebrity beauty market.

Fans first started speculating about the latest collection weeks ago after eagle-eyed followers spotted unfamiliar products in behind-the-scenes images from Bieber’s Met Gala preparation. Several of those mystery items have now been revealed as part of the new launch.

The summer collection arrives during a period of rapid growth for the company. Rhode was acquired by e.l.f. Beauty in a deal valued at up to $1 billion last year and has continued expanding its global footprint through new retail partnerships and product categories.

The brand is also taking its summer campaign on the road.

Rhode has announced a travelling activation that will visit cities across the United States and Europe, giving customers access to products, exclusive merchandise and in-person experiences tied to the collection. The initiative reflects a wider push to strengthen the brand’s presence beyond social media and online sales.

For Rhode, the launch is about more than bronzers and lip tints.

It is another sign that Bieber’s beauty venture is evolving into a global lifestyle brand, with new products, international expansion and increasingly ambitious marketing efforts helping fuel its momentum.