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Hailey Bieber on Celebrity Partnerships, Balancing Motherhood and What’s Next for Rhode

Hailey Bieber on Celebrity Partnerships, Balancing Motherhood and What’s Next for Rhode featured image
Getty Images / John Shearer

It’s no secret that Hailey Bieber’s Rhode Beauty has become a major success. From her highly anticipated Barrier Butter announcement to cult favorites like the silicone bubble case and her new must-have Pocket Blush, there’s certainly no shortage of beauty essentials. But beyond product drops, it’s always refreshing to hear directly from the founder herself. In a recent interview with WWD, Bieber opened up about everything from choosing celebrity partnerships to balancing motherhood with running her beauty empire—and we’re breaking down the key takeaways from their conversation, ahead.

On choosing Claudia Schiffer as the face of Barrier Butter…

“I really wanted to use someone who transcended several different generations and demographics,” Bieber said of her decision to make supermodel Claudia Schiffer the face of Barrier Butter, which launches October 28. “When I think of Claudia, the iconicness is just immediate, plus her reach and impact on so many different age groups. She’s somebody that I’m a big, big fan of. I’ve been inspired by her as a model and her imagery has been on several of our Rhode mood boards since we started.”

On finding balance as a new mom and entrepreneur…

Hailey and her husband, Justin, welcomed their son, Jack, in August, and while she affectionately refers to Rhode Beauty as her “toddler” in a recent interview with WWD, she’s embracing a balanced approach to motherhood and entrepreneurship. “I’m only doing what feels comfortable for me physically, mentally, and emotionally,” she shared.

On what’s next for Rhode…

When asked about her plans for the future of the brand, Hailey told the outlet, “she wants to expand the skin care range by toying more with the color category and integrating them into one.” And it sounds like there are more lip phone case-adjacent products on the way. “I would love to continue playing in the world of tech merch—like the lip phone cases,” she said.

On accepting mistakes and moving forward…

“Mistakes are going to happen” and “there will be bumps in the road, which are out of your control, but you need to pivot, run, and work with them as they come,” Hailey shared. A recent example of this was when TikToker Golloria George swatched the brand’s Pocket Blushes and pointed out they weren’t made with darker skin tones in mind. Bieber responded quickly, reformulating the blushes with her team, and George praised the brand for stepping up.

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