Hailey Bieber has a new Rhode launch on the way. In a recent interview with Fortune, the founder confirmed the brand has a new serum in the works with a different focus than anything it has released so far.
“I’m turning 30 in November, and I can definitely say that my needs and skin-care routine have changed since I launched Rhode,” she told Fortune. “When I launched Rhode, it was really focused on hydration and peptides. Now I’m in a space where I need a little more actives.” Cue the upcoming launch. “We have a new serum coming out in January that is more geared towards smart aging,” she said.
A fresh launch from Rhode is noteworthy, given the brand’s deliberately streamlined lineup. “I really am not interested in overconsumption. I think the beauty space is very, very filled as it is, and the whole ethos of Rhode from the beginning was this idea of one of each thing done really well,” Bieber said.
She traced that idea back to wardrobe staples. “That concept for me came from the idea of, you know, your perfect pair of jeans, the perfect white tee, the perfect jacket. Your perfect moisturizer, your perfect lip product,” she explained. “I’m not interested in putting a bunch of stuff out there just to put it out there. I actually want to make things that I need, and I love.”
Bieber didn’t share an exact January launch date, ingredient details or pricing in the interview. We’ll be keeping an eye out for more.
