Just a year after its inception, Hailey Bieber’s Rhode skincare brand is set to make waves once again. On its first anniversary, June 15, Rhode will unleash its innovative Glazing Milk – a facial essence priced at $29 USD that promises to revamp skincare routines by offering enhanced hydration and support for the skin’s natural barrier functions.
This ground-breaking release will be Rhode’s first new product since the direct-to-consumer brand made its entrance last June, with an initial line-up of five products. The range included a serum, a moisturizer, and a lip treatment available in three enticing flavors, all available at an affordable price point below $30 USD.
Glowing, instant, and delightful, are the words Bieber uses to describe the essence of the milky solution, as revealed in a recent TikTok video. The Glazing Milk is poised to become a must-have item in the beauty arsenal, as it stands out for its lightweight feel and nourishing effects.
Bieber shared her insights with Vogue, “The goal was to create a product that felt like a soothing bath for the skin. The milky texture allows for an immersive experience that melts into the skin effortlessly. The focus was on hydration and maintaining a healthy skin barrier, making it suitable even for sensitive and dehydrated skin types like mine“.
The Glazing Milk has been formulated with care, keeping in mind the need for gentle, skin-friendly ingredients. While Rhode’s initial product range boasted infused peptides, the Glazing Milk shines the spotlight on ceramides. As Bieber explains, “Our Ceramide Trio, a skin-identical lipid concentrate, readies the skin for better absorption of all our products, while restoring and boosting the skin’s moisture barrier“.
Apart from ceramides, Glazing Milk includes Beta-glucan and a unique blend of magnesium, zinc, and copper for added protection against free radicals and skin-soothing benefits. The end result? A complexion that radiates with fresh, youthful vitality from the first application.
Bieber designed Glazing Milk to be a part of any skincare routine, safe for all skin types, and to be used liberally. The model-entrepreneur uses it post-cleansing and pre-serum, both in the morning and at night. It even serves as a quick moisture boost during sun exposure or swimming, providing an additional layer of protection under sunscreen. To combat the irritation caused by retinol or tretinoin, Bieber pairs it with Glazing Milk during her nighttime routine, showcasing its versatility as a “heavy-duty multipurpose girl“.
Although Rhode remains tight-lipped about their sales expectations for Glazing Milk, industry insiders predict potential retail sales of $10 million in the first year alone.
Just recently, Rhode expanded its reach to the U.K., with CEO Melanie Bender (former president of Versed) hinting at a possible entrance into the Indian market. Despite the crowded and cyclical nature of the celebrity beauty industry, Rhode has maintained its momentum throughout its first year. The brand reported crossing the eight-figure sales mark within the first six months, across a mere 11 days of sales. This success showcases the growing enthusiasm for Rhode products and raises high hopes for the reception of the innovative Glazing Milk.
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