Key Takeaways:
- Rhode introduces Harris Dickinson, known for "Babygirl" and the upcoming Beatles biopic, as its newest campaign lead and its first male model.
- Glazing Mist features an ingredient-rich formula and is vegan, cruelty‑free, fragrance‑free, gluten‑free, dermatologist‑ and ophthalmologist‑tested.
- The campaign marks Rhode’s first product launch following its $1 billion acquisition by e.l.f. Beauty.
Hailey Bieber’s skincare label rhode has introduced its latest product, Glazing Mist, through a campaign starring British actor Harris Dickinson.
Known for his work in "Babygirl," "The Iron Claw," and “Triangle of Sadness,” Dickinson is the first male face of the brand since its debut in 2022.
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Bieber said in an interview with WWD that she was impressed by Dickinson’s performance in "Babygirl" and felt strongly about featuring a male presence for the Glazing Mist launch.
“I really wanted to keep it simple as I usually do and not over-conceptualize it. I want it to feel beautiful, natural, and organic.
There wasn’t a big concept behind it — he really is the concept of the campaign along with the Glazing Mist,” Bieber said.
Most of the visuals are stripped down and presented in black and white, highlighting Dickinson’s natural look.
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Bieber's goal was to keep the images clean, focusing on how the actor and the product interacted on camera without forcing a theme or reference to his film work.
“I didn’t want anything to feel too on the nose with ‘Babygirl.’
I never want to make anything feel gimmicky and the undertone of it all is there. I wanted it to feel chic and sporty,” she explained.
This launch comes shortly after rhode was acquired by e.l.f. Beauty in a deal valued at $1 billion.
Bieber continues in her role as chief creative officer, which she said was an important condition of the partnership.
Skincare Without the Labels
The Glazing Mist contains ectoin, ceramides, beta-glucan, magnolia extract, and vitamin B5 to hydrate, soothe, and support the skin barrier.
It meets standards for sensitive skin, is certified by the National Eczema Association, and is both fragrance-free and vegan.
It has also been tested for use around the eyes.
This is Rhode’s fifth product launch and will be sold exclusively on rhodeskin.com starting June 24, priced at $30.
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Bieber said the mist reflects what she personally uses every day.
She keeps it in her car, her gym bag, and with her during summer activities, describing it as the quickest way to give her skin moisture without adding time to her routine.
While rhode has primarily appealed to women, Bieber noted that the packaging design was always meant to feel neutral and that she wanted the brand to feel inviting to everyone.
Her husband, Justin Bieber, has used rhode since it launched, and she emphasized that skincare shouldn't be boxed into gender lines.
@rhode mist up with HB 🪽 like the rest of our rhode essentials, we developed glazing mist to multitask in your skincare and beauty routines. glazing mist arrives june 24th at 9am PT 🤍
♬ original sound - rhode skin
Bringing Dickinson into the campaign wasn’t about expanding into men’s products but about telling a more open story through the brand's visuals.
Bieber said she sees each launch as a creative opportunity and enjoys developing a specific mood or feeling around every product.
Rhode continues to build this identity through subtle storytelling, steady product growth, and a clear sense of how it wants to connect with its audience.
Our Take: Is Less Really More in Modern Beauty Marketing?
What stands out to me isn't just the inclusion of a male face or the stripped-down visuals.
It’s how rhode continues to tell product stories without leaning on loud concepts or seasonal gimmicks.
There's a steady commitment here to a clear visual mood, restrained styling, and authentic brand voice that doesn’t overreach.
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From a marketing standpoint, this is a smart reminder for agencies and founders alike.
You don't need overproduced campaigns to make a cultural impact.
If the product delivers, and the creative feels honest, that can cut through just as effectively.
Consistency in tone and restraint in execution can build a much longer runway for brand trust.
Build from within the product, let your storytelling unfold gradually, and resist the urge to over-articulate the narrative.
Customers will fill in the rest if the visuals and values are aligned.
Meanwhile, The Ordinary is also committed to breaking skincare advertising norms, taking a stand against last year's Black Friday deals with a unique OOH campaign.
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