Hailey Baldwin Launches Rhode, a Minimalist Skincare Line

By Narina Akopova

Published on 10/7/2023

Los Angeles, CA – On June 15, Hailey Baldwin officially unveiled her very own skincare brand, Rhode. With the beauty industry already brimming with celebrity-endorsed products, Baldwin acknowledges the oversaturation but aims to stand out by offering something unique and meaningful.

In an interview with Bustle, the 25-year-old model addressed the celebrity skincare brand fatigue that many consumers have been experiencing. She stated, “I know that people are so tired of celebrity brands and I’m like, honestly, I get that. I think that I’m trying to do something very different.”

Rhode, derived from Hailey's middle name, features a minimalist skincare range with five distinct products. The initial lineup includes a serum, a moisturizer, and a lip treatment, available in three different scent options, all priced between $16 and $29.

For Hailey Baldwin, skincare has played a vital role in her mental health journey, a topic she has openly discussed in the past. She emphasized the importance of a skincare routine, saying, “The commitment to taking care of my skin has helped me mentally to push forward and feel like it’s a small win. Like, I got through that today. I took care of my skin before bed, and that makes me feel good. It’s showing up every single day for yourself.”

Baldwin joins a growing list of celebrities venturing into the beauty industry, hoping to achieve success similar to Rihanna's billion-dollar Fenty Beauty brand. Notable names such as Selena Gomez, Scarlett Johansson, and Kim Kardashian have also launched their own skincare brands.

Scarlett Johansson's skincare line, The Outset, was announced in February but received a mixed reception online. Some individuals expressed skepticism, with one Twitter user stating, “I’m so serious when I say this: Society has progressed past the need for celebrity skincare lines.”

Hailey Baldwin's own skincare journey has been marked by transparency. As a global ambassador for BareMinerals since 2018, she has shared insights into her skincare and makeup routines. Baldwin faces the challenge of perioral dermatitis, a skin condition causing a red rash and bumps on her face. To manage it, she relies on anti-inflammatory products, although it can be triggered by new beauty products, weather changes, or specific SPF formulations.

Before the launch of Rhode Skin, Baldwin revealed her typical daytime and nighttime skincare regimen, which includes “a double cleanse – first an oil-based cleanser, and then a gentle foaming cleanser; a serum or two, depending on if I want to layer more things, a moisturizer.”

Additionally, Baldwin emphasized the importance of wearing sunscreen daily, saying, “I think if I had understood even younger than 24 that SPF was so important, I probably would have done it sooner. But I think I’ll be happy that I even started in my 20s.”

As Hailey Baldwin embarks on her skincare brand journey with Rhode, she aims to offer a unique and authentic approach to beauty, addressing both physical and mental well-being through her products and routines. Only time will tell if her brand can stand out in an industry filled with celebrity-endorsed options.