Hailey Bieber Is in Her “Sexiest” Era Yet, and She’s Thriving

The model is celebrating her birthday this month by launching a new flavor of her Rhode peptide lip treatment.

Hailey Bieber attends the 2022 Vanity Fair Oscar party.Arturo Holmes/Getty Images

Hailey Bieber is thriving. She just launched her new skincare line and dropped some secrets on the a recent Call Her Daddy podcast. The model has officially entered her “sexiest” era yet. She’s had a busy year, with a nostalgic Victoria’s Secret campaign, slaying Halloween, speaking at the WSJ's Tech Conference, becoming the face of Tiffany & Co. and being nominated for a Billboard YouTube Streamy award. Yes, Bieber is on a roll.

“I really have never felt sexier in my life,” the 25-year-old told Byrdie in June. “I’m in a phase where I feel more beautiful and confident than ever before just by letting my real skin show and my natural hair grow. I just want to be healthy.”

Her new skincare line Rhode has been extremely successful in just its first few months of release. While Bieber knew that breaking into one of the most saturated markets wouldn’t be easy, a skincare line was something she always knew she wanted to create. The wheels on Rhode began turning at the start of the pandemic.

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“I’ve been talking about this a lot. When you are launching a brand and putting a lot of love and care into it, you have hopes for it,” she said. “But you never know how people will respond until they have tried the products. It feels like a risk, but it’s a risk I’m very glad I took.”

The peptide lip treatment which, with three flavors, was part of Rhode’s inaugural launch (alongside a serum and a moisturizer), won an Allure 2022 Best of Beauty award and has gone completely viral on TikTok. It makes sense that it’s constantly sold out, despite numerous re-stocks. 

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“It’s overwhelming in the most positive way,” Bieber told Harper's Bazaar about Rhode. “This has far exceeded my hopes and expectations. I really want to keep people excited and keep that momentum.”

And Bieber is working on that—meeting people’s growing demand—with a new birthday launch of the lip treatment in a vanilla cake flavor. She wanted this release to be extra special, since it’s her first birthday since the brand was founded. As a cupcake aficionado and someone with a sweet tooth, a vanilla-cake-scented product made perfect sense.

“It’s this cream-colored bottle with pink [lettering],” she explained. “I wanted to do something that felt fun and festive, and would commemorate this time.”

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Bieber turns 26 on Nov. 22, the same day the new product drops—at 11 a.m. EST. Be sure to mark your calendars.

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