“I’m a real skin care fanatic.” Hailey Bieber launches her brand, Rod, in Europe.

A few days before her brand appeared on the European market, we met Hailey Bieber. The young woman received us at the Parisian hotel where she was staying, the Chateau Voltaire. Wearing a candy pink dress from Tory Burch and a black bow in her hair, Justin Bieber’s wife shares her passion for skin care with us. And talks about her Rhode brand (launched June 2022), whose popular Peptides Treatments for lips have taken social media by storm.

Dependence on care

Madame Figaro – What motivated you to create your brand?
Hailey Bieber – I have always been fascinated by the world of beauty. And especially from the world of care. I think I started Rod because I was like a skin care drinker; I learned all about the ingredients, I tried everything… I guess you could say I’m addicted to skincare. And I really put all my DNA into Rod, from the packaging, to the products, to the formulas, to the creative direction, to the brand image… I hope people see that when they use my products.

And what has been your biggest challenge in launching your brand?
I think I have a few challenges, but that’s part of the process when you start your business. As in the case of packaging. I also had problems with the distribution chain and supply. But it all adds up to learning and brand growth. You can use all these unexpected events to improve yourself in the future.

We know your Peptide Lip Tint caused quite a stir on social media, but which product do you think will appeal the most to French customers?
Hard to say, but maybe Glazing Milk or Barrier Restore Cream? I think these two products will fit well into a French woman’s routine.

Intensive cleaning

What is your secret to beautiful skin?
I think you have to be consistent as the skin gets used to the balanced regimen. Personally, I can’t go to bed without removing my makeup, and I also can’t live without a good skin cleanse. This is really the secret.

Your manicure is often the subject of press coverage. Are you a nail fanatic too? Have a tip to share?
I absolutely hate it when my nails don’t make it. And I think moisturizing hands is essential. Personally, when I apply my treatment in the evening before bed, I use the excess on my hands.

And how do you take care of your hair?
I do regular treatment. I also like to add oil to my lengths. Besides, sometimes I take an oil bath. I don’t wash my hair for several days so that it gets wet. And I really think that boosts them.

90s inspiration

Do you remember your first exposure to the world of beauty as a child?
I did ballet when I was younger, so makeup was inevitably associated with performances. I would do my own makeup, or my mom would put on a little blush and lipstick.

Have you tried a beauty experiment or trend that you regret?
I even have a few, but if I had to name one it would be my bad habit of over-plucking my eyebrows when I was younger. It didn’t suit me at all.

An expert tip that you still apply today.
Makeup artist Pat McGrath taught me how to apply foundation directly with my finger and I love the results.

Finally, who are the personalities that inspire you?
I think it’s the supermodels of the 90s, all the trends from that period inspire me a lot. I love Christy Turlington. He is sublime. In addition, I watched a documentary on Apple TV, which is dedicated to the models of this era.

Rod care products are available in France on the brand’s website from September 28.