Hailey Bieber gifted fans with a special ‘making of Rhode’ video that dropped on her YouTube channel on Tuesday in celebration of the one-year anniversary of the skincare line.
The supermodel, 26 — who threw a glamorous anniversary party in New York City earlier this month — initially launched the company last year on June 15.
The brand notably offers skincare products such as the peptide lip treatment, peptide glazing fluid, and the glazing milk which quickly sold out after becoming available only two weeks earlier.
At the start of the 16-minute video, the star could be seen sitting on a set for an interview to give commentary on Rhode and reflect on the successful year.
When asked by the director if the success was ‘surreal,’ she replied excitedly with ‘Yeah,’ followed by, ‘It’s been one year. There’s just still such a big part of me that can’t believe that it’s real and it was just the beginning.’
Anniversary: Hailey Bieber, 26, gifted her fans with a special ‘making of Rhode’ video that dropped on YouTube on Tuesday in celebration of the one-year anniversary of the skincare line
In demand products: The brand notably offers skincare products such as the lip peptide treatment, peptide glazing fluid, and the glazing milk which is currently sold out
Hailey opened up about launching products and the initial ups and downs of running a brand new business. ‘One of the biggest things that I had to realize really fast was that things are gonna happen.’
A throwback clip of Bieber from 2022 showed the beauty addressing her fans and consumers in a clip how the skincare company was aiming to restock products as quickly as possible and thanked people for their ‘patience.’
The video then jumped to present day with the model on set wearing a chic, one-shoulder ensemble and stated, ‘Things are going to go wrong. There’s going to be mishaps, and all we can really do is do better.’
‘I think a lot of the time, we’re searching for what brings us fulfillment in a lot of ways. I wasn’t sure what space that was for me. I started modeling when I was 17,’ she explained, with a variety of past photo shoots appearing on the screen.
‘As I got a bit older, and I was like, “What is really my thing now?” I love skincare. I love the world of skincare. I love the community,’ she gushed about her passion.
‘I started working on Rhode and until Rhode was out in the world, I didn’t know that that was the thing I was going to want to do for sure. And now that it’s here and it’s real, I know that this is the space that I want to be in forever.’
The video then cut to a past clip of Hailey sitting in a product development meeting to give an inside look of how products are brought to fruition.
‘I really don’t want to cut corners with this brand and I would rather take a year to develop something and make it great, than take five months to do it and it be not all the way there.’
Opening up: Hailey opened up about launching products and the initial ups and downs of running a brand new business
Accepting growth from mistakes: ‘Things are going to go wrong. There’s going to be mishaps, and all we can really do is do better,’ the model stated in the video
Finding her passion: ‘I think a lot of the time, we’re searching for what brings us fulfillment in a lot of ways. I wasn’t sure what space that was for me. I started modeling when I was 17,’ she explained
Various meetings: The video then cut to a past clip of Hailey sitting in a product development meeting to give an inside look of how products are brought to fruition
Dedicated focus: ‘I really don’t want to cut corners with this brand and I would rather take a year to develop something and make it great, than take five months to do it and it be not all the way there,’ Hailey expressed
Hailey then gave a special shout out to her ‘amazing team’ and gushed, ‘My creativity would never come to life for this brand without the amazing team behind it.’
The businesswoman also opened up about how both the team and office has expanded with the success of Rhode. ‘It’s just continuously eye-opening to me.’
During the video, the beauty revealed that one of her favorite products from the skincare line was the peptide lip treatment and expanded on the limited flavors that were also offered, such as the vanilla cake and passion fruit.
The campaign for the passion fruit flavor notably was shot in Anguilla, which Bieber noted was ‘super fun’ and how ‘in the end, it’s a massive group effort to bring the vision to life.’
The model then opened up about what the brand means to her, expressing, ‘This brand for me is for people. That’s why I’m doing this. I want to make a great brand that people will gravitate towards that they love.’
Hailey then got candid about some of the issues faced with the production of the peptide lip treatment and feedback that was received from consumers. ‘In our peptide lip treatment, we were experiencing an issue with having a bit of a grainy texture.’
‘It was popping up in some of the batches. Our sweetener when it would travel and maybe get cold, it would settle at the bottom…’
‘I really try to get as close to perfection as I possibly can. When we weren’t able to achieve that, I like immediately want to figure out how to fix it.’
‘Amazing’ team: Hailey then gave a special shout out to her ‘amazing team’ and gushed, ‘My creativity would never come to life for this brand without the amazing team behind it’
A big fan: During the video, the beauty revealed that one of her favorite products from the skincare line was the peptide lip treatment and expanded on the limited flavors that were also offered
Fun shoot: The campaign for the passion fruit flavor notably was shot in Anguilla, which Bieber noted was ‘super fun’ and how ‘in the end, it’s a massive group effort to bring the vision to life’
Limited flavors: The peptide lip treatment has limited flavors for consumers to choose from, and in the past, offered vanilla cake and also passion fruit
Getting candid: Hailey then got candid about some of the issues faced with the production of the peptide lip treatment and feedback that was received from consumers
Product tease: The star notably launched the glazing milk product in celebration of the one-year anniversary of Rhode
Striving for ‘perfection’: ‘I really try to get as close to perfection as I possibly can. When we weren’t able to achieve that, I like immediately want to figure out how to fix it,’ she stated
The video also focused on the latest product launched for Rhode called the Glazing Milk which is a hydrating essence.
The item became available on June 15, the day Rhode launched last year in 2022, and the product has already sold out. However, Hailey revealed to her fans on Instagram that the Glazing Milk will be restocked on Thursday, June 29.
In the YouTube clip, the star took her 2 million subscribers on a behind-the-scenes journey for the Glazing Milk campaign shoot which was shot in the desert, to give contrast to dryness and the hydration that the essence offers.
She also posed for a few snaps inside of a ‘milk bath’ out in the middle of the desert inside of a clear tub. ‘I kind of challenge myself with every shoot that we do to kind of one-up each other’ and take it to ‘the next level.’
Earlier this year in March, Hailey celebrated the launch of Rhode in Canada and whisked herself away to Toronto for a special launch dinner. The video also captured moments when she launched Rhode in the U.K. last month in May.
New launch: The video also focused on the latest product launched for Rhode called the Glazing Milk which is a hydrating essence
Fun shoot: She also posed for a few snaps inside of a ‘milk bath’ out in the middle of the desert inside of a clear tub
Campaign: The Glazing Milk campaign shoot was shot in the desert, to give contrast to dryness and the hydration that the essence offers
Expanding: Earlier this year in March, Hailey celebrated the launch of Rhode in Canada and whisked herself away to Toronto for a special launch dinner
Continuously growing: The video also captured moments when she launched Rhode in the U.K. last month in May
‘Success’: Bieber explained, ‘Success for me with this brand just looks like a generational brand to me. It’s hard to build a beauty brand and that’s really what I’m trying to do with Rhode’
Making memories: Earlier this month in June, Hailey threw a special one-year anniversary party in New York City
‘Success for me with this brand just looks like a generational brand to me. It’s hard to build a beauty brand and that’s really what I’m trying to do with Rhode,’ Bieber explained.
‘I am a sponge when it comes to this world of skincare and beauty and it’s something that I’m genuinely passionate about. I want to keep learning about it. I want to have more knowledge about it.’
‘Developing this brand has been the biggest source of learning that I’ve ever had,’ Hailey revealed, but admitted to still ‘struggle’ with ‘self-doubt.’
She stated that she has thoughts of ‘Maybe no one is going to care about this thing that I put all my effort into but maybe that’s okay because even just seeing it come to life is a really big accomplishment and I need to be just okay with that.’
