A new beauty collaboration, branded "Rhode x The Biebers," has launched, featuring husband-and-wife duo Hailey Bieber and Justin Bieber. The collection, unveiled approximately one week ago, centers on a trio of products: a Peptide Lip Treatment in a "Caramelized Banana" flavor, a limited-edition Peptide Eye Prep with a "Banana Peel" aesthetic, and the introduction of Spotwear, described as wearable hydrocolloid pimple patches in various custom shapes.
The timing of the release appears strategically aligned with the recent Coachella music festival, with a pop-up activation reported at the event. The dual-pronged launch strategy—direct-to-consumer via RhodeSkin.com and select retail availability through Sephora for the eye patches—signals an attempt to leverage both brand loyalty and broader market reach.
The Spotwear line, a new product category for Rhode, includes patches in shapes like mushrooms, daisies, jelly beans, curves, and bubbles. These are marketed not just for blemish treatment but also as a stylistic accessory. Both the Peptide Lip Treatment and Peptide Eye Prep are updated iterations of existing popular Rhode products, now infused with the banana theme and specific scents.
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Product Rollout and Availability
The initial launch, including the Spotwear and Peptide Lip Treatment, went live on April 13th at varying times across different time zones, primarily on RhodeSkin.com. The Peptide Eye Prep in Banana Peel is slated for broader retail availability, with a release date of April 21st on Sephora.com and Sephora.ca. This phased release, differentiating channels and dates, suggests a carefully orchestrated market entry.
Background and Brand Positioning
This collaboration marks Hailey Bieber's beauty brand Rhode's first significant partnership with her husband, Justin Bieber. The collection appears designed to amplify Rhode's presence within the trend-driven skincare and acne care segments, utilizing celebrity association and lifestyle branding to boost engagement. The branding emphasizes a blend of functional skincare with "visible, wearable design," aiming to tap into a younger demographic often influenced by celebrity endorsements and social media trends. The partnership was announced around April 6th, coinciding with Justin Bieber's scheduled performances at Coachella.
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