Summary (tl;dr)

Rhode, Hailey Bieber's popular skincare brand, is trending due to the highly anticipated announcement of its Summer 2026 collection, featuring its first-ever bronzer and highlighter, along with new lip products and summer-themed merchandise. The collection is set to launch online on June 9.

Essential Background

Founded in 2022 by Hailey Rhode Bieber, Rhode quickly gained significant traction in the beauty industry for its minimalist approach and "glazed donut" skincare aesthetic. The brand specializes in curated skincare essentials designed to nourish the skin barrier and provide an instant dewy glow. Its success led to its acquisition by e.l.f. Beauty for $1 billion in 2025, cementing its status as a major player in the market. Rhode has been adept at leveraging social media and Hailey Bieber's influence to create viral products, such as its popular Peptide Lip Treatment and matching phone case.

The Full Story

"Rhode" is trending as the brand unveiled a sneak peek of its expansive Summer 2026 collection, which includes several new products and shades. Headlining the collection are Rhode's first-ever cream bronzer, "Pocket Bronze," available in eight shades, and the "Highlight Milk," a hybrid luminizer inspired by its best-selling Glazing Milk, offered in four shimmery shades. Also included are three new summer-inspired shades for both its Peptide Lip Shape liners and Peptide Lip Tints, alongside a dual-ended Pocket Brush for application. The collection further extends to summer merchandise, such as a terry bag, a beach towel, and limited-edition Snap-On Lip Cases. The entire Summer 2026 collection will be available for purchase on Rhode's official website starting June 9 at 12 p.m. EST.

Why It Matters

The trend signifies Rhode's continued influence in the beauty and skincare market, demonstrating its ability to generate significant consumer excitement with new product launches. Hailey Bieber's personal brand and strategic use of social media have consistently driven viral moments and anticipation for Rhode's offerings, leading to rapid sell-outs. The introduction of makeup products like bronzer and highlighter marks a significant expansion beyond its core skincare range, signaling the brand's growth and ambition to capture a larger share of the beauty market. The brand's products are not only popular in the United States but also generate considerable demand internationally, with some limited-edition sets being a "US-only drop" that creates a buzz among global collectors. This launch further solidifies Rhode's position as a brand that successfully merges celebrity influence with effective, desirable products.

Geographic Location

• Virtual/Online (launch of Summer 2026 collection on the brand's website)
• United States (origin of Rhode brand and primary sales channel for online launches)