First came the viral Rhode Lip Case, and now something a little more Y2K. This week, Hailey Bieber’s beauty brand launched its summer campaign, unveiling several new upcoming products. Among these will be a limited-edition rendition of the fan favourite Peptide Lip Tint in shade ‘Lemontini’.
The brand’s Instagram page describes the tint as “a shimmery, sheer gold gloss that smells like a sweet, citrusy lemon cocktail.” While this sounds enticing (and delicious), it was the way Bieber showed off the gloss that had heads turning.
In the campaign photos, the model and mogul can be seen at a beach location in a black bikini. Around her waist, she wears a gold ‘Rhode’ chain on which hangs the lemon-yellow gloss tube in a criss-cross holder. The eye-catching waist jewellery is well in line with the current retro style revival that Bieber herself is no stranger to, and it appears fans want in.
As with the brand’s iconic lip phone case, there were some scratching their heads at the unconventional product; however, an equal number were smitten. “The body chain as a lip holder is brilliant,” and “Hello, the Rhode belly chain? Need,” were just some of the positive comments under the promotional post.
Unfortunately, though, the chain appears to be purely for the campaign shoot and not a part of the product launch. For those disappointed, Bieber also showed off a lemon-yellow lip case in one of her recent posts, in the same shade as the gloss packaging. While no word on the case is out yet, based on previous launches, this may be a future product tease.
This launch is the first following Rhode Beauty’s acquisition by E.LF. Cosmetics last month for $1 billion USD. At the time, the mogul asserted, “This is only the beginning,” and that sure seems to be the case. As always, we can’t wait to see what comes next from the cult favourite brand.
This story first appeared on GRAZIA International.
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