'Babygirl 'Actor Harris Dickinson Gets Glazed Donut Skin in Hailey Bieber's New rhode Campaign
The new ad debuts the brand's new Glazing Mist, which officially hits the market on June 24, with Dickinson as its first male model
Rhode's new ad is the first to be released after the brand was acquired by e.l.f. Beauty under a $1 billion dollar dealBaby girls will want a spritz of this.
On June 9, Hailey Bieber's beauty company, rhode, debuted a new campaign starring none other than Babygirl star Harris Dickinson. As the brand's first male model, the actor — who was also recently cast in the upcoming The Beatles biopic — touts the new hydrating Glazing Mist, which will be available on June 24.
In an interview with WWD, Bieber, 28, said she knew Dickinson would be a great fit for her brand after she watched him opposite Nicole Kidman.
'I watched [Babygirl] and I thought it was so great. I knew for this campaign that I really, really wanted to use a male face. I'm just really a fan of his work and I just felt like there could be really good synergy between him and Rhode," said the mom of one.
Bieber's vision for a "beautiful, natural and organic" campaign manifested in a series of black and white images with Dickinson, 28, covered in droplets of Glazing Mist (for Bieber's signature glazed donut look, of course).
'I didn't want anything to feel too on the nose with Babygirl. I never want to make anything feel gimmicky and the undertone of it all is there. I wanted it to feel chic and sporty,' she explained, which is why, despite rhode's reputation for milky formulas, there's not a glass of milk in sight (if you've watched that one Babygirl scene, you know what we're talking about).
Further in her interview, Bieber clarified that introducing Dickinson as a brand face doesn't mean a men's skincare category is in the works, but rather it points to an expansion of rhode's community.
'Women have gravitated towards [rhode] mostly, but my husband [Justin Bieber] has used Rhode since its inception and I really wanted all of the packaging to feel as unisex as possible," she said.
'I really, really want Rhode to just feel like a world that's open to anybody who gravitates towards it and just wants great skin care with great packaging, storytelling and imagery. That's why I like bringing a male face into it because I want everybody to see themselves in the brand and in the imagery at different points," she added.
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On May 28, it was announced that rhode was acquired by e.l.f. Beauty under a $1 billion dollar deal, only three years after Bieber debuted the company with four products in June 2022.
Per a press release, Bieber will continue her role as founder and additionally serve as rhode's chief creative officer and head of innovation, overseeing creative, product innovation and marketing. She will also act as a strategic advisor to the combined companies.
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Following the lucrative business move, a source told PEOPLE that Bieber didn't even have to look for a buyer to take her company to the next step.
"This deal came to her," the source shared. "She's incredibly excited about this new step. She's proud of how far rhode has come, and she truly believes that teaming up with e.l.f will help take the brand to the next level. The resources and support they're bringing to the table are everything she's been hoping for."
They continued: "To be acquired and recognized by such a powerful global company feels like such an honor to her. She can't wait to take rhode global. She also received a generous cash payout as part of the deal."
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