Hailey Bieber’s Rhode Skin Expands into Color Cosmetics with Pocket Blush
Hailey Bieber’s skincare brand, Rhode, has officially entered the color cosmetics market with the launch of Pocket Blush, a cream-based product designed for a buildable, dewy finish. The launch, which occurred in June 2024, marks the brand’s first foray beyond skincare staples like the Peptide Glazing Fluid and Peptide Lip Treatment. According to the company’s official product launch announcement, the formula features a lightweight, non-comedogenic texture intended to melt into the skin for a natural, “no-makeup” look.
What is the Pocket Blush Formulation?
The Rhode Pocket Blush is a cream-to-powder hybrid stick available in six shades, ranging from soft pinks to deep berry tones. According to Allure, the product contains ingredients consistent with Rhode’s skincare-first philosophy, including tamanu oil and peptides to support skin barrier health while providing pigment. Unlike traditional powder blushes that can emphasize skin texture, this cream formula is designed to be applied directly to the cheeks or blended with fingertips to achieve a seamless, blurred effect.
How Does This Compare to Current Beauty Trends?
The shift toward cream-based complexion products reflects a broader industry movement away from heavy, matte foundations toward “skinimalism.” While Bieber previously popularized the “Glazed Donut” skin aesthetic using liquid highlighters and serums, the Pocket Blush provides a more portable, targeted alternative.
| Feature | Rhode Pocket Blush | Traditional Powder Blush |
|---|---|---|
| Application | Cream-to-powder stick | Pressed or loose powder |
| Finish | Dewy/Blurred | Matte/Satin |
| Key Benefit | Hydration/Skincare benefits | Oil absorption/Longevity |
Why the Transition to Color Cosmetics Matters
This expansion signals a strategic pivot for Rhode. Since the brand’s inception in 2022, it focused exclusively on hydration and repair. By introducing color, Bieber is positioning Rhode to compete directly with established “clean beauty” giants like Merit Beauty and Saie, which also prioritize skincare-infused makeup. According to market analysis by WWD, this move allows the brand to capture a larger share of the “everyday makeup” segment, a category that has seen consistent growth among Gen Z and Millennial consumers seeking efficiency in their beauty routines.
Frequently Asked Questions
- Is the Pocket Blush suitable for all skin types? Yes, the formula is non-comedogenic and dermatologist-tested, according to the brand’s official specifications.
- Can it be used on lips? While marketed primarily as a blush, the creamy consistency allows it to be used as a monochromatic tint on the lips as well.
- Where is it available? The product is sold exclusively through the official Rhode website.
The success of this launch will likely determine the speed of Rhode’s future expansion into other makeup categories, such as bronzers or eye products. As Bieber continues to leverage her social media platform to demonstrate the product’s ease of use, the brand remains a significant case study in influencer-founded businesses transitioning into full-scale beauty houses.