Early Career and Founding Vision Growing up in a Hollywood family, Bieber was exposed to fashion and beauty from a young age, modeling for Guess, Ralph Lauren, and Tommy Hilfiger in her teens.
Her success as a model, combined with a lifelong love for skincare (she struggled with perioral dermatitis and sensitive skin), set the stage for her entrepreneurial leap. Bieber began conceptualizing a beauty line in 2019, though an early attempt to trademark “Bieber Beauty” was blocked.
She pivoted to launch a skincare brand using her middle name—Rhode—reflecting a minimalist, essentialist philosophy. Brand Launch and Product Innovation Rhode officially launched online in June 2022 with just three products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment.
Bieber emphasized hands-on product development, working closely with cosmetic chemists and routinely featuring development updates and transparent ingredient breakdowns across her highly engaged Instagram and TikTok accounts…