Rhode has rolled out a new summer collection built around bronzed, glowy skin, pairing fresh makeup with accessories and a touring pop-up plan that will take the brand across North America and Europe this summer. The release adds limited-edition Peptide Lip Tint shades, a new Pocket Bronze stick, Highlight Milk and updated lip balm and liner shades, all timed for the season.
The push lands now because Rhode has turned summer launches into one of its most recognizable habits, and this year’s collection is designed to travel. Hailey Bieber, whose flushed, sun-kissed cheeks front the campaign imagery, said, “We create a whole story and world around summer,” a line that fits the brand’s mix of product drops and in-person events.
That mix matters because Rhode is no longer just selling a single viral item. Its Peptide Lip Tints have become a global sensation, and the new shades, including Colada and Macadamia Butter, extend that momentum into a broader makeup lineup. Pocket Bronze arrives in eight shades, while Highlight Milk comes in four, giving the brand more room in the color cosmetics lane it has been building for months.
The collection also reaches beyond makeup. Rhode added a terrycloth towel, a bag and phone cases, turning the launch into a summer lifestyle package rather than a standard beauty drop. That is the same playbook the brand has used before, from a Coachella pop-up for its Spotwear pimple patches to last year’s Majorca beach club takeovers, which helped deepen the buzz around the label.
Even for shoppers who approach celebrity beauty brands with caution, the product range can be hard to dismiss once it is in hand. One skeptic who tried Rhode’s makeup categories came away convinced, a reminder that the brand’s appeal is not built only on celebrity reach or glossy campaign imagery. It is also built on products that convert doubters.
The open question is where the pop-ups will land. Rhode has confirmed a series of stops across North America and Europe this summer, but not yet the cities or dates. For now, the launch extends the brand’s billion-dollar profile into another season of bronzed skin, limited-edition flavors and the kind of live rollout Rhode has made part of its identity.
