Hailey Hypes Up Peptide Lip Shape Launch
Rhode Skin is back with another highly-anticipated drop, and this time it’s all about lips. Hailey Bieber is launching the Peptide Lip Shape this Thursday, January 30th, at 9 AM PT, and the internet is BUZZING.
While lip-shaping products aren’t exactly new—think Refy’s Lip Blur—Rhode’s take feels fresh and functional with a dual-ended design that’s perfect for contouring and smudging. As the brand’s Instagram promises: Shape + Smudge.
Here’s the rundown: the Peptide Lip Shape is designed for everyday lip shaping on the go. One end features a precise lip shaper to outline or fill in your lips, while the other has a silicone smudger for diffusing color or cleaning up edges.
Whether you’re sticking to your natural lip line, overlining for a plumped-up look, or going full-lip fill for bold color, this product aims to make it effortless. To top it off, Rhode suggests pairing it with their Peptide Lip Tint for a dose of hydration and a hint of shine.
Shades for Everyone
With 11 shades ranging from soft neutrals to deep browns, there’s something for every lip tone and style. Some highlights:
Lift: Soft neutral pink
Bend: Soft peachy beige
Balance: Caramel brown
Spin: Rich plum brown
Move: Deep cool brown
You can buy them individually or in a set of four shades, making it easy to customize your kit. Plus, the shade range seems intentionally inclusive, with several tones that complement darker lips and skin tones—a step forward in the beauty space.
The Campaign: Retro Meets Rhode Girl Energy
If there’s one thing Hailey Bieber knows how to do, it’s create hype. The campaign leading up to the launch is pure 70s-inspired goodness, featuring “Rhode Girlies” like Tate McRae, Anyier Anei, and Mulan Bae lifting weights in a cheeky nod to “shaping up.” The retro vibes, pastel weights, and glam gym aesthetic make the whole thing irresistibly Instagrammable. And let’s be real—Hailey’s campaigns always feel like a masterclass in marketing.
On top of that, the Rhode team sent the Peptide Lip Shape to influencers ahead of the launch, a smart move that’s paying off big time. Now, Instagram and TikTok is filled with videos of influencers using the product in their own ways, which is only adding to the hype. From tutorials to “get ready with me” content, these organic posts are fueling the excitement and making it feel like everyone is talking about the launch.
The Internet Weighs In
As with any viral beauty launch, opinions are already rolling in. Fans are loving the product concept and inclusive shade range, but not everyone is 100% sold. Alongside concerns about pigment inconsistencies in some influencer videos, many are pointing out that the swatches aren’t great, making it hard for consumers to figure out which shade to purchase. As one social media comment put it, “I can’t tell if it’s the lighting or the product, but none of these swatches look like they do on the site.”
This kind of feedback highlights an ongoing challenge in beauty marketing: making shades look true-to-color across different skin tones, lighting conditions, and platforms. While Rhode is getting a lot right with its campaign and product design, it’s clear some consumers are hoping for more clarity when it comes to picking their perfect shade. Personally, I wish the brand was in Sephora stores already.
Final Thoughts
Love it or side-eye it, there’s no denying the power of a Rhode launch. While it would’ve been nice to see the product on natural lips (not just lip-injected ones) and have more accurate swatches, the dual-ended design, inclusive shade range, and Hailey’s star power make this one hard to resist. Plus, the idea of being able to contour and smudge for a softer, more diffused look is definitely appealing.
If you’re planning to snag one (or four), mark your calendar for January 30th at 9 AM PT and join the waitlist at rhodeskin.com.
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