Hailey Bieber and Rhodes show off more makeup in Pocket Blush

Hailey Bieber has mastered the art of the tease.

For months, fans have been eagerly speculating and posting about when the founder would debut her 2-year-old beauty brand, Road Blush. Bieber has more than 52 million followers on Instagram, more than 12 million on TikTok, and more than 2 million on YouTube. Initial lab samples of the cream blush stick appeared on Bieber's Instagram posts in March, and she has since developed the product as he posts versions of it. "This blush has been a two-year process," he told Glossy via Zoom last week. “I really wanted us to take our time. "There are so many good blushes on the market that I wanted us to bring our own perspective."

The result is Pocket Blush, a "hybrid product" that, like Rhode's other offerings, "skin first," Bieber says, for a "dewy, glowing, beautiful look anywhere." The product is infused with peptides, such as Rhode's serum and its Hero Peptide lip treatment and its peptide lip tint, as well as tamanu oil. Bieber wanted a cream blush that "gives you shine and lasts, [and gives] a really nice, natural-looking flush to the cheeks," he said. "We worked very closely with the lab to create this blush."

“There is really artistic makeup and then there are things that are more everyday and easier to apply, [like a product that offers] a pop of color. That's what it is,” Bieber said of the pocketable blush, which comes in six shades and will sell for $24 each, like the rest of the brand's products, through Rhodeskin.com

Of the brand's broader marketing strategy, much of it has been organic, Bieber said, citing the hype surrounding the brand's phone case, which launched in February. "A big part of the marketing that influenced Rhode is naturally sharing and showing how it applies to my life and how I use it," he said. One day it will appear in a photo, on a slide, and people will say, "Wait, what's that?" This will make people start questioning and asking about it. And I like to raise questions about this and make people curious, because I think that makes it exciting."