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Hailey Bieber‘s Rhode is getting zesty. The skin care brand, celebrated for infusing juicy flavors such as salted caramel and watermelon into hydrating formulas, debuted its latest Peptide Lip Tint, Lemontini, on Wednesday.
Rhode Peptide Lip Tint in Lemontini
Price upon publish date of this article: $20
Inspired by the citrusy summer cocktail, the limited-edition Lemontini Peptide Lip Tint, priced at $20, is packaged in a glossy yellow tube with an aroma as sweet and sugary as the drink. The formula is an updated version of the existing lip tints — Ribbon, Toast, Raspberry Jelly, Pbj and Espresso — promising all-day hydration from amino acids, vitamin E and shea butter. The six original tints and four peptide treatments will be replaced with the latest formula come Aug. 14.
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While the Lemontini is listed as a tint, the finish isn’t yellow. The gloss is sheer and buildable, with a little sprinkle of gold shimmer. Rhode recommends applying one of the pocket blushes with a pink pigment and a lip shape for dimension first, before layering a coat of the Lemontini on the lips.
As with most Rhode campaigns, Bieber is front and center for this one, cheekily balancing a half-empty martini glass with a twist on her head as the ocean settles behind her. The brand creator is also pictured wrapped in a plush yellow towel, wet hair tucked underneath and lip tint in hand. The imagery, directed by visual artist Dudi Hasson, is meant to evoke the feeling of replenishment after a long day at the beach.
Rhode hasn’t taken a second to breathe since E.l.f. Beauty acquired the brand in a deal valued at $1 billion this past May. The drop comes just weeks after Rhode launched its first face mist in a campaign with “Babygirl” star Harris Dickinson. Opposite to the Lemontini launch, Dickinson is spritzed all over; water droplets collect at his collarbone. The photographs are muted in comparison, too. Dickinson is trapped in an achromatic reality, while Bieber is staged against a vibrant backdrop.
“I really wanted to keep it simple as I usually do and not over-conceptualize it,” said Bieber of the mist campaign. “I want it to feel beautiful, natural and organic. There wasn’t a big concept behind it — he really is the concept of the campaign along with the Glazing Mist.”
She also candidly admitted to opting against overtly nodding to Dickinson’s breakout role in “Babygirl.” Bieber said: “I didn’t want anything to feel too on the nose with ‘Babygirl.’ I never want to make anything feel gimmicky and the undertone of it all is there. I wanted it to feel chic and sporty.”
The Lemontini Peptide Lip Tint will be available online starting July 14.
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Rhode Peptide Lip Tint in Ribbon
Price upon publish date of this article: $18
Rhode Peptide Lip Tint in Toast
Price upon publish date of this article: $18
Rhode Peptide Lip Tint in Espresso
Price upon publish date of this article: $18