Rhode has begun teasing its next launch, and the rollout is noticeably different from the brand’s usual glazed-skin, pastel-neutral visuals. Hailey Bieber shared a single Instagram Story showing a black vanity-style case with no caption, followed by a short video on the official Rhode account of her walking past the camera, only her legs visible, while carrying the same case. No product reveal, no text, no release date.
BEAUTY NEWS
The Rhode website now features a full-screen image of Bieber with the message “A NEW COLLECTION. Be the first to know what’s coming.” The only call to action is an email signup form. Everything else has been stripped away.
The absence of information has fueled speculation across social media. Many believe this signals Rhode’s first step into makeup, with bronzer being the most popular guess. Others point to the switch from soft beige branding to stark black packaging as a sign of a new category, and possibly a new long-term direction.
@rhodeA NEW COLLECTION.
Another layer to the guessing game: Bieber’s birthday is approaching on November 22, prompting theories that the reveal may tie into a birthday drop, similar to how she previously aligned launches with personal milestones.
For now, nothing is confirmed, except that Rhode is deliberately creating suspense. The brand has traded transparency for silence, banking on speculation to build momentum. Until the reveal, the black case remains the only clue.
