Harris Dickinson Makes History as rhode’s First Male Campaign Star
Hailey Bieber’s skincare brand, rhode, just unveiled its latest campaign and this time, there’s a new (and unexpected) face leading the charge. Harris Dickinson, best known for his role in Babygirl and recently cast in the upcoming The Beatles biopic, is now the first male model to front a rhode campaign.
The new campaign, which promotes rhode’s Glazing Mist launching June 24, puts Dickinson front and center literally dripping in product, glowing skin and all. It’s a bold move that pushes rhode’s clean, dewy aesthetic into new territory, without losing the brand’s original vibe.
The Glazing Mist Era Has Arrived
At the heart of this campaign is rhode’s latest skincare drop: the hydrating Glazing Mist. Designed to deliver that glossy, just-drenched finish, it builds on the brand’s “glazed donut” signature look. The product isn’t available until June 24, but thanks to this campaign, it’s already becoming one of summer’s most anticipated launches.
Shot entirely in black and white, the visuals show Dickinson covered in a fine layer of mist, slick, sporty, and high fashion without trying too hard. The imagery dials into a vibe that’s natural, beautiful, and just the right amount of edgy.
From Babygirl to Beauty Boy
Bieber had her eye on Dickinson for a while, especially after watching him act opposite Nicole Kidman in Babygirl. She felt he’d be the perfect fit for the kind of campaign she wanted to create. Even though Babygirl has one scene that’s gone totally viral (milk, anyone?), Bieber made a conscious choice to skip the obvious references.
There’s no glass of milk here, no forced nods. Instead, the campaign lets the connection live in the undertone. It’s all about subtlety a mood that feels clean, chic, and sporty, rather than gimmicky or overdone.
rhode Isn’t Going “For Him” It’s Going for Everyone
Even with a male face in the spotlight, this isn’t the start of a rhode line “for men.” Bieber made it clear that the goal wasn’t to introduce a gender-specific category it’s about expanding the community and representation.
While most of rhode’s fans are women, her husband Justin Bieber has been using the brand since day one. From the beginning, Hailey wanted the packaging to feel unisex, and this campaign reflects that. The message is simple: skincare is for everyone. Whether you’re using the Peptide Glazing Fluid or misting your way to glossy skin, rhode wants people of all genders to feel like they belong.
A $1 Billion Glow-Up
If that wasn’t enough to talk about, the campaign comes shortly after major business news. On May 28, rhode was officially acquired by e.l.f. Beauty in a $1 billion deal. That’s just three years after Bieber launched the brand in June 2022 with only four products. Clearly, she’s built something that’s more than just hype.
Hailey Bieber’s New Title: Chief Creative Officer
With the acquisition, Bieber isn’t going anywhere. She’s staying in charge of rhode’s creative direction as Chief Creative Officer and Head of Innovation. That means she’ll still oversee product development, branding, and marketing basically, all the things that make rhode feel like rhode.
She’ll also serve as a strategic advisor to both rhode and the larger e.l.f. Beauty brand, making sure the vision stays sharp as the company continues to scale.
The Bottom Line
Between the new Glazing Mist, a billion-dollar deal, and Harris Dickinson fronting the latest campaign, rhode is setting the tone for what modern beauty looks like in 2025 i.e inclusive, intentional, and very, very glossy. The glazed donut skin isn’t going anywhere it’s just evolving, and now, it’s got a new face.
