Hailey Bieber Gives Rhode’s Cult Pocket Blush a New Mini Makeover

Hailey Bieber is adding another highly shareable beauty moment to Rhode. The celebrity-founded brand has launched its latest collaboration with Alexandra Leclerc, introducing miniature shimmer blushes called Pocket Pearl alongside a new lip tint and accessories. The collection launched on September 15 and continues Rhode’s strategy of combining skincare-inspired formulas with products designed for social-media appeal.

The release arrives at a time when celebrity-founded beauty businesses have become an increasingly important part of the wider luxury and cosmetics market. First Avenue explored that shift in The New Power Icons: How Celebrities Are Redefining Fashion and Business in 2026, which looks at how public figures are moving beyond endorsements to build brands and businesses of their own. Read the First Avenue feature

A New Kind of Rhode Glow

The new Rhode collaboration centres on Pocket Pearl, a miniature shimmering version of the brand’s popular Pocket Blush.

Three shades were created for the collaboration: Gemini, a shimmering candy pink; Monet, an apricot shade; and Monaco, a warm terracotta inspired by the place Alexandra Leclerc calls home.

The formula follows Rhode’s familiar skin-first approach. The original Pocket Blush is formulated with ingredients including peptides and tamanu oil and is designed to create a soft, diffused flush while maintaining hydration. Explore Rhode Pocket Blush

That combination of skincare and makeup has become central to Bieber’s beauty identity. Instead of heavy coverage, Rhode has largely focused on luminous skin, glossy lips and natural-looking colour — an aesthetic that has helped define the softer beauty direction seen across social media in recent years.

First Avenue readers interested in how classic beauty products continue to evolve can also discover Who Invented the World’s First Lipstick?, which traces the history of one of beauty’s most enduring products from ancient pigments to modern formulas. Read the First Avenue beauty story

Hailey Bieber’s Influence Beyond the Red Carpet

Bieber’s influence extends beyond fashion appearances and celebrity culture.

Rhode has become closely associated with her personal aesthetic, particularly the “glazed” complexion and minimalist makeup look she has helped popularise. The brand’s carefully controlled launches, distinctive packaging and highly visual campaigns have also made its products particularly suited to digital beauty culture.

That connection between celebrity image and personal branding is increasingly important. First Avenue has followed similar intersections between celebrity and beauty in A New Chapter in Beauty with Natalie Portman, examining how a celebrity identity can become closely connected to an established beauty house and its evolving image. Discover the Natalie Portman beauty feature

Small Product, Big Beauty Moment

The new Rhode collection also reflects the growing popularity of miniature beauty products.

Compact formats are convenient for handbags and travel, but they also appeal to consumers who want to experiment with new shades without committing to a full-size product. Rhode has taken that practical idea and turned it into part of the collection’s identity, pairing the blushes with charms and accessories designed to make beauty products feel almost like fashion objects.

The official Rhode x Alexandra Leclerc collection positions Pocket Pearl as an exclusive miniature shimmer product, reinforcing the limited-edition feel surrounding the launch. Visit Rhode’s official collection

For Hailey Bieber, the release is another example of how celebrity beauty has changed. Today, a successful celebrity beauty brand needs more than a recognisable name. It needs a distinct aesthetic, products people genuinely want and a visual identity strong enough to stand out in an increasingly crowded market.

Rhode’s latest launch delivers all three — in miniature form.