Beauty is no longer something to hide… and Hailey Bieber knows it well. Her brand Rhode has just announced its entry into the world of spotwear with the launch of its first acne patches, a category that has shifted from a discreet solution to a visible accessory with aesthetic intent. The release doesn’t come alone: the project is co-created with her husband, Justin Bieber.
The move also arrives at a carefully timed moment. With Coachella just around the corner and Justin Bieber set to take the stage, all signs point to these patches becoming one of the festival’s unexpected accessories. Because yes, this time acne isn’t just shown… it becomes part of the look.
The launch, scheduled for 13 April, marks Rhode’s first major expansion since its acquisition by e.l.f. Cosmetics in a deal valued at $1 billion. Beyond the hype, the move reflects a clear trend: the acne patch market continues to grow, with projections placing it at $1.31 billion in 2026. What was once an almost private ritual in front of the mirror has now become an aesthetic statement driven by platforms like TikTok and Instagram.
In this new landscape, brands such as Starface have paved the way with playful, highly visible designs — including their signature star-shaped patches — helping to normalise acne without filters, even among figures like Bella Hadid. Rhode now joins this narrative, staying true to its formula of limited drops and a clean, minimal aesthetic.
Rhode’s first red blush also arrives in collaboration with Sarah Pidgeon.
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