A refined expansion of identity through understated sophistication
Hailey Bieber unveils Glazing Mist, a superfine hydrating spray set to launch June 24, positioning her beauty brand, rhode, at the intersection of minimalism and functional care. In an unexpected move, actor Harris Dickinson takes centre stage as the campaign’s first male face—his visage captured in black-and-white, dewy yet composed, embodying a quiet, gender-inclusive elegance.
The visual narrative is simple and striking: Dickinson’s skin is gently misted, moisture beads glistening against a monochrome backdrop. There’s no spectacle—just the clarity of result and the texture of hydration, suggesting rhode’s philosophy: beauty is quietly scientific, quietly wearable.
By inviting a male lead into this realm, the campaign expands its voice without shifting its core. It’s not signalling a men’s line—but rather reinforcing an open-door brand ethos that foregrounds skin health beyond binary codes. This is a savvy cultural recalibration: rhode remains minimalist, but its definition of who belongs is now broader, more conversational, and visually intentional.