Hailey Bieber relaunches lip liner: the return of a trend
With the launch of her Peptide Lip Shape, scheduled for January 30, 2025, Rhode brand founder Hailey Bieber is bringing lip liner back into fashion, revisiting this classic with a modern, minimalist approach.
A personal rediscovery
For Hailey Bieber, lip liner is not just a make-up tool, but a key element of her personal aesthetic. In an interview with The Cut, she shared her attachment to the product: “It was on the ballet stage that I discovered lip liner, an intense make-up that is far removed from my everyday life.” Over the years, this tool has become an essential part of her beauty routine, influenced by her collaborations with professional make-up artists.
With Peptide Lip Shape, Hailey Bieber reinvents the lip liner. Unlike traditional pencils, often associated with rigid precision, this new product prioritizes simplicity. “It’s a product you can apply even in the back of a moving car,” she emphasizes, insisting on its practicality and accessibility.
Peptide Lip Shape: an innovative product
Available in 11 shades, Peptide Lip Shape features a moisturizing formula enriched with peptides and fenugreek extract, two ingredients that enhance lip volume and texture. Featuring an integrated silicone applicator, it spreads easily and evenly, offering a natural, well-groomed effect. This innovation is in line with Rhode’s signature approach: products that combine skincare and make-up.
“Peptides are essential for plumping lips and smoothing lines,” explains Hailey Bieber, who favors this flagship ingredient in her creations. The aim is to offer a product that enhances lips while nourishing them.
A trend reinforced by contemporary icons
The resurgence of lip liner is due not only to its aesthetic potential, but also to its adoption by celebrities at high-profile events such as the Met Gala 2024. The choices of stars such as Zendaya, Doja Cat and Lana Del Rey, combining liner and gloss, have helped to update this trend. These stylized variations, from “Cherry Cola lips” to “Latte lips”, testify to an artistic reappropriation of make-up.
Alice Pfeiffer, journalist for Bazaar France, analyzes this evolution: “These modern interpretations of the lip liner, often relayed on TikTok, blend art with everyday life, making this product indispensable.” With styles ranging from minimalist to dramatic, lip liner finds its place in every beauty routine.
A well-orchestrated marketing strategy
The communication strategy around Peptide Lip Shape perfectly illustrates Rhode’s expertise. On Instagram and TikTok, Hailey Bieber’s teaser publications are already accumulating thousands of enthusiastic comments. By targeting the younger generation who are adept at viral trends, Rhode is reinforcing its position as a must-have brand.
The choice of lip liner as a flagship product is also strategic: it taps into a nostalgic trend, while responding to the craze for hybrid make-up products, combining aesthetics and skincare.
The impact of social networks on beauty trends
Social networks play a central role in the renewed popularity of lip liner. Hashtags such as #LipContouring or #CherryColaLips accumulate millions of views on TikTok, showing the influence of influencers and stars. This phenomenon reflects a shift in make-up consumption, with personalized looks and tutorials taking center stage.
Peptide Lip Shape is part of this dynamic. With its intuitive applicator and range of universal shades, it meets the expectations of a generation looking for simple, effective products adapted to a fast-paced lifestyle.
Also read: Bold Blurring Blush: YSL Beauty’s make-up phenomenon
