Hailey Bieber Declares Butter Yellow Is 'Played Out' as She Introduces New Lemon Rhode Lip Balm

Yahoo

03-07-2025

Hailey Bieber shared her thoughts on the butter yellow trend, declaring it's "played out"
Bieber's hot take came as she unveiled the a new lemon flavor of her brand Rhode's popular Peptide Lip Tint"It's not butter yellow because it's LEMON," the founder shared on Instagram StoriesHailey Bieber is sharing her hot take on the summer's buzziest color trend.
On Wednesday, July 2, the rhode founder, 28, announced the latest iteration of her brand's popular Peptide Lip Tint in the shade Lemontini. In the campaign images, Bieber sports a black swimsuit as she sips a lemon cocktail in front of clear blue waters.
The model shared news of the launch on her Instagram Stories and responded to feedback she's apparently already getting about the shade.
"and stop asking me why it's not 'butter yellow,'" Bieber wrote alongside one of the campaign snaps. "It's not butter yellow because it's LEMON. not butter. and butter yellow is played out.. respectfully."
Butter yellow has been dominating the red carpets and runways over the last few years, with stars from Kate Middleton to Timothée Chalamet trying out the trend.
Bieber's gloss, however, takes inspiration from a "sweet, citrusy lemon cocktail," per a press release.
The sheer gold shade features a shimmery finish and, like all of Rhode's products, is packed with nourishing skincare ingredients.
On May 28, it was announced that Rhode was acquired by e.l.f. Beauty under a $1 billion dollar deal, only three years after Bieber debuted the company in June 2022.
Per a press release, Bieber will continue her role as founder and additionally serve as Rhode's chief creative officer and head of innovation, overseeing creative, product innovation and marketing. She will also act as a strategic advisor to the combined companies.
Following news of the lucrative deal, a source told PEOPLE that Bieber didn't even have to look for a buyer to take her company to the next step."This deal came to her," the source shared. "She's incredibly excited about this new step. She's proud of how far Rhode has come, and she truly believes that teaming up with e.l.f will help take the brand to the next level. The resources and support they're bringing to the table are everything she's been hoping for."
The source continued: "To be acquired and recognized by such a powerful global company feels like such an honor to her. She can't wait to take Rhode global. She also received a generous cash payout as part of the deal."
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On June 9, Rhode unveiled the campaign for its new hydrating Glazing Mist, starring Babygirl actor Harris Dickinson, marking the brand's first male model.
Never miss a story — sign up for to stay up-to-date on the best of what PEOPLE has to offer, from celebrity news to compelling human interest stories.In an interview with WWD, Bieber said she knew Dickinson would be a great fit for her brand after she watched him opposite Nicole Kidman.
'I watched [Babygirl] and I thought it was so great. I knew for this campaign that I really, really wanted to use a male face. I'm just really a fan of his work and I just felt like there could be really good synergy between him and Rhode," said Bieber.
Peptide Lip Tint in Lemontini will be available on rhodeskin.com on July 14.
Read the original article on People