Second weekend of Coachella, here we come! And by we, I mean I’ll be living the desert dreamscape vicariously through my For You Page among several fans, anxiously awaiting the flood of GRWMs, DIMLs and blurry concert videography. I’m definitely not jealous.
Every purple-wearing, shower-singing Belieber knows how anticipated Justin Bieber headlining Coachella Weekend 1 was, especially with it marking his largest performance since a prematurely ended tour in 2022.
The person who definitely foresaw the gravity and draw of this cultural event was none other than the first lady of Bieberchella – Hailey Bieber, the founder of Rhode.
Leveraging the weekend’s audience attention as well as leaning into the nostalgia of Justin’s earlier eras, Hailey used Coachella as the perfect sweet spot for a new collection drop. Rhode X The Biebers was released on April 13, 2026, immediately following the first weekend of performances.
Influencers at Coachella were able to experience the launch first hand with an invite to Hailey’s exclusive event: Rhode World. Stepping into the spring edition of her brand featured bright colors on theme with her new collection, with pinks, oranges, greens and yellows while still preserving the gray backdrop that is distinctly Rhode.
In line, invitees were gifted with chilled glazing mist spray, Rhode themed water bottles and umbrellas and a goodie bag with even more surprise products. The brand was able to utilize the desert environment of the festival as a way to promote Hailey’s hydration packed, easy, lightweight skincare mission, while also allowing customers to test the product’s durability against the often harsh conditions.
Inside the event, guests could play games including branded balloon darts for the cutest Rhode stuffies, fuel up at numerous food trucks and drink stations and refresh in a touch up room lined with Rhode products to try.
The Rhode X The Biebers collection is exactly what festival meets dermatology looks like. The colorful Spotwear in daisy and mushroom shapes selected by Justin Bieber, the Caramalized Banana Peptide Lip Treatment and the Peptide Eye Prep are both a friend to dry skin and Instagram-able. They also call back to the whimsical, flower-crown eras of Coachella that fans have especially been missing this year.
To the loyal fans since 2009’s My World and those who just hopped on more recently, the Biebers’ collection is a way, especially for followers weren’t able to partake personally in Justin’s comeback, to feel like a part of their glamorous legacy. Hailey transformed everyday, easily dismissed skincare routine steps into shareable, aesthetic moments.
The first lady of Bieberchella herself arrived in a vintage Dior dress to the event and thanked the guests personally for their support of her brainchild. Rhode X The Biebers stands a statement of good marketing, timing and widespread support.