Hailey Bieber tells Vogue about her new Rhode blush and spicy (Virgin!) margaritas.

Hailey Bieber knows when something feels right. That’s what the mom-to-be shares with me over Zoom. And while we’re talking about her beauty brand’s big launch today, Genusthe context of reading between the lines is certainly present as well.

Hailey Bieber Debuts New Rhode Blush

“I’ve been developing Pocket Blush for two years,” she shares of the new product, which officially launches on June 20. “There was a completely different iteration confirmed before, but I ended up scrapping it and starting over. “I’d rather take my time than rush something and have it not turn out exactly the way I want it to.”

With permission from Rod

And while it may be small, seriously, the blush fits snugly into the front pocket of my favorite ultra-dense vintage bag. Gloria Vanderbilt jeans – the formula is budget. While the world admired Bieber She rocked a dewy blush at the Super Bowl and Coachella, and wore Pocket Blush during a trip to Japan. The six shades range from coral and pink to deep brown, and the founder says she likes to mix and match.

Pocket Blush: The Story Behind Each Shade

Of course, some shades have their own personal backstories. There’s Spicy Marg, which Bieber declares: “It gave me the gift of vacation, summer, sunshine – and this is the drink I think of when I think of all these things. You can’t go wrong with a spicy fringe.” She adds: “But for me right now, of course, it’s a cocktail.”

Piggy is named after one of her dogs. “Piggy is a blonde Yorkie who has so much character and style and sass. She just carries herself and prances around and I thought she had this pink aura about her. “She’s just a little pink pig.”

For Bieber, the blush made sense as the next Genus launch because it’s her most important color product. “I feel like it brings life to my face,” she says, sitting next to a giant version of the product. “And it does something for me—it makes me feel good.”

Already a hit on social media

They’ve barely been released in the US and are already a hit. Proof? Tik Tak, the most advanced social network for beauty, where videos with tests of the blushes in question are multiplying like wildfire. In just a few weeks, some of them have already gained several hundred thousand views. On fashion usa

, Hailey Bieber gives us an idea of ​​how to apply this blush for a guaranteed sun-kissed effect. A success that must be similar in France: the sale lasted only a few hours and they are already declared sold out! There is only one thing left to do to get your hands on one of these cheeky sticks: join the waiting list…