'Ski-Core' is Here: How Rhode's Snow Club Is Redefining Winter Skincare
Hailey Bieber’s brand heads to Montana with winter launches, limited-edition accessories and a growing 'ski-core' beauty strategy.
If your social feed is suddenly filled with snow, goggles and glossy skin, it is not just because the Winter Olympics are here; you are witnessing the birth of beauty’s new obsession: ski-core, and of course, Hailey Bieber’s brand, Rhode, is leading the way with its new Rhode Snow Club activation in Montana.
Rhode Snow Club: Hailey Bieber Takes ‘Ski-Core’ Beauty To Montana
Rhode has launched a new set of winter products and limited-edition accessories this week, timed with a branded ski-trip in Montana that positions the label firmly within beauty’s emerging ‘ski-core’ marketing wave.
The Hero Launch: Rhode Caffeine Reset Mask
At the centre of the winter release is the Caffeine Reset Mask, a de-puffing face mask and sculpting treatment designed to ‘snatch, glow and reset’ skin affected by winter fatigue. It sounds like a morning espresso for tired, winter skin! The formula includes caffeine and poppy extract and was developed within Rhode’s very first in-house lab, where Hailey Bieber and the brand’s chemists test new formulations. It is fragrance-free and designed for cold-weather skin recovery.
Did you know? Caffeine constricts blood vessels to reduce redness caused by windburn…
Cold-Weather Essentials: Peptide Lip Boosts & Winter Accessories
Also launching are updated Peptide Lip Boosts in Sugarmint and an unscented version, formulated with peptides and amino acids intended to smooth, plump, and hydrate lips exposed to low temperatures and wind.
Alongside the skincare, Rhode has released a small selection of winter accessories and limited-run items, including; a white terrycloth headband, a Rhode bubble bag, and curated sets featuring supermodel Anok Yai’s edit.
(Orders placed during the launch window will receive limited “Rhode Snow Club” stickers while stocks last).
What is ‘Ski-Core’ Marketing?
The Montana trip functions as both a campaign backdrop and a product testing ground. Guests documented snow-based activities and branded environments designed around Rhode’s established visuals: neutral tones, glossy surfaces and minimal packaging. Influencers, including TikTok creator Katie Anne Fang, attended, with content showing arrivals stocked with Rhode products and rooms styled with exclusive branded winter accessories.
The marketing strategy reflects a wider shift across beauty, with brands using alpine destinations to showcase how formulas perform in harsh weather while aligning themselves with aspirational travel destinations.
High-altitude conditions, where cold air, wind exposure and increased UV reflection from snow affect skin, provide a perfect backdrop for promoting hydration and protection focused, apres-ski beauty routines.
From Sephora to the Slopes: Rhode’s Rapid Expansion
Rhode’s winter campaign also extends the brand’s recent focus on community-led visibility which we love here at The Beauty Ed®
Rather than traditional celebrity-only casting, guest lists have mixed established names with younger digital creators whose audiences overlap with Rhode’s core Gen Z consumer base. This approach mirrors the strategy seen during the brand’s UK rollout; highly visual digital marketing, from branded vehicles to cohesive retail displays, played a central role in driving attention.
Valentine’s and winter retail windows remain significant sales periods for beauty brands, particularly across lip treatments, masks and gift sets. By combining seasonal products with limited-edition merchandise and destination content, Rhode’s latest drop positions itself within both categories: functional cold-weather skincare and iconic, campaign-driven releases.
The winter collection and associated products are available now via rhodeskin.com.