Why Harris Dickinson changes everything for rhode (and it’s no coincidence)
When skincare becomes a matter of attitude, not gender. By recruiting British actor Harris Dickinson, rhode blurs the traditional lines of male beauty.
A campaign that goes against conventional codes
Founded by Hailey Bieber, rhode has established itself in recent years as a minimalist, sensorial and ultra-aesthetic skincare brand. But by integrating Harris Dickinson into its universe, it has passed a symbolic milestone. It’s no longer a feminine brand opening up to a male audience, but an actor embodying a transversal philosophy of beauty: gentle, radically simple, almost silent.
In a series of black-and-white shots with a clean art direction, the actor doesn’t just pose. He makes the skincare ritual his own, in particular with Glazing Mist, the brand’s flagship product. Far from playing a role, he becomes the ritual. Each drop on his face tells a story of intimacy, personal care and a new legitimacy in a world long perceived as feminine.
Harris Dickinson: rugged charisma and confident gentleness
Revealed in such demanding films as Babygirl and The King’s Man, Harris Dickinson exudes a rare blend of fragility and quiet strength. Rhode captures this contrast with finesse. Where other brands would have chosen a “standard” model, Hailey Bieber opted for an artistic figure. She recognized in him an aura of his own, far removed from masculine stereotypes, and close to a modern masculinity: sensitive, nuanced, embodied.
An inclusive vision marks a turning point for rhode
With this campaign, rhode doesn’t segment. It doesn’t propose a range “for men”, but a universal skincare community, centered on emotion, texture and an intimate relationship with oneself. It’s a powerful, almost political gesture: taking care of your skin is no longer a question of gender, but of presence in the world.
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