All of the initial products are vegan, cruelty-free and gluten-free, and priced below $30. Bieber designed the range to be essentials-focused. “My philosophy for the brand, and the ethos for me, is to make one of everything really good — it’s those staple products you keep going back to. It’s also my philosophy when it comes to curating my wardrobe: the perfect pair of jeans, that one really good T,” she said.

Although her vision for Rhode was clear, she also knew her own limitations. “I have vision, I have ideas, and I’m creative, but I’m not a chemist or a dermatologist,” she said. “The team has done such a good job of dealing with my crazy midnight texts.”

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Report: @JamesManso