I didn’t realize how deep I was in until I caught myself refreshing my Instagram stories like it was breaking news. Not once. Not twice. Over and over. Rhode’s brand trip to Montana has quietly taken over my feed, my explore page, and honestly my brain. And I’m not mad about it.
There’s something about a well-executed brand trip that feels less like marketing and more like a moment you’re being invited into. Rhode understands this better than most. They don’t just launch products. They create an atmosphere around them. This Montana ski trip was not just about new releases, it was about building anticipation in a way that feels immersive, aspirational, and oddly personal, even if you’re watching from your couch.
I’ve followed Rhode closely since day one. I like the restraint of the brand, the edited approach to beauty, the way nothing ever feels rushed or noisy. But this trip? This felt like a new chapter. Bigger. Bolder. Still very Rhode, but with a clear understanding of how content, community, and hype intersect right now.
Montana as a location was a smart choice. Snowy landscapes, cozy cabins, après-ski energy, neutral palettes everywhere you look. It mirrored Rhode’s brand DNA without screaming it. Soft, clean, elevated, but still grounded. Every piece of content felt cohesive without feeling staged. You could tell there was direction, but there was also room for creators to exist within it naturally.
As someone who consumes beauty content daily, I’m quick to scroll past anything that feels forced. This wasn’t that. The creators felt genuinely excited to be there. The environment made the products feel more tactile, more lived-in. Lip treatments pulled out of jacket pockets. Glowy skin against cold air. It was subtle storytelling done right.
The focus of this trip centered around Rhode’s newest and biggest drop of the year. Without turning this into a product sheet, the new releases feel like a natural extension of what the brand already does well. Skin-first beauty that looks effortless but polished.
Rhode’s newest products include two highly anticipated items that have been getting major buzz online this season: the Caffeine Reset face mask and the Peptide Lip Boost lip mask. These launches represent some of the brand’s biggest skincare additions in 2026 so far and have been teased and featured heavily in creator content from the Montana trip and beyond.
Caffeine Reset - This is Rhode’s first cream face mask formulated to refresh and energize the skin. It’s designed with caffeine to help reduce puffiness, peptides to support radiance, poppy extract for skin‑firming benefits, and VBE (Vanillyl Butyl Ether) to invigorate dull skin. It’s fragrance‑free and safe for the delicate eye area, making it ideal as part of a morning routine or as pre‑makeup sculpting.
Peptide Lip Boost - A new category for the brand, this is a rich, balmy lip treatment that visibly plumps lips instantly and promotes fuller‑looking volume over time. Its key ingredients include four different peptides, a Konjac Hyaluronic Acid Complex to support moisture and volume, smoothing amino acids, and VBE for a comfortable, slightly tingling sensation. It’s available in both Sugarmint for a refreshing twist and an unscented version for those who prefer simplicity. The formula leaves lips looking cushiony, soft, and slightly rosy when worn alone, and matches well with Rhode’s existing lip liners and balms.
Both products launched on February 9, 2026, on Rhode’s website, and the lip mask is set to hit Sephora stores on Feb 26, followed by the face mask on March 26 in broader retail
This wasn’t just about selling new items. It was about reinforcing Rhode as a brand that understands modern beauty culture. The way we consume content. The way we build trust. The way hype is created without shouting.
In a landscape where everyone is competing for attention, Rhode chose subtlety. And that choice feels very aligned with where beauty is heading.
This trip made me more invested in the brand, not just the products. It reminded me why Rhode stands out in an oversaturated market.
By the time the products officially drop, it already feels familiar. Desired. Anticipated. That’s powerful marketing, but it doesn’t feel like manipulation. It feels like being included in the buildup. I’ve seen brands overdo it with launches, pushing urgency and scarcity to the point of exhaustion. Rhode plays the long game. They let the excitement breathe. And that makes people want to engage rather than resist.
If this is the direction Rhode continues to take with their launches, I’ll probably keep refreshing my feed. And honestly, I’m okay with that.
Love,
Rae
All images are from the official Rhode website and instagram page
.jpg)
