rhode: Soft Return
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info
Peptide Lip Tint in Veil
Limited edition
Veil is a sheer cream lip tint that tones down natural lip color instead of layering on pigment. The effect is subtle and diffused, similar to a very thin concealer gloss, leaving lips glossy, balanced, and comfortable rather than flat or opaque.
Insight and inspiration
This concept was developed in response to the growing return of 2010s inspired trends across beauty and fashion. Muted makeup, soft neutrals, and nostalgia driven aesthetics are resurfacing, but in more refined and wearable forms. By positioning Veil as a limited edition shade, the brand can respond to cultural nostalgia without long term commitment, reinforcing its thoughtful and trend aware approach. Every detail was intentionally restrained to align with rhode’s brand voice and elevate desirability through simplicity.
overview
Soft Return is a 2026 concept campaign for rhode that introduces a new direction within the brand’s lip category. This centers around a limited edition Peptide Lip Tint in a sheer cream shade, positioned as rhode’s lightest lip offering to date. A pale, sheer gloss tint that brings light to the lips and softens contrast, inspired by muted beauty moments of the 2010s.The launch expands rhode’s existing lip tint lineup while staying true to its skin-first philosophy and casual yet remarkable marketing approach.
