A Perth beautician says a new controversy over celebrity skincare trends is a reminder for consumers to choose carefully.

Rhode Cosmetics’ newest product, produced by Hailey Beiber, an influencer, model, and wife of Justin Beiber, was released in February of this year and within days became a viral sensation across social media platforms such as TikTok.

Rhode Cosmetics generated $397 million in net sales during the last fiscal year.

The product debut of the Glazing Milk was a major success, with Vogue Australia reporting over one million visitors across 110 stores in Australia and New Zealand.

However, many skincare experts are concerned the product’s virality and celebrity-status may be causing some women to rush into buying it before seeking the correct skincare advice.

UWA student Yuki Swe is one of many women who experienced acne breakouts  after buying the Glazing Milk.

“I used it for about two to three weeks, saw the breakouts and immediately stopped using it,” Ms Swe says.

She says felt inclined to buy the product because of its popularity online, which was said to give people ‘glass skin’ and would make them look like Hailey Bieber.

However, Beauty therapist and owner of Little Skin Studio Jo Lane says this mindset can be very damaging.

“I think a lot of people are just aspiring to have amazing, glassy, perfect skin, which isn’t really in the real world.”

Brand image and reputation had also had a major effect on how people are approaching their skincare in 2026.

Tash Gardner is a marketing manager for tech company CISCO. She says building brand trust is crucial.

“Perception is everything. If packaging and branding align with the aesthetic that the consumer is going for, they’re more likely to trust it,” she says.

“They say dont judge a book by it’s cover, but branding revolves around creating positive sentiment in a consumer at a glance. In the case of Rhode, it’s a classic example of why beautiful branding can mask what’s truly important.”