Hailey Bieber is a trendsetter. Her Rhode iPhone case is so iconic, it’s not just patented, it’s also immortalized in song. (Her husband, Justin, crooned about her and her products in “GO BABY,” singing: “That’s my baby / She’s iconic / iPhone case / Lip gloss on it.”) Now, weeks ahead of her 29th birthday, she’s releasing a new version of the viral product, and the accompanying campaign is one of her most memorable to date.

Every November, Bieber drops a special Rhode birthday edit. This year, the limited-edition collection includes four throwback (and now-scented) shades of her viral Peptide Lip Tints , an oversized bag, plus the brand-new Snap-On Lip Cases with MagSafe technology so you can snap them on and off whenever you want. Naturally, the founder had to model the merch.

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