Hailey Bieber beauty brand Rhode
Credit: Instagram @haileybieber

I don’t think we’ll ever forget our giddy excitement after it was first revealed Hailey Bieber would drive the helm of a new beauty brand. But that was just under two years ago. After silence over the forthcoming project (the original name ‘Bieber Beauty’ was rejected in 2019), it now appears the beauty, skincare and wellness brand is coming into focus for 2021.

TMZ reports that Bieber has filed a trademark for ‘Rhode’, which happens to be the model’s middle name. The trademark covers “wellness merch, bath and shower products, beauty creams, personal cleaning products, cosmetics, makeup, fragrances, haircare, and skincare,” according to the publication. An Instagram account has been created in its name which already boasts 14,700 followers at the time of publishing.

It’s no secret the the 24-year-old knows a thing or two about skincare. Bieber is often sitting on Instagram masking and occasionally shares her lengthy routine on how to achieve a glowing complexion – you need to try this hack. She is also the face of BareMinerals and has partnered with L’Oreal and ModelCo in the past.

Hailey Bieber beauty brand Rhode
Credit: Instagram @haileybieber

Bieber joins the likes of Kim Kardashian and Kylie Jenner who both hold empires in makeup and skincare, as well as Gwyneth Paltrow’s cult wellness brand, Goop. Though we suggest taking care when burning one of her famed Vagina-scented candles, explosions have been reported.

Speaking on the topic of skincare via social media, Bieber said in 2020, “Justin has really nice skin naturally, [but] over the last two years he’s been struggling with adult onset acne breakouts. So, [since] I’m super into skincare and especially since we’ve had a lot of time in this quarantine, I told him that by the time we exit [isolation] he’s going to have glowing, perfect skin.”

In an interview with BAZAAR.comBieber also revealed, “My skin feels the best when I’ve been in the ocean,” the 24-year-old model told BAZAAR.com back in December 2020. “Salt water is the best skin healer for me, and I’ve found that nature can be the most soothing for my sensitive skin.”

Stay tuned for further developments on the launch of Rhode.

thoughts?