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It can feel difficult to relate to celebrities — and their persuasive “this-totally-works” reviews that promote their own beauty brands — when they look seemingly perfect on the red carpet and don’t publicly reveal how they cope with their imperfections. But we can relate to Hailey Bieber.
Though she looked absolutely flawless in paparazzi pictures covering her recent Met Gala appearance, the 24-year-old model once opened up about her struggles with adult acne in a 2020 interview with ELLE UK: “When I went on birth control for the first time a few years ago, my skin totally changed. I'd never had any kind of acne before, whereas now I'll get hormonal break outs from that.”
For that reason — and the fact that she regularly shares beauty advice on Instagram — we think Bieber’s eventual skincare line “Rhode” will be different from other celebrity beauty brands.
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After months of speculating whether she would launch her own beauty company, Bieber finally confirmed the rumors to be true while speaking on Demi Lovato’s podcast. “'I’m going to step into the beauty world and I'm starting a company which has been really exciting,” Bieber said on a segment of 4D With Demi Lovato. “We've been working on it now since the very beginning of the pandemic so we're almost two years into it. I feel like for the first time ever I know this is where I'm supposed to be and this is what I'm supposed to be doing.”
In the past, Bieber unsuccessfully filed multiple trademarks for beauty brands, including ‘Bieber Beauty.’ However, TMZ reported her recently filed trademark for Rhode, which is a beauty, skincare and wellness brand. In fact, the trademark also mentions “wellness merch, bath and shower products, beauty creams, personal cleaning products, cosmetics, make-up, fragrances, haircare, and skincare.”
Taking inspiration from her husband, Justin Bieber, the model used her middle name Rhode — her full name is Hailey Rhode Baldwin Bieber — to define her latest business venture. As it turns out, the 27-year-old singer also used his middle name, Drew, when creating his fashion label Drew House.
For now, there’s no additional information revealing when Rhode may launch or what products the first drop will include. Nevertheless, there exists an Instagram account that may perhaps be related to the potential skincare brand. Until then, we’ll sit patiently and leave it to Hailey to announce her grand entrance into the skincare industry.
