Joining the ranks of fellow A-listers like Alicia Keys, Halsey, and JLo, who’ve recently launched beauty and skincare lines, Hailey Bieber is making some major moves in launching a brand of her own.
Back in February 2021, it was reported that the 25-year-old had filed a trademark for the company under her middle name ‘Rhode’ — taking a page out of husband Justin Bieber’s book, who uses his middle name for his clothing line, House of Drew.
The brand is set to cover a wide range of cosmetics, including “wellness merchandise, bath and shower products, beauty creams, personal cleaning products, cosmetics, makeup, fragrances, haircare, and skincare,” according to the trademark registration.
Of course, this isn’t the first time Hailey has dipped her toe into the beauty world. Aside from being everyone’s favourite model, Hailey has been the face of Bare Minerals since 2018.
The news of Rhode came after her original trademark for ‘Bieber Beauty’ was denied in April 2019. The name apparently held too many similarities to a name her husband, Justin Bieber, filed back in 2010.
But after months of subtle hints, it seems Rhode’s release is finally on the horizon. In a Q&A video posted on her YouTube channel last November, Hailey revealed that Rhode has “been in the works for a long time” and that “it is coming in 2022.”
Earlier this week, the model took to Instagram to tease her much-anticipated brand. In a series of bikini-clad selfies, Hailey was rocking her signature “Clean Girl” look with flawlessly dewy and sun-kissed skin.
Captioning the post “Glazed 🍩🍩skin all 2022. Tell a friend” and tagging @rhode in the third picture, many fans are attributing her all-over-glow to her upcoming line.
Though Hailey has yet to make an official announcement regarding Rhode’s launch date, we’re eagerly awaiting our chance to get that Bieber glow.
Check back for updates.