It shouldn't be a surprise that this model is making a beauty brand of her very own. Hailey Bieber née Baldwin is known for her flawless and always radiant skin. So amongst a flood of celebrity beauty brands, this one does make total sense.
The brand is called Rhode, a name taken from the model's own middle name. And unlike the new celebrity beauty brands of late, like Jennifer Lopez's or Halsey's brands, this one is not a colour cosmetics line. Rather it's a skincare and wellness brand. We're still only in the early stages, so we don't have all the details just yet, but here is everything we do know.
What is Rhode? And what products can we expect to see?
While there have been rumours swirling for many months that Hailey would bring her own brand to life, we're only just getting the finer details now.
Based on a trademark application that Hailey filed, we know that Rhode is going to be a beauty brand with particular focuses on skincare and wellness. The trademark application covers "wellness merch, bath and shower products, beauty creams, personal cleaning products, cosmetics, makeup, fragrances, haircare, and skincare," according to the original report.
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Given Hailey's penchant for face masks and self care, we're guessing this will be a skin-focused brand.
When will Rhode launch?
There are no concrete details about when we might actually get to see what Rhode will look like. But it can't be too far off because the brand already has an Instagram account that is slowly accumulating followers.
In the past years, Hailey has filed several other trademark applications for her beauty brand, but many of them were rejected. This tells us that her plans for a brand have been in the works for some time and we might see the products and brand launch sooner than we ordinarily would.
Doesn't Hailey Bieber already have her own beauty brand?
Not technically. But Hailey has done plenty of beauty collaborations in the past including recent partnerships with Bare Minerals and a collaborative line with ModelCo.
Rhode will be her first self-owned and self-created beauty brand that she builds from beginning to end.