Not long after filing a trademark for the brand name "Rhode", Hailey Bieber confirmed her Budget Beauty Brand.
The 24-year-old model, who is married to pop singer Justin Bieber, hinted at the launch of her own skincare brand on an episode of Demi Lovato’s podcast, 4D with Demi Lovato.
“I’m going to step into the beauty world. And I’m starting a company which has been really exciting,” said the model and added “We’ve been working on it now since the very beginning of the pandemic so we’re almost two years into it,” she continued. “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.”
After considering a line inspired by her marital surname, the model has reportedly turned to her middle name Rhode (her full name is Hailey Rhode Baldwin Bieber) for her latest business venture.
Hayley Bieber didn’t reveal much about her new brand. What she did say was that she wanted her products to be affordable so that everyone could get their hands on and see how they work.
Considering that the model follows a predominantly plant-based diet and has a skincare routine that features cruelty-free products, it’s likely the brand will also be cruelty-free and vegan.
The new skincare brand wouldn’t be Bieber’s first foray into the beauty industry. She’s the face of cruelty-free, clean beauty brand BareMinerals and has served as a L’Oréal ambassador. She also collaborated with Australian beauty brand ModelCo to release her own 22-piece makeup collection.
Currently, there is no information on when Rhode might launch or what products the first drop could include, however, there is a live Instagram account that may be attributed to the reported skincare brand.