Where the celebrity fragrance line once ruled supreme, now anyone with a verified Instagram account is scrambling for a slice of the skincare market.
Jennifer Lopez – who spent the early ’00s releasing not one, but 31 perfumes – has put her name to skincare (the secret to that glow, apparently, is olive oil) while Emily Ratajkowski, Maya Jama, Carmen Electra and Pharrell Williams have all launched their own offerings in the last year.
Just this week, Priyanka Chopra released her haircare brand Anomaly, and Alicia Keys’ wellness-heavy Soulcare has hit the shelves. Now, the famously good-skinned Hailey Bieber is said to be wading in with beauty brand Rhode, which is also her second name.
According to documents obtained by TMZ, the trademark covers “wellness merchandise, bath and shower products, beauty creams, personal cleaning products, cosmetics, make-up, fragrances, haircare, and skincare”.
So, where will Bieber beauty take us? Our guess is that skincare will be the first stop. The model often talks about her interest in the industry: “(I’ve) been diving so deep into skincare and all the different ways I can boost my skin during this quarantine,” she said on Instagram last year. “From how it’s being affected from the inside out (what I eat and drink) and from what I use to protect and nourish it on the outside. Trying to keep that glow from the inside out.”
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The model has also taken credit for helping husband Justin Bieber with his own acne struggles, telling Elle: “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 breakouts from that. After Justin went on Accutane for his acne I helped him repair his skin. Weirdly, when he was a teenager, which is when you’d think he might get acne, his skin was perfect and then suddenly it came out when he was an adult, so it’s something he’d never had to deal with before. I did a load of research about skincare for acne-prone skin for both of us.”
This won’t be Bieber’s first foray into the skincare industry, either: she is currently the face of Bareminerals, appearing alongside her mother in the campaign for the brand’s bakuchiol-based Ageless line.
We may not have any details on Rhode just yet, but the brand’s quietly launched Instagram account seems to have generated interest, with 14k followers already signed up. Clearly, there’s still an appetite for A-list approved beauty.
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