Celebrity beauty lines will continue to be the centre of conversations this year. Kim Kardashian will re-brand her KKW Beauty empire to SKKN following her divorce from Kanye West. Meanwhile, model Hailey Rhode Baldwin AKA Mrs Justin Bieber is busy preparing for the launch of her beauty brand, Rhode as well. In fact, celebrity makeup artist Nina Park recently gave a little tease about Hailey’s brand on Instagram. Here’s what we know so far.
Rhode will launch this year
Hailey Bieber had plans to launch her own beauty line more than three years ago. According to Allure, she attempted to file a trademark for Bieber Beauty back in April 2019. However, she wasn’t able to as it shared too many similarities with what her husband Justin Bieber had filed back in 2010. Fast forward to February 2021, she filed another trademark for the naming rights to Rhode. Now, she’s working on launching the brand this year.
The news was first revealed in November 2021 in one of Hailey’s YouTube videos, where she shared that “Rhode has been in the works for a very long time” and will launch in 2022. Details of the brand have been kept under wraps until recently.
Rhode will start with skincare
The 25-year-old was involved in a photoshoot that involved some of the beauty industry’s most prolific professionals, including fashion stylist Karla Welch, OUAI founder and hairstylist Jen Atkin and makeup artist Nina Park. Nina posted a photo of Hailey with damp hair, dewy makeup and a casual ribbed tank top on her Instagram.
Apart from the usual tags, Nina had also tagged @rhode in the post, which potentially hinted that Hailey’s beauty look was created using Rhode Beauty products and/or the look was created for the brand’s launch campaign.
Rhode's Instagram account has yet to reveal any details. With the words “rhode skincare” in its bio, we’re guessing that the brand will launch with a line of skincare products first that will help fans to mimic Hailey’s luminous yet effortless-looking ‘dolphin’ skin.
If all goes well, it may then branch out to other categories, such as makeup, fragrances and haircare; a report by TMZ found that Hailey has plans to use the potential Rhode trademark to launch a beauty brand that encompasses “beauty and wellness merch, bath and shower products, beauty creams, personal cleaning products, cosmetics, makeup, fragrances, haircare and skincare.”
What are your thoughts on celebrity beauty lines?
Speaking of beauty launches, celebrity makeup artist Patrick Ta’s beauty brand is now available at Sephora Singapore. See here for more details.