Photo of Hailey Bieber with long, wavy hair and a diamond necklace
Hailey Bieber confirmed that she's launching a skincare brand while she was a guest on Demi Lovato's podcast. | Theo Wargo/Getty Images

Hailey Bieber Is Launching Budget Beauty Brand, Rhode

Not long after filing a trademark for the brand name "Rhode," Hailey Bieber confirmed that she's launching a budget-friendly skincare line.

Hailey Bieber is launching a 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 Bieber.

“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.”

Bieber hasn’t released any other details about her new company. According to reports, she filed a trademark for “Rhode,” her middle name. An Instagram account, which has already amassed more than 27,000 followers, appears to exist for the brand under the handle of the same name. 

The model did reveal she wants the brand’s products to be budget-friendly. “I want to make products that people can get their hands on, that are affordable, that they can enjoy that really work,” she said. 

Hailey Bieber’s skincare brand

Considering that Bieber 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. 

“Over the past 2 and ½ months, I completely cut meat (other than fish) out of my daily eating and have been sticking to more vegetarian/vegan dishes,” she said earlier this year. “I have never felt better! Feel so clear and energetic. Just sharing for anyone who may be thinking about cutting out meat.”

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.

But her latest beauty venture will prioritize inclusivity. “Individuality means everything to me,” she explained.

“I think there’s been a lot of important conversations that have started over the last year two years, probably more so in the last year, where there was a big discussion about representation,” she continued. “Different ethnicities, different body types… And I really want to embrace being myself and want to celebrate people for being themselves.”