Now is undoubtedly the time of the celebrity beauty line. In recent times, we’ve had filed trademarks, hints and full-on launches from the likes of Selena Gomez, Jennifer Lopez, Rihanna and more.
Now it's the turn of Hailey Bieber, who appears to have filed legal documents seeking to obtain rights to the brand name ‘Rhode.' With Rhode being the star’s middle name, it appears she is taking a page out of husband Justin Bieber’s book, who uses his own middle name for his clothing line, House of Drew.
While Bieber hasn’t yet confirmed the line, according to documents obtained by TMZ, Bieber is looking to launch beauty and wellness merchandise, bath and shower products, beauty creams, personal cleaning products, cosmetics, makeup, fragrances, hair care and skincare.
This news comes almost two years after it was first revealed the 24-year-old was looking at foraying into the beauty business. In April 2019, she filed a trademark for ‘Bieber Beauty,’ but it was rejected for having too many similarities to one that Justin filed back in 2010.
In the past, she has also attempted to secure the rights to Rhode Beauty, HB Beauty by Hailey Bieber, HRBeauty, Dew Beauty and Dewy Beauty, but to no avail.
Bieber already has experience in the beauty world, having been the face of BareMinerals since 2018. And while there’s no word yet when the new line will launch, it’s predicted to be a huge one.