After more than a year of silence, Hailey Bieber née Baldwin has filed another trademark for her upcoming beauty and wellness brand.
Labelled Rhode, which is the 24-year-old supermodel’s middle name, the trademark covers an extensive line of products from skin, body and hair care skus, cosmetics and personal care products to aftershaves, colognes, sunscreens and tanning oils.
Bieber initially filed for a trademark under her married name to superstar singer Justin Bieber, but this was rejected by United States Patent and Trademark Office due to a ‘confusion’ clause.
In April 2019, she filed ‘Bieber Beauty’ as the name of her cosmetics brand, but due to her husband’s trademark ‘Justin Bieber’, filed in 2013, which covers fragrances, soaps, essential oils, cosmetics and other beauty products, the bareMinerals ambassador was denied her first-choice name.
Following the announcement in June 2019, Bieber has made no hints that her impending beauty line would go ahead, until her new trademark filing in December last year.
No dates have been released indicating when the Rhode beauty launch will take place, however, bets are on that Bieber will introduce her line with a collection of skin care skus.
Seemingly, beauty is a lucrative business for the rich and famous, with the last year showing another influx of celebrity launches.
Pharrell Williams dropped his long-awaited skin care line Humanrace; singer Halsey introduced her surprise cosmetics brand about-face; Jennifer Lopez lifted the lid on her skin care brand JLo Beauty; and Rihanna extended her beauty remit with Fenty Skin in the summer of 2020.
Meanwhile, Priyanka Chopra has launched her own hair care brand Anomaly.
However, celebrity skin care and cosmetics launches have not always dominated the beauty sector, and a cultural shift has meant many A-listers are now snubbing one beauty category in particular.
Fragrances, once the crown jewels of celebrity beauty, no longer have the pulling power they had in the early 2000s.
Reports from 2016 show sales have declined more than 20%, instead making way for celebrity-owned beauty and skin care lines.