Hailey Bieber's 'glazed donut' skin care brand Rhode is almost here

By Sarah Parsons | Published: 13-Jun-2022

The model and wife of singer Justin Bieber first trademarked for a beauty business in 2019

Hailey Bieber, the model and wife of Justin Bieber, has finally announced the launch date of her highly anticipated beauty brand.

After months of speculation, Bieber - née Baldwin - confirmed that her long-awaited skin care line Rhode will launch on 15 June to her 45 million Instagram followers.

The fashion it-girl and social media personality first filed a trademark for a beauty brand called ‘Bieber Beauty’ in April 2019, but the application was rejected over confusion with her husband's business.

A successful trademark application was completed in 2021 for 'Rhode', the 25 year old'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 unveiled the logo, along with campaign imagery, for Rhode in April and confirmed a June launch.

“Dewy, delicious skin is almost here,” Bieber wrote in an Instagram post on Friday.

The post has received more than 621,000 'likes' and nearly 6,000 comments.

Rhode is expected to focus on the 'glazed donut' skin trend as hinted by Bieber's campaign imagery which sees the model holding the baked good next to her face.

Popularised by Bieber, the 'glazed donut' look focuses on layering skin care with light-catching, glossy products.

The supermodel has repeatedly used her platform to promote 'glazed donut' skin in recent years.

"Glazed 🍩🍩 skin all 2022. Tell a friend," she wrote in an Instagram post in January.

"My standard when I go to bed at night is that if I'm not getting into bed looking like a glazed donut, then I'm not doing the right thing," she said in a YouTube video.

"Find yourself a moisturiser that helps you look like a glazed donut at the end of the day."

Searches for 'glazed donut skin' have spiked on Google and TikTok videos related to the trend have been viewed more than 73 million times.

Legacy brands, such as Clinique, have also picked on the social media hype.

Bieber, a former face of bareMinerals, has been building a social media presence that focuses on cosmetics and wellness.

Last year, the daughter of actor Stephen Baldwin set up her own YouTube channel.

The 1.71 million subscriber-strong platform includes collaborations with celebrities and brand owners, such as mega-influencer Hyram Yabro and fellow model Rosie Huntington-Whitely.

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