Hailey Bieber is launching a beauty brand in 2022.
The 24-year-old model, who is married to pop singer Justin Bieber, first 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.
Now, she has confirmed that the new line will be coming in 2022. In a Q&A posted to her YouTube channel, Bieber responded to a question about her new brand: “OK, I’m not going to be shady about it. Rhode has been in the works for a very long time, and it is getting so close. It is coming in 2022, and I am very excited.”
Bieber hasn’t released any other details about her new company. An Instagram account under the same name has already amassed more than 30,000 followers.
On Lovato’s podcast, 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 to Lovato.
“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.”