Hailey Bieber‘s long-awaited beauty venture is coming into focus in 2021. TMZ reports that Bieber just filed a trademark for Rhode, a beauty, skincare, and wellness brand. The trademark covers “wellness merch, bath and shower products, beauty creams, personal cleaning products, cosmetics, makeup, fragrances, haircare, and skincare,” according to the site. We expect Rhode to mainly focus on skincare at launch.
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If all this sounds vaguely familiar—good memory! Bieber has filed several trademarks for beauty brands in the past, most notably for “Bieber Beauty.” That last one was rejected in 2019 by the U.S. Patent & Trademark Office because her husband, Justin, had a similar cosmetics application dating back to 2010. She’s also tried Dew Beauty and Dewy Beauty but it looks like Bieber’s finally landed on Rhode, which is her middle name. Similarly, Justin owns the fashion label Drew House which takes after his middle name.
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This isn’t Bieber’s first beauty venture, either. The former Baldwin and top model currently works with Bareminerals, and has worked with both L’Oréal and Modelco in the past. She even released a capsule collection of makeup with with latter back in 2016.
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No word yet on when Rhode beauty is launching, but there does seem to be an Instagram account already live with 14.6k followers. The skincare products are likely to be clean, plant-based, soothing, and potentially beach-inspired. “My skin feels the best when I’ve been in the ocean,” the 24-year-old model told BAZAAR.com back in December 2020. “Salt water is the best skin healer for me, and I’ve found that nature can be the most soothing for my sensitive skin.”
We’ll update this post when we know more about Rhode beauty.
This article originally appeared on Harper’s BAZAAR US