Hailey Bieber has grand plans for her skin-care label, Rhode, aiming to stand out in an increasingly crowded field of celebrity brands.
During Rhode’s early days, products would be tough to purchase because they would sell out so quickly, leaving some shoppers frustrated. That scarcity wasn’t part of some marketing master plan, Bieber said. Sales just exceeded the company’s forecasts. And the world’s cosmetics giants have kept a close eye on this segment of the industry. In 2019, Coty Inc. acquired a majority stake in Kylie Jenner’s label Kylie Cosmetics for $600 million , then bought 20 per cent of Kim Kardashian’s brand, now called SKKN BY KIM, for $200 million .
It’s been a busy year for Bieber, who — along with husband Justin — is a perpetual feature in the tabloids. Hailey Bieber, whose father is actor Stephen Baldwin, wore a “Nepo Baby” T-shirt in January that had both fans and haters buzzing. Then came a controversy on TikTok over suspected tension between Bieber and singer-actress Selena Gomez.
“I wanted to nail that down and have it on the back burner,” Bieber said. “It may never come to life. It may be for something else, who knows. I’d had that name in my mind for a long time.”