Why Hailey Baldwin’s Beauty Brand Will Be Called Rhode

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Hailey Baldwin is set to be the next celebrity beauty mogul.

The model, 24, seems ready to launch her beauty empire, named Rhode, after having registered various brands in 2019 and 2020.

Almost 15,000 people (and it’s not over yet) are now following Rhode’s Instagram account, which Baldwin herself also follows. No photos have been shared yet, and the bio for the account simply reads “2021”.

The BareMinerals ambassador has dutifully posted about her love of skin care over the past year, even taking dermatology classes – and diligently treating Justin Bieber’s acne on Instagram.

Initially, Baldwin filed a trademark with the United States Patent Office for the name Bieber Beauty, which was finally rejected due to many factors, including probable confusion with earlier marks registered by her husband, Justin Bieber.

“The reason this may sound strange is that there is actually a connection between Hailey Bieber and Justin Bieber,” Alexandra Roberts, associate professor at the University of New Hampshire Law School, told Page Six Style.

“If the coexistence of brands leads consumers to think that brands are associated, they are not entirely wrong.

Although both stars opposed the USPTO’s denial, Baldwin’s attorneys argued, in part, that Bieber Beauty’s name creates an “aura” that “suggests a look, a lifestyle. [and] a picture… that Mrs. Bieber walks in ”- they eventually decided to drop the name in favor of Rhode.

The Switch could still be inspired by her husband; Much like Bieber’s Drew House clothing line, Rhode is derived from the model’s middle name.

The Rhode trademark registration, which bears the same logo as the Instagram account, encompasses beauty and wellness products such as moisturizers, bath and shower gels, cleansers, deodorants, perfumes, hair care, makeup , sunscreens and more.

A representative for Baldwin did not respond to Page Six Style’s request for comment.

The Biebers were not the first to see their branding plans thwarted by confusion between surnames; In 2016, Kim, Khloé and Kourtney Kardashian teamed up to oppose Blac Chyna’s request to register Angela Renee Kardashian’s name when she was engaged to their brother Rob, claiming that she “was deliberately seeking to profit from the goodwill and popularity” of the Kardashian name.

One thing is certain: Regardless of its brand, Baldwin’s fans can’t wait to see what it has in store for them.


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