'Can’t wait to buy it and throw it away’: Hailey Bieber roasted as she promotes new Rhode cleanser
LOS ANGELES, CALIFORNIA: Hailey Bieber is under fire for promoting products from her skincare line, Rhode and Beauty, on social media. On January 25, 2024, the fashion model took to her Instagram page to showcase the latest addition to her line, the Pineapple Refresh, a balm to lather-cleanser priced at $28, available exclusively on Rhode's official website.
In her caption, she enthusiastically announced, "Pineapple refresh is HERE get yours rhodeskin.com @rhode," Accompanying the announcement were snapshots of Hailey flaunting different outfits, ranging from a sleek black swimsuit to an elegant white dress and an eye-catching all-yellow ensemble. While the Instagram post exudes glamour, it seems that not everyone is buying into the skincare hype.
One social media user wrote, "Oh my god, I can’t wait to buy it and throw it away."
A more direct critique followed, with a user pointing out a specific issue, "Ur lip balm gritty as hell."
The criticism continued, with one user sharing their negative experience, "Your products are trash 🗑️ there’s a lot of complaints about them. There grainy and break people outtt."
A user went on to say, "I don’t see any pictures that have to do with the product or results. It’s giving conceded and the sad part is, you people take advantage of people because they admire you for some strange reason."
Another user commented, "Acting like you hold a job down. That's hilarious."
A comment read, "Sexualising yourself is the only way to promote your products."
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Why did Hailey Bieber name her skincare brand Rhode?
Hailey Bieber initially aimed to name her beauty brand 'Bieber Beauty,' but her attempt to trademark the name was thwarted by the United States Patent Office. The rejection hinged on various factors, notably the potential for confusion with trademarks already registered by her husband, Justin Bieber. Undeterred, the beauty mogul pivoted and decided to honor her matriarchal lineage by choosing her middle name, Rhode, as the brand's moniker.
During a conversation with Vanity Fair, Baldwin shared insights into the inspiration behind her skincare line, saying, “My skincare goes all the way back to being a kid—getting out of the shower or the bath, and my mom just not letting me leave the bathroom until she, like, drenched me head to toe. Like a baby glazed donut.”
Hailey Bieber's decision to incorporate the middle name Rhode into her beauty brand holds sentimental significance, as both her mother and great-grandmother share the same middle name. The familial connection doesn't end there, as Justin Bieber's Nana has a penchant for face creams, further tying the brand to family traditions.
Hailey expressed her desire to pass down both her and her husband's middle names to their future children, She added, “I wanted to pass down both of our middle names, eventually, to kids." On a parallel note, Justin Bieber's venture into the business world with his apparel line, Drew, showcases a similar strategy of utilizing his middle name.
How much has Hailey Bieber made from Rhode?
The skincare brand Rhode, introduced by Hailey Bieber in 2022, quickly gained popularity with its initial offerings of a serum, moisturizer, and lip balms. The demand was so high that within the first year, the brand expanded its product line to include an essence and ventured into the makeup industry, specifically with tinted versions of its sought-after Peptide Lip Treatment.
The Peptide Lip Treatment products became an instant hit upon their introduction in June 2022, selling out within three days and accumulating a waitlist of a staggering 440,000 people. Hailey Baldwin has revealed plans for an increased frequency of new product launches in the upcoming year, signaling a dynamic and evolving product lineup for Rhode.
According to information from a Reddit thread, Hailey Bieber's Rhode brand has achieved substantial financial success, reportedly making more than $10 million. Furthermore, the brand is expanding its reach internationally by entering the UK market, indicating a strategic move to tap into global markets and broaden its consumer base.
Justin Bieber models in Hailey Bieber’s Rhode campaign
In a show of support for his wife Hailey's skincare brand, Justin Bieber took on the role of a supportive husband in June 2023. The 29-year-old singer participated in Hailey's Rhode campaign, specifically featuring the brand's new product, Glazing Milk. In the promotional images, the 'Peaches' hitmaker posed alongside the Glazing Milk products, sporting a colorful sweatshirt, a bucket hat, and upside-down sunglasses. The unique packaging of the products was designed to resemble milk cartons, adding a playful and distinctive touch to the campaign.
Hailey, in her own set of pictures, showcased the product's packaging while wearing a plain, all-black outfit and her signature slicked-back bun hairstyle.
The brand captioned the post with a nod to the couple, stating, “JB + HB ♡ glazing milk,” further emphasizing the collaborative and supportive dynamic between Justin and Hailey Bieber in the promotion of Rhode's products.
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