In the realm of beauty influencers, Hailey Bieber has emerged as a potent force, reshaping the landscape of makeup trends and commerce for Gen Z.
With her subtle yet impactful approach, she’s revolutionizing the way young people perceive beauty, advocating for a more understated aesthetic that celebrates natural features.
Bieber’s influence extends far beyond her status as a celebrity spouse and model. Her journey into the world of beauty began long before she became synonymous with viral trends.
Rising through the ranks of the fashion industry from a young age, she captivated audiences with her effortless style and striking presence on social media platforms like Instagram, where she boasts a staggering 51 million followers.
What sets Bieber apart is her ability to effortlessly exude beauty without seeming to try too hard. This ethos is reflected in her collaboration with Erewhon on a skincare smoothie, a venture that embodies the fusion of wellness and beauty in today’s market.
However, it is her own brand, Rhode, that truly solidifies her influence in the beauty space.
Launched in 2022, Rhode offers a curated selection of skincare essentials housed in sleek, minimalist packaging. Emphasizing hydration as its core principle, the brand resonates with consumers seeking simplicity and efficacy in their skincare routines.
Hyram Yarbro, a prominent figure in skincare, collaborated with the Inkey List for his brand. Bieber sought advice from him after discovering his TikTok content. She also consulted with Dieux Skin co-founder Charlotte Palermino, renowned for her informative TikTok videos, as well as Kim Kardashian and hairstylist Jen Atkin, founder of Ouai hair care. Each shared their experiences in establishing their brands.
Bieber reflects, “I was able to see how Kim did it, how Jen Atkin did it, and from gathering all that information, you start to figure out what works for you.”
Like Glossier before it, Rhode champions a “skin first, makeup second” philosophy, prioritizing the natural glow that comes from well-nourished skin.
Bieber’s journey to entrepreneurship wasn’t without its challenges. Despite her celebrity status, she approached the development of Rhode with a sense of humility, seeking guidance from industry experts and fellow entrepreneurs like Kim Kardashian and Jen Atkin.
Through meticulous research and collaboration, she honed in on what consumers truly desired: affordable, high-quality skincare products that deliver results.
While Bieber’s role in Rhode may not involve formulating products herself, her creative vision is evident in every aspect of the brand, from its aesthetic to its marketing imagery.
With an emphasis on authenticity and accessibility, Rhode embodies Bieber’s mission to empower individuals to embrace their natural beauty.
Moving from the appeal of glazed donut skin to the simplicity of vanilla girl makeup and the warmth of latte girl makeup, Bieber is connected with many current minimalist beauty trends. The goal now seems to be to look “clean,” naturally radiant (like a sun-kissed glow without too much bronzer), effortlessly pretty, and, overall, somewhat subtle.
Though these makeup styles can work for anyone, a search of these trends on social media shows a similar image: fair skin with light freckles, and various shades of blonde hair tied neatly in a bun. These people often resemble Bieber and the beauty standard she promotes through her social media and her popular skincare brand, Rhode.
Through her research, Bieber realized that hydration was a key concern for most people. She experimented with a variety of skincare products, ranging from expensive to affordable, and discovered that the most reliable ones were affordably priced and well-formulated.
For her initial launch, she prioritized products that help maintain the skin’s moisture barrier. Bieber has shared these products with numerous makeup artists, who have provided positive feedback after trying them on their clients.
As she continues to carve her path in the beauty industry, Bieber remains committed to her vision of redefining beauty standards for a new generation.
Through Rhode and her ongoing influence, she’s not just selling products – she’s inspiring a movement towards self-acceptance and confidence, one skincare routine at a time.