Hailey Baldwin thinks people want a cosmetics line called Bieber Beauty

Hayley Baldwin lunches at Fred Segal in West Hollywood

I’ve said before that I used to think Hailey Baldwin was a big bland nothingburger before she married Justin Bieber. The marriage to Bieber made me reassess her look – she really is a pretty young woman, with great skin and some really good angles. But does she have the kind of “GOALS” look where millions of girls will run out to buy whatever products she’s shilling so that they too can look like her? I doubt it. But Hailey is going to try, bless her heart. She’s trademarking “Bieber Beauty” and many think she’s going to launch a cosmetics line at some point.

Hailey Bieber knows a thing or two about makeup. And now, it appears the 22-year-old model is taking her know-how to market with multiple sources reporting that her team has filed paperwork for the trademark “Bieber Beauty” to launch a cosmetics line.

Bieber foreshadowed an eponymous brand last September when she submitted an application to trademark her new married name. This isn’t her first foray into beauty either—she’s served as a face for Bare Minerals, ModelCo, and L’Oréal Professionnel. If Bieber’s nearly 20 million Instagram followers and the success of celebrity peers who’ve launched their own beauty companies, such as Rihanna and Kylie Jenner, are any indication, her makeup range is primed to be a sensation. Not to mention that she and husband Justin Bieber, who starred on the cover of Vogue’s March issue together, seem to be building a newlywed empire with the pop star pausing his singing career to focus on self-care and his new neutral-minded streetwear line, Drew House.

[From Vogue]

I remember back in, what was it, like 2012? It felt like the “side project” du jour for celebrities was lifestyle sites. Gwyneth Paltrow was one of the first celebrities to do a newsletter/lifestyle thing with Goop, which she then transformed into an online shop and bad-science emporium. But women like Reese Witherspoon and Blake Lively copied Gwyneth with their own twist and it really did feel like “lifestyle sites” were the trend. A trend which mostly passed. These days, the trend is for celebrity women to launch makeup lines. How many of these makeup lines will still be around five years from now? My guess is Fenty Beauty and maybe Kylie Cosmetics. The rest of them will fold. So… yeah, I don’t know why Hailey thinks people really want Bieber Cosmetics. We do not.

Hayley Baldwin lunches at Fred Segal in West Hollywood

Photos courtesy of Backgrid.

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20 Responses to “Hailey Baldwin thinks people want a cosmetics line called Bieber Beauty”

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  1. CES says:

    Another celebrity endorsed beauty line as if there aren’t already 25543 to choose from. There has to be something else celebs can invest in besides cosmetics.

  2. Anastasia says:

    I’m really NOT trying to be mean, but to me she looks like not much is firing in her head.

  3. AnnaKist says:

    Eh, I’m sure some people would buy yet more celebrity cosmetics or whatever. Does he still have a big following? When he was the teenage, wonderkid heartthrob, I know he had a huge following with young girls. But they grew up and likely moved on? Now that he’s older, does he have a big older fan base, or even a huge following of youngsters? I’ve not kept up, obviously.

  4. HeyThere! says:

    Name wise, maybe BB or Be BEAUTY? Idk. I think she’s a pretty young lady. I believe people will buy products with her name/likeness attached. I am all for her getting out there and making her own money!

  5. Harryg says:

    No we really don’t! At least I don’t. I’m sick of celebrity cheap plastic crap.

  6. Lila says:

    I don’t know what her niche would be.

    She’s got good skin, but she’s so young I doubt that would move much product. It’s a way better ad when you see people like Cate Blanchett, whose skin is actually aging well, advertising a product. Fenty does a good job offering some hard-to-match shades.

  7. stephanie says:

    they probably do. im positive beliebers will buy this crap

  8. Winnie Cooper’s Mom says:

    I like that she doesn’t look overly plastic like a lot of the nepotism girls of IG seem to be chasing. She’s one of those women who I could see only getting prettier as she ages, like in her ages 28-35 phase, she’ll be really pretty IMO (if she stays away from the HWood lifestyle). Something about her face/bone structure reminds me of Carolyn Besette Kennedy.

  9. No nepotism makeup please. I want Beiber to go back to Canada!

  10. Pixelated says:

    What would she even sell? At least Kylie had the ‘I hate my lips so I made lip kits to make them looks bigger,’ Kim has the contour stick because she’s known for having that look, RiRi has always been known as being glam and fashionable, even Kat Von D (whom I don’t support anymore) always had a look she could sell. What is Hailey’s look? She’s pretty for sure but what signature item or look would she sell? Nude lipsticks and like a natural looking highlight? HARD PASS

  11. Krakken says:

    I’m sure hailey b would like to envision herself as this boss Beauty mogul. But I think the reality is that her ‘fulltime’ Job is to be alongside her husband. Like a full time therapist who’s job is to offer unconditional love to her needy and unwell spouse.
    If hailey were to actually take on the task of getting a successful beauty business off the ground, in all likelihood it would take her attention away from her adult/ child husband. I don’t see that happening anytime soon. Maybe if she ever decided to put herself first. But I don’t see it happening.

  12. Moneypenny says:

    Girl, you better trademark Baldwin Beauty too because this marriage won’t last.

  13. ChiaMom says:

    We really do not lol sorry

  14. TheHeat says:

    From a marketing standpoint, I really don’t think this is going to fly. Nobody really cares about her marriage to JB.
    I’m happy for them, if they’re happy together, but they are bland as a couple. She would be smarter to cash in on her Baldwin name.
    Honestly, the only person who could have cashed in on a marriage to the Biebs was Selena Gomez. Kids were actually invested in that union.

    • jules says:

      Yea I think her team is really trying to cash in on her as trying to be the next big thing. But there is really nothing special or memorable about her.

  15. Ruyana says:

    Am I the only one who think she just looks…plain? She’s not unattractive, just bland with no outstanding features. Plain.

  16. ME says:

    She should use her middle name. Isn’t it Rhode? Rhode Beauty would be much better.

  17. Sorella says:

    She is sooooo boring. Got through on the Baldwin name and now the Bieber one AND just famous by proxy and SO bland. Must be hard for her…Selena has been quiet but now easing back in the spotlight and she actually has a singing and acting career!! And she KNOWS how the young’uns were SO invested in ” Jelena” yet she has what…..another famous l B last name? Poor thing is just vanilla. No don’t care about her makeup and her look which is what.. topbuns, loops and over large jackets and dead eyes? Pass

  18. Dark and Stormy says:

    Hmmm someone will make the cosmetics for her, and Justin’s name will sell it, she will cash in. I think she is smart for getting this done while she can.