The model's new venture will market wellness goods, bath and shower products, beauty creams, personal care products, cosmetics, makeup, fragrances and hair care.
Hailey had to use her middle name, Rhode, as she tried to register her previous idea, Bieber Beauty, in 2019, but her plans were thwarted as Justin already owns it. Although Bieber has yet to make an official announcement about Rhode, the beauty podcast Eyewitness Beauty pointed out that the novifade already has its own Instagram account.
There are no posts yet, but Rhode has amassed nearly 15,000 followers. We see the year 2021 in Bio, which makes us believe that the brand may arrive soon.
Rhode would not be the first adventure in the world of beauty. Hailey has already launched a makeup collection under the Australian makeup brand Model co. and served as ambassador for L'Oréal Professionnel. She is currently the face of BareMinerals.