The beauty industry just keeps getting bigger—thanks to celebrities. Last week brought the news that Ariana Grande is planning to release a beauty line called “Thank U, Next” and Rihanna is expanding Fenty Beauty to skincare. Now, Hailey Bieber née Baldwin has filed paperwork to release a line of cosmetics and skincare products under the brand name Bieber Beauty. Her husband is Justin Bieber, after all.
TMZ was first to report that Hailey Bieber filed a trademark for Bieber Beauty last week, which covers everything from cosmetics, perfumes, and hair products. The newlywed adopted Bieber’s last name right after their wedding, and has also filed a trademark of her new last name. “It took some getting used to, for sure,” Baldwin told Bustle of her new last name. “It’s definitely strange, it takes adjusting.” The couple got married last fall in a private ceremony in New York City, and is reportedly planning another wedding ceremony in the near future.
The Biebers both have past experience with beauty products. The superstar musician has had a line of perfumes and fragrances since 2011 (perhaps you remember—or even wore—Someday and Girlfriend). He also released a line of nail polishes with Nicole by OPI. While he’s recently taken a step back from music, Bieber did launch a fashion line called Drew House this year. The former Baldwin and top model works with Bareminerals, L’Oréal, and Modelco, the latter of which she released a capsule collection of makeup with in 2016. “I’ve always wanted to do something with a beauty brand that uses natural ingredients in its products, and I was a fan of ModelCo already,” the model told Glamour at the time.
No word yet on what to expect from Bieber Beauty or when it’s launching, but we can expect it might be a green beauty brand with an emphasis on natural beauty. “All you need for that is a little concealer, a little highlighter and some mascara. Some people aren’t comfortable with that minimal amount of coverage, but a trick I’ve learned is mixing moisturizer with your foundation to make it a little less thick. That way it’s a bit more sheer,” Baldwin told Glamour back in 2016. “One thing I really don’t like seeing is when girls do a full contour and then foundation and then powder and then more contour and it’s a full face of makeup. I don’t like that at all.”