Hailey Bieber Just Gave a Major Tease of Rhode’s First Products — See Photos

We might be getting closer to the launch of Hailey Bieber‘s eponymous beauty brand, Rhode. How do we know? Well, dear reader, we’ve pretty much been following Bieber on this beauty business journey since it was revealed in 2019 that the model applied for a trademark on the name, “Bieber Beauty,” which was eventually rejected. 

On January 25, the model may have given us a sneak peek at some of Rhode’s initial launches in a four-part Instagram post that she shared to her grid. The first three photos show Bieber posing in a cheeky bikini set from lifestyle brand Are You Am I — during what looks to be a photoshoot for her brand — and the last photo shows her wearing both a face and under-eye mask while talking on the phone. This got us thinking: could the two masks be from Rhode? 

Bieber also tagged an Instagram account by the name of @rhode in the third photo, another dead giveaway that she’s not being subtle with the impending beauty launch hints at all. 

This latest development comes almost two months after Bieber responded to this question from a fan in a video on her YouTube channel: “WHEN ARE WE GETTING RHODE?” She responded by saying: “OK, I’m not going to be shady about it. Rhode has been in the works for a very long time, and it is getting so close. It is coming in 2022, and I am very excited.” 

Per the trademark application she filed for the name Rhode in 2021, Bieber pretty much filed trademarks for all the beauty product categories that you can think of, but the photos from the model’s latest post seem to be implying that Rhode’s initial launches are skin-care products. Bieber did say that Rhode will be coming in 2022, so chances are that we’ll be hearing more from the model about the brand more and more as we get further into the year.