Our May issue has landed 🦋 We are happy to present to you our cover star HaileyBieber. Read her full interview here:
Hailey Bieber wants her beauty brand, Rhode, to be"cool and attainable." Though she intends to lend plenty of her own cool to the business, she hopes people will give the line a try without knowing it has anything to do with her.On an early Monday morning, Venice Beach in Los Angeles is buzzing. The sun is out and the cool air is forgiving, making way for warmth that requires sunglasses and a sweater.
Bieber is unfazed by the slight commotion of the Venice scene . “What’s good here?” She looks up from the menu and squints at me with curiosity. We are here to finish talking about her new beauty brand, Chest-up portrait of Hailey Bieber for Allure Magazine. She wears an off-white fishnet-style top with silver ball bearings attached. Her hair is straight and brown; she wears minimal pink makeup. She’s looking into the camera with a relaxed expression., something she never thought she’d do, in an effort to create a space where she felt more in control of her own narrative: “I understand that there’s a lot about my life that people can’t relate to and I try not to be naive about that.
People may gawk over Bieber’s fashion, but she says that skin care is what they ask her about directly. After all, she’s been a working model, spending long hours in the makeup chair, since she was 17 years old.
There are incubators that may specialize, to a degree, in shaping beauty brands driven by public faces. The celebrity’s strength, their established followers, is what these companies are banking on. Bieber has built an audience of millions across social media platforms. As a model for some of today’s buzziest brands, she is already adept at turning followers into potential consumers.
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