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2. Public figure (2017-2020): Identity from self-style

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2. Public figure (2017-2020): Identity from self-style

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3. Brand founder (2021-now): the entrepreneur 

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3. Brand founder (2021-now): the entrepreneur 

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Instagram post to show vulnerability (2019)

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Instagram post to show vulnerability (2019)

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By Posting her own thoughts on social media to build Hailey's own special character image. And at the same time showing her vulnerability to reveal one's imperfections and reflect authenticity. By showing the 'true self', Hailey shorten the distances with her fans which is a good way to strengthen the fans base. Therefore, she received many supportive comments from her fans.

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Hailey Rhode Bieber on Instagram: "stepping into 2019 I want to be more open, I want to be more open about the things I struggle with, and be able to be more vulnerable. I’m a 22 years old, and the truth is no matter how amazing life may look from the outside I struggle...
I’m insecure, I’m fragile, I’m hurting, I have fears, I have doubts, I have anxiety, I get sad, I get angry. I have had more days than I can count where I’ve found myself scrolling through Instagram comparing myself, comparing my looks, feeling like I’m not good enough feeling like I lack so many things and really struggling to be confident in who I am because I constantly feel like I’m just not good enough. Every single day is a confidence battle for me. I’m not writing this for a pity party or for sympathy but just to simply say, I’m a human.. I’m a young woman, I’m learning who I am and, it’s REALLY FREAKING HARD. It’s hard finding who you are, but what’s even harder is being picked apart and compared to other women while trying to do that. There are days that I’m simply broken because of it. It would be incredible if other young girls and women could find it in themselves to lift each other up, to stop making other women who are struggling JUST LIKE THEM, feel incompetent and less than. We ALL have flaws, and that will never change. What I do know is, God made us individuals for a reason, with our own beauty, our own personalities, and our own story because there’s a specific plan and purpose for each and every human created and he makes no mistakes!! So this year I’m gonna do my very best to just be ME and be confident with who I am. Cause I am enough, and I’m loved, and you are enough and you’re loved."

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2M likes, 31K comments - haileybieber on January 6, 2019: "stepping into 2019 I want to be more open, I want to be more open about the things I struggle with, and be able to be more vulnerable. I’m a 22 years old, and the truth is no matter how amazing life may look from the outside I struggle...
I’m insecure, I’m fragile, I’m hurting, I have fears, I have doubts, I have anxiety, I get sad, I get angry. I have had more days than I can count where I’ve found myself scrolling through Instagram comparing myself, comparing my looks, feeling like I’m not good enough feeling like I lack so many things and really struggling to be confident in who I am because I constantly feel like I’m just not good enough. Every single day is a confidence battle for me. I’m not writing this for a pity party or for sympathy but just to simply say, I’m a human.. I’m a young woman, I’m learning who I am and, it’s REALLY FREAKING HARD. It’s hard finding who you are, but what’s even harder is being picked apart and compared to other women while trying to do that. There are days that I’m simply broken because of it. It would be incredible if other young girls and women could find it in themselves to lift each other up, to stop making other women who are struggling JUST LIKE THEM, feel incompetent and less than. We ALL have flaws, and that will never change. What I do know is, God made us individuals for a reason, with our own beauty, our own personalities, and our own story because there’s a specific plan and purpose for each and every human created and he makes no mistakes!! So this year I’m gonna do my very best to just be ME and be confident with who I am. Cause I am enough, and I’m loved, and you are enough and you’re loved.". 

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View this post on Instagram

A post shared by Hailey Rhode Bieber (@haileybieber)

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This is a clear early moment in her star image development as a model. Hailey is styled as enthereal and other-wordly, embodying the 'goddness' aesthetic of fashion modeling. Yet this visual luxury locates her ar a distance from the everyday, reinforcing a commodified beauty image.

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Flower Power in Teen Vogue USA with Hailey Baldwin Bieber - (ID:22588) - Fashion Editorial | Magazines | The FMD

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Editorial profile of Flower Power by for Teen Vogue USA with Hailey Baldwin Bieberincluding all credits and more. (ID:22588)

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Media report on Hailey's love affairs (2016)

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Media report on Hailey's love affairs (2016)

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This report focused on Hailey's gossips between two male celebrities, framing her as a romantic accessory reinforces her early star-image as an 'It-Girl' rather than an autonomous figure.

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Drake & Hailey Baldwin Step Out Together But She's "in Love" With Someone Else

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She is still not over Justin Bieber, a source told E! News exclusively

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Fan audiences discuss her love gossips through irony and critique (2024)

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Fan audiences discuss her love gossips through irony and critique (2024)

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Forum users shared a 'throwback' to one of Hailey Baldwin's early uploads, with many comments accusing her of 'steaking Justin'. Even now, the rumors still bothering her. This post implies that her public identity is secondary and dependent. In her public image, the label of an 'It-Girl' tied to derivative gossips fame became cemented.

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From the HaileyBaldwinSnark community on Reddit: Throwback to when Hailey Baldwin posted this picture on her Instagram (New Year’s Eve 2016). Eerily similar to one JUSTIN posted in 2014 with S. Her obsession with Selena is scary

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Explore this post and more from the HaileyBaldwinSnark community

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Interview about her family background (2016)

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Interview about her family background (2016)

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In the Grazia interview, Hailey Bieber acknowledges that her family's fame has significantly facilitated her entry into fashion and entertainment industries. Medai framing of her as part of the 'Baldwin dynasty' positions her within legacy of privilege.

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Hailey Baldwin: ‘Fame is my family business’

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Hailey Baldwin may have a famous family and count Kendall Jenner and Gigi Hadid as best friends, but the model is determined to stand on her own two feet

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Magazine reports her famous family (2024)

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Magazine reports her famous family (2024)

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In the interview with Hello! magazine, Hailey biber discussed her evolving relationship with her famous family as she prepared for motherhood. While she emphasizes independence and creating her own family, the constant framig of her 'famous family' underscores how media narratives continue to tie her public persona to legacy rather than personal achievement.

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Hailey Bieber reveals reason she’s ‘not super close’ to famous family as birth of first child approaches

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Hailey Bieber spoke candidly about how her relationship with her family has evolved as she prepares to welcome her first child with husband Justin Bieber

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Having been positioned as a 'consumable beauty model' through the fashion industry, it indicates that her initial star image was mainly focused on visual and commercial aspects.

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Hailey Baldwin Lands 5 L’Officiel Netherlands Covers

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Hailey Baldwin lands five covers for L’Officiel Netherlands’ April/May 2015 issue So far, Hailey Baldwin has been on fire for 2015. Besides appearing in a Topsh

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Some picture taken in 2014 showed her imgae as a street style or a newcomer in fashinon. Unlike thoses visual images from magazines, the distance with audience is shorthen by the them. Also, since they are candid photos, express the authenticity of her image to some extent.

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Hailey Bieber Has the Most Versatile Shoes of the Summer

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Haiely acknowledges that while Instagram allows her to share aspects of her life, the platform can also expose her to negativity and criticism. She started to realize the importance of managing social media image.

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Hailey Bieber Regularly Deletes Instagram for Self-Care And I’m About to Do the Same

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“It just does something to your soul, I think, if you pay too close attention to it.”

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Report on her love relationship with Justin Bieber (2014)

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Report on her love relationship with Justin Bieber (2014)

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The article provides an in-depth look at the evolving relationship between Justin Bieber and Hailey Baldwin, offering insights into how their friendship transitioned into a romantic partnership.

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Justin Bieber and Hailey Bieber’s Relationship Timeline

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Justin and Hailey Bieber have been married since 2018 and share a son. Here’s everything to know about the pop star and model’s love story.

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Early stage visual image as a model with distance

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Early stage visual image as a model with distance

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Hailey Bieber, walks the runway during the Evening Sherri Hill spring 2013 fashion show during Mercedes-Benz Fashion Week at Trump Tower Grand Corridor on Sept. 7, 2012 in New York City.

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Hailey Bieber allured in a cutout gown to the MTV EMA’s on Oct. 25, 2015, in Milan.

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Hailey Bieber, 2015

Hailey Bieber in a baby blue embroidered mini dress at the Met Gala on May 4, 2015, in New York City.

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Hailey Bieber wears a mock neck sequined mini dress at the iHeartRadio MuchMusic Video Awards on June 19, 2016, in Toronto.

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Early stage in self-presentation on social media

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Early stage in self-presentation on social media

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Hailey and her relatable street style (2016)

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Hailey and her relatable street style (2016)

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Hailey Baldwin (now Bieber) offers insight into her approach to fashion, emphasizing authenticity and relatability. Hailey's emphasis on relatability and personal style contributes to her "It-Girl" persona, also, reflects a blend of individuality and accessiblility.

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Hailey Baldwin packed a bunch of outfits for her latest jaunt to NYC, changing several times in the course of 48 hours (see above). So, when we caught up with her at the Ugg Classic Street campaign launch at the Dream Downtown - she's the new face of the campaign, after all - we had to find out the inspiration behind her perpetually endless stream of crop tops and '90s-inspired looks.

"My style kind of differs - sometimes I want to be a little dressed down, a little tomboy, sometimes I want to be dressed up and very chic and look proper," she tells PeopleStyle. " But I don't ever believe in overdoing it for day-to-day style. I would say my style is pretty simple, but still chic, hopefully. I just want to be relatable, but that's not a forced thing, it's just staying who I am."

Baldwin works with stylist Maeve Reilly to create her skin-baring ensembles. "Sometimes she will yell at me because I will use nothing that she gave me and use my own stuff and put my own outfits together," says Baldwin. "It's definitely always a joint thing. It's never just my idea or her idea unless I am home and just running out for groceries or something."

Her latest obsession - other than "a lot of chokers," she says - is a deep green classic Saint Laurent varsity jacket that she bought recently. "I am obsessed with it," she says. "I just wore it and everyone died over it. I really like dark green or olive green on me specifically. It's my favorite color to wear. ButI got yelled at for buying it by my business manager. I definitely buy too many clothes!"

As for coordinating with her famous pals, like Kylie Jenner, Bella Hadid and beyond? That's a no go. "I don't think I ever really coordinate with my friends," she says.

Below, a breakdown of her latest looks.

In her favorite new Saint Laurent jacket, Givenchy bag and Quay Australia sunglasses:

In a Balmain jacket, Acne Studios jeans and Monika Chiang heels:

In a En Noir jacket, Guess shorts and Ugg boots:

In a Ksubi jacket, Topshop crop top, Brockenbow jeans and Monika Chiang shoes:

In a Vatanika top and matching trousers, Are You Am I tee, Stuart Weitzman heels and Jennifer Fisher jewelry:

Tell us: Do you RELATE her street style? Let us know in the comments.

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Hailey Baldwin on Style: 'I Just Want to Be Relatable'

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The model, 19, shares her approach to street style

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This long report is about Hailey's famous family and strongly emphasises Hailey’s inherited celebrity capital—her father’s acting background and her mother’s design/music-industry lineage. Hailey’s visibility is anchored less in her independent achievements (at least in the early years) than in her familial connections.

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All About Hailey Bieber’s Famous Parents, Kennya and Stephen Baldwin

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Stephen and Kennya Baldwin welcomed their daughter Hailey Bieber in 1996. Here’s everything to know about the model’s relationship with her parents.

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Thanks to her famous family, Hailey had chance to get to know many celebrities from little. For instance, at the age of 12, Hailey met pop star Justin Bieber through her father's connections, a moment that later became a part of her public narrative.

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What Hailey Baldwin’s Luxurious Hollywood Life Was Like Growing Up - Nicki Swift

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With a last name like Baldwin, it should come as no surprise Hailey Bieber had a luxurious upbringing.

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Her proximity to Justin Bieber propelled her into the spotlight, even before establishing her own professional identity.

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NEW YORK, Feb. 11 (UPI) -- Hailey Baldwin is setting the record straight on her relationship with Justin Bieber.

The 19-year-old model discussed her status with the 21-year-old singer at the amfAR New York Gala on Tuesday, telling E! News she and Bieber are close but not exclusively dating.

"We are not an exclusive couple," the star said. "He's about to go on tour. Relationships at this age are already complicated, but I don't really like to talk about it because it's between me and him."

"I live a very public life and I have to keep things personal or else I have no personal life," she explained. "It really is my personal business. And I like to think my relationships are not between me, the person and the whole entire world. It's hard."

Baldwin spoke out after months of dating rumors and Bieber's declaration of love in the March issue of GQ. The magazine previewed the singer's cover story Tuesday, quoting him as saying, "[Hailey is] someone I really love. We spend a lot of time together."

"He's really funny. We have a good time together," Baldwin told Entertainment Tonight in response. "He's just really sweet. He's a good kid, he has a good heart and I love him."

Baldwin and Bieber are longtime friends who were first romantically linked in 2014. The model said she and the singer are "just friends" in February 2015, but Bieber shared a photo of himself kissing Baldwin in St. Barts last month.

Baldwin is daughter to actor Stephen Baldwin and his wife Kennya, and sister to 12-year-old Alaia. She has modeled for Ralph Lauren, Tommy Hilfiger and Topshop, while Bieber last released Purpose in November. The album debuted at No. 1 on the Billboard 200.

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Hailey Baldwin and Justin Bieber not exclusively dating - UPI.com

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Hailey Baldwin clarified her relationship status with Justin Bieber after the singer declared his love for her in the March issue of GQ.

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Hailey's interaction with Kendall (2016)

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Hailey's interaction with Kendall (2016)

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Hailey Baldwin (now Bieber) participated in a lighthearted prank on her close friend Kendall Jenner during an E! News interview. Hailey's visibility and opportunities were significantly influenced by her associations with prominent figures like Kendall Jenner. Their friendship and shared media appearances contributed to Hailey's rise in the public eye.

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See Hailey Baldwin prank call Kendall Jenner!

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Hailey talks about her relationship with Gigi and Kendall (2016)

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Hailey talks about her relationship with Gigi and Kendall (2016)

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In the interview, 19-year-old Hailey said, "I don't consider myself a supermodel. Our career stages are different." She emphasized that although she shares many similarities with Gigi and Kendall, such as being a model and having a large number of social media followers, she believes she has not yet reached their professional level.

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Why Hailey Baldwin doesn’t like being compared to Gigi Hadid and Kendall Jenner

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The model is at a different stage in her career to her friends

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Interview with Hello! Hailey talks about her imperfect (2017)

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Interview with Hello! Hailey talks about her imperfect (2017)

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In a 2017 interview, she voiced that despite her public “model identity”, she still felt “shy” and “timid and goofy”.

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Hailey Baldwin on how having 10 million followers on Instagram makes her feel insecure

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Hailey Baldwin remains 'shy' over her modelling career and says having 10 million followers on Instagram adds a lot of layers of insecurity

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Hailey's insta post in street style (2016)

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Hailey's insta post in street style (2016)

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Hailey posted a picture of herself in cozy T-shirt and messy hair. It aligns with mid-2010s influencer culture where “messy” or “unfiltered” looks were a trend of performed naturalness.

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Hailey posts her new hair cut on her social media (2015)

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Hailey posts her new hair cut on her social media (2015)

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The post show early visual self-presentation strategies through hair-style change. It shows that Hailey is not as glamorous or untouchable, but as effortlessly cool, socially connected, and camera-ready even in ordinary moments.

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Instagram photo by Hailey Baldwin • Aug 22, 2015 at 9:21pm UTC | Hailey baldwin hair, Gorgeous hair, Hair styles

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Hailey Baldwin (@haileybaldwin) • Instagram photos and videos

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Interview about her future career plan (2017)

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Interview about her future career plan (2017)

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This interview presents Hailey Baldwin as a young model negotiating visibility, ambition, and inherited fame.

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She's got seven million followers on Instagram, a blossoming modelling career - oh, and her family's Hollywood royalty. Tim Walker meets Hailey Baldwin, the social media generation's new pin-up

DIOR Set of five earrings, £550; and dress, £9,300 (

Hailey Baldwin: in pictures

RODARTE dress; and bootie, both POA, at selfridges.co.uk. RODARTE orchid earrings; and lily earrings, both POA, at shopstyle.com

Hailey Baldwin is with IMG Models (img.com)

Most Read

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Hailey Baldwin on Instagram, modelling and global ambition

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She's got seven million followers on Instagram, a blossoming modelling career - oh, and her family's Hollywood royalty. Tim Walker meets Hailey Baldwin, the social media generation's new pin-up

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Hailey shows her pressure to Glamour (2019)

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Hailey shows her pressure to Glamour (2019)

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In her interview, Hailey Bieber revealed that public attention often made her feel anxious, admitting she had cried alone in hotel rooms. This moment marked a shift in her star image — from the polished “It-girl” model of her early years to a more open and emotionally honest public figure. By showing vulnerability and discussing her mental health, Authenticity has become the part of her celebrity identity.

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Hailey Bieber Is Done With the Pressure of Having a ‘Perfect Lifestyle’

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“People would ask me, ‘How are you?’ and I’d be like, ‘I’m fine; I’m good.’ But really I’d be crying in my hotel room all night.”

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Interview about her self-expression in modeling (2018)

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Interview about her self-expression in modeling (2018)

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In her interview, Hailey Baldwin reflected on how models were no longer just faces of fashion but voices of a new generation. She moved from a passive “It-girl” to a more purpose-driven public figure presenting herself as thoughtful, professional.

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Hailey Baldwin On The Role Of The Model In 2018

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“I think having a voice is what it’s about right now”

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Hailey Baldwin rejected the label of an “Insta model,” insisting that she works hard and deserves recognition beyond her online presence. She positioned herself as a serious professional, reflecting her effort to redefine her self image-distancing herself from the “relation-driven It-girl” stereotype and presenting herself as an independent, career-focused woman.

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The 20-year-old admitted that she has to work hard to prove her place in the industry

She is one of the fashion world's relatively new faces, alongside friends and fellow social media sensations Kendall Jenner, Gigi and Bella Hadid. But Hailey Baldwin takes the suggestion that she might be an 'Insta model' to be particularly derogatory.

Hailey Baldwin: in pictures

Cannes Film Festival 2017: the best dresses

Although an image she shared of herself wearing fellow model Chrissy Teigen's engagement ring sparked rumours to the contrary.

Read the full interview in the July issue of Elle UK, on sale 20 June

Most Read

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Hailey Baldwin: Don't ever call me an Insta model... it's disrespectful

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The 20-year-old admitted that she has to work hard to prove her place in the industry

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Hailey works as a 'style creator' (2018)

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Hailey works as a 'style creator' (2018)

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The report indicates that Hailey not only serves as a model face but also acts as a Style Creator behind the scenes, representing her to gain greater creative control in brand collaborations. Hailey's cooperative brands have become more diverse, not only top fashion brands but also sports brands close to the general public.

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Hailey Baldwin turns ‘Style Creator’ for Adidas Originals and JD

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Hailey Baldwin is famous for her career in front of the camera, but she is stepping behind the lens for her latest big role.

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In this stage, Hailey became increasingly focused on presenting a more authentic version of herself, gradually developing a distinctive personal style- 'minimal chic, the clean girl aesthetic'. At the same time, this process laid the foundation for the establishment of her own brand in the following years.

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Some posts on Hailey's Instagram (2017-2020)

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Some posts on Hailey's Instagram (2017-2020)

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Through travel photos, and daily lives, she presents a "genuine yet design-savvy" lifestyle, allowing her fans to both feel her approachability and identify with her style and taste. Hailey occasionally shows the vulnerable moments in her life, such as working out, no make up pictures, emphasize emotional authenticity and self-acceptance.

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Advocacy and addressing online negativity (2019)

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Advocacy and addressing online negativity (2019)

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Hailey used her platform to speak out against online bullying and the spread of false narratives, particularly those involving women. She emphasized the importance of kindness and mutual support, urging her followers to challenge toxic behaviors and promote positivity online.

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"There needs to be more people with platforms coming together and saying to each other, 'let's kill the conversation, let's kill the fake drama, let's squash all these things, let's move on from stuff,'" Hailey continued in her interview. "Let's not give people a reason to fuel fire and create drama and being rude to each other."

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Hailey Baldwin Gets Candid About Her Year Of Toxic Social Media Drama

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The model wants to make social media great again.

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Hailey's ideal lifestyle and aspirational persona consistent with the brand's tone. She adopts a natural, close and refined mixed style on social media, which makes her fans identify with her. She publicly disclosed her imperfect state, responded to fans' expectations, and at the same time maintained her brand's visual identity and style.

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Hailey cooperate with BareMinerals (2020) 

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Hailey cooperate with BareMinerals (2020) 

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A more distinct style image of Hailey has attracted cross-border collaborations from various brands. The purpose of this BareMinerals campaign is to encourage women to be their best selfs and to work to their highest potential in the entrepreneurial world. Hailey Bieber has and continues to do just that, making her an amazing fit for this campaign.

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Model and Social Media Mogul Hailey Bieber Partners with BareMinerals

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Hailey Baldwin Bieber has recently gained attention for marrying singer-songwriter Justin Bieber; however, Hailey Bieber is much more than…

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Hailey establishes a brand independently (2020)

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Hailey establishes a brand independently (2020)

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In June 2022, Hailey Bieber officially launched her skincare brand Rhode, which quickly gained attention for its minimalist packaging and efficient skincare philosophy.

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Fashion & Lifestyle digital magazine that covers many topics, including haute couture fashion, beauty, culture, living, entertainment , sports , runway, trends, business and more

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HAILEY BIEBER DEBUTS NEW SKINCARE LINE RHODE - FASHION SIZZLE

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Model Hailey Bieber‘ just released he skincare brand, Rhode (named after her middle name), Rhode skin was debut with three products that are meant

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The brand name "Rhode" is derived from Hailey's middle name, symbolizing her personal involvement and the uniqueness of the brand. At this stage, she transitioned from a social media celebrity/model to an industry participant. Rather than a celebrity spokesperson, her image is more like a shrewd entrepreneur.

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In 2025,Rhode was launched on Sephora. Its sales exceeded 10 million US dollars in the first two days, making it one of the largest new product launches in Sephora's history. To some extent, Hailey successfully transformed from a social media celebrity to an important figure in the business field.

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How Hailey Bieber’s Rhode Is Doing at Sephora

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Hailey Bieber’s Rhode launch at Sephora broke records for the beauty retailer, drawing new customers thanks to the brand’s buzzy products.

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Hailey works as the brand manager (2025)

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Hailey works as the brand manager (2025)

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Hailey will continue to serve as the Chief Creative Officer and Head of Innovation at Rhode, leading product development and brand strategy. At this stage, her identity as an entrepreneur has transcended her other identities, such as being an influencer or model.

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Hailey Bieber Reveals Who She Tests New Rhode Launches On: ‘I’m Product-Obsessed’

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Hailey Bieber told ‘WSJ. Magazine’ who plays the guinea pig with testing her new Rhode launches. She also opened up about her brand’s $1 billion deal.

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Hailey actively showcases the usage effect of the product and the core value of the brand on social media. By actively showcasing Rhode's products and brand philosophy has strengthened the brand's image and market recognition. Also, this action could strengthen her image as an entrepreneur.

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Hailey Rhode Bieber on Instagram: "When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally. So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode. I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand. I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty.
 
Thank you to the amazing rhode team who have helped me build over the years. I couldn’t have done it without all of you. And to our rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together!

As I’ve said, this is only the beginning. 🤍"

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3M likes, 21K comments - haileybieber on May 28, 2025: "When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally. So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode. I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand. I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty.
 
Thank you to the amazing rhode team who have helped me build over the years. I couldn’t have done it without all of you. And to our rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together!

As I’ve said, this is only the beginning. 🤍". 

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Hailey's diet and healthy attitude (2021)

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Hailey's diet and healthy attitude (2021)

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Hailey said that she had "completely given up meat (except fish)" for several months and turned to more vegetables/plant-based foods, thereby achieving "unprecedented clarity and vitality". She shared this lifestyle choice with 36 million followers on Instagram. She builds the image of a "healthy lifestyle mentor" through dietary changes, not merely a model in "beautiful clothes".

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Hailey Bieber claims this diet swap changed her life – and it’s so simple

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Hailey Bieber revealed she has ‘never felt better’ after switching to a more plant-based diet after she and husband Justin Bieber decided to make healthy eating a priority.

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This behind-the-scenes life has been made public, enhancing her sense of authenticity as a lifestyle idol, while also being imitated by her fans on social media.

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Watch: Hailey Bieber Gets Real About Skin Condition

Hailey Bieber is sharing all of her glowing skincare secrets.

During a recent interview with Harper's Bazaar, the 24-year-old model opened up about her healthy eating habits-a major part contributor to clear skin-while quarantining with her husband Justin Bieber.

"I tried a plant-based diet for two months during quarantine," she explained. "I felt great and I had a lot of energy, but it was not for me. I don't eat a strictly plant-based diet and I do still eat meat. I just don't eat a lot of it. I've picked up more fish, greens, and lentils."

The bareMinerals ambassador also added, "My skin feels the best when I've been in the ocean. Salt water is the best skin healer for me, and I've found that nature can be the most soothing for my sensitive skin."

And while many people were relaxing (or making banana bread) during quarantine, the socialite was busy intensely working out her body. "It was very jarring to go from a busy lifestyle where I'm constantly moving to complete standstill, so I gave myself a quarantine workout routine."

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Hailey Bieber Breaks Down Her Quarantine Diet and Fitness Routine

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In a new interview with Harper's Bazaar, Hailey Bieber dished on how she kept her skin clear and body right during quarantine amid the COVID-19 outbreak.

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Hailey's talks about her vulnerability (2022)

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Hailey's talks about her vulnerability (2022)

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Hailey talked about her relationship with social media and her tendency to please others, as well as how therapy has become a game-changer for her in recent years. She not only showcases her external lifestyle but also openly discloses her inner emotions and growth, enhancing the complexity and authenticity of her public image.

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Mental health conversations have finally entered the mainstream with people opening up about their struggles with depression and anxiety. As such, recently, Hailey Bieber shared her mental healthcare journey, in a YouTube video.

Revealing what helps keep her mental health in check, she said, "There are several things I like to do to check in with myself. One of those things is talking to somebody you trust. Also, talk to a therapist if you have access to that. I also love to just spend time outside in nature. I love taking baths and doing breathing exercises. You can do counted breathing - breathing in from three and then, breathing out for seven. It has really helped me in times when I was feeling a lot of anxiety. I started doing a lot of those things and that has affected my mental health by just helping me to feel calmer, more at peace, more at ease."

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Calling therapy "a game-changer", the 25-year-old model added, "Therapy is something that has been a regular part of my life for the last four years. It's something that I felt not sure of in the beginning but the more I've grown my relationship with my therapist, it has been such a game-changer for me. It's a space where I feel really safe, to be able to talk about what's going on in my mind, say things out loud and not feel judged."

One of the most mentally-taxing things for Hailey has been social media, she said. "Something I found to be really hard and really taxing for my mental health is social media, and my relationship with social media. I am somebody who struggles with people-pleasing - really wanting everybody to like me and caring a lot about what people have to say and think. I appreciate social media and I think it's a really wonderful and beautiful tool to be able to connect with people. I am in a space where I am trying to have the healthiest relationship with social media that I possibly can."

Accepting and talking about her feelings have not been easy for her. Hailey said, " I am somebody who has a really hard time admitting that I am going through a hard time. The older that I get, I am learning and still developing being able to be vulnerable and open instead of trying to have it all together all the time."

Expressing her support to all those going through mental health issues, she concluded by saying, "I would just encourage anybody who is going through it to just know that I understand and we are all in it together. You are not alone in what you go through ever. I understand that therapy is not accessible to everybody and I feel really grateful and very privileged to be able to afford it."

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Hailey Bieber opens up about mental health journey, says therapy has been a 'game-changer'

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"It's a space where I feel really safe, to be able to talk about what's going on in my mind, say things out loud and not feel judged," she said

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This attitude towards release reinforces her positioning as an imitable yet still refined lifestyle: Fans not only look at what she wears but also where they want to wait.

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Hailey Bieber Is Obsessed With These ‘Fashion Items’ & They’re Must-Haves This Fall

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Hailey Bieber revealed her latest fashion obsessions and fall must-haves in the new Harper’s Bazaar’s Burning Questions interview.

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Seeing from Hayley's outfits in recent years, her looks have retained a sense of fashion while becoming more formal, and her image as an entrepreneur has become more distinct.

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How to Dress Like Hailey Bieber This Winter

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Eight easy-to-recreate outfit formulas to get your closer to Bieber’s style.

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Hailey attire leans towards a professional style (such as suits, simple and high-end) rather than a model's catwalk look, emphasizing her status as "not just a face but a decision-maker"

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4. Digital reputation fragility: can collapse easily

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4. Digital reputation fragility: can collapse easily

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Easily to make fans from positive to negative

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Ngative of her brand influence her own personal image (2025)

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Ngative of her brand influence her own personal image (2025)

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The beauty guru Jeffree Star harshly criticised her brand Rhode’s $24 lip-liner as “cheap” and “raggedy” in a TikTok review.

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HAILEY Bieber's Rhode lipliner has been branded as 'cheap' and 'raggedy' by Jeffree Star in a scathing TikTok.

The beauty guru, who has amassed millions of followers with his reviews and own makeup brand, ripped into Hailey 's product.

Her range officially dropped last month after fans were teased for almost a year.

But in a new TiKTok review, Jeffree tore the newly launched $24 line apart to fans.

Unboxing four shades of the liner, the 39-year-old started off by pointing out the products were loose in a big box and felt weightless.

The influencer said the product was "plastic"

"Application keeps skipping a bit, it's a little bit bizarre to me, let's keep going.

"The application is not the smoothest, let's just say that."

When Jeffree took a lipstick and applied it over the formula, he claimed it was blotchy.

Before showing how to product wipes off and 'vanishes' Jeffree remarked: "They don't feel special either, they just kind of feel basic."

The mogul added: "There's literally no staying power, like hello where did you go?

"You can't even see any on my hand like hello, the formula literally vanished, hello?

"Hailey Bieber did you collab with Houdini because this is a f***ing magic trick.

"It literally came raggedy, raggedy, it came in the box, there was no tissue, no presentation these feel weightless, it literally feels like they're made of air."

"These are a flop," he concluded.

Hailey Bieber pregnancy clues

Hailey Bieber has sparked pregnancy rumors in recent months as fans have uncovered several clues pointing to a Bieber baby.

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Hailey Bieber's Rhode lipliner ripped as 'cheap' by makeup guru Jeffree Star

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HAILEY Bieber's Rhode lipliner has been branded as 'cheap' and 'raggedy' by Jeffree Star in a scathing TikTok. The beauty guru, who has amassed millions of followers w...

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Hailey's products are embroiled in controversy.

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Hailey's products are embroiled in controversy.

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She faced accusations of cultural appropriation after posting a “brownie glazed lips” makeup video, with critics saying she was popularising a trend long used by women of colour.

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Why Hailey Bieber’s ‘Brownie Glazed Lips’ Are Controversial

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There is a public feud narrative between Hailey and Selena Gomez’s fan-base, including chants of insults at Hailey during a Justin Bieber concert, and criticism of how the feud is handled socially.

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Fans defend Hailey Bieber after crowd chants insult during Justin Bieber concert

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The heckling occurred amid ongoing rumours of a feud between Hailey and Selena Gomez

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Trademark lawsuit: Her skincare brand Rhode was sued by an existing fashion label for trademark infringement, with allegations that Hailey’s use of “Rhode” caused market confusion.

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Hailey Bieber, married to Justin Bieber, is a celebrity with over 45 million followers on Instagram, another 9.2 million on TikTok, and a circle of A-list friends including fellow beauty entrepreneur Kylie Jenner. She has leveraged social media to promote her brand, with a single post promoting the beauty brand by Justin Bieber garnering over 1.5 million likes. Already, some consumers on Instagram have been tagging the wrong Rhode in photos.

"We didn't want to file this lawsuit, but we had to in order to protect our business. While a global brand, we are still a young and growing company, and we cannot overcome a celebrity with Hailey's following using our company's name to sell related products," said Khatau and Vickers in a joint statement. "We welcome competition - we just don't want competitors using our name." Sales of the Rhode fashion brand are projected to hit $14.5 million this year, the lawsuit states.

Lisa T Simpson of Orrick Herrington & Sutcliffe LLP, an attorney for Rhode, said in an emailed statement that the dispute was an "unfortunate" circumstance. "We, of course, understand that Hailey wants to use her middle name for her brand, but the law on this is clear: you can't create this kind of brand confusion just because you want to use your name," said Simpson. "This is a textbook case of reverse confusion, in which a massive junior trademark user threatens to trample a smaller senior user's market."

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Hailey Bieber's Rhode Brand Sued for Trademark Infringement

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A Los Angeles-based fashion brand with the same name has filed a lawsuit against Hailey Bieber's new skin care company Rhode.

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The brand received negative reviews about quality and customer service, which threaten its credibility and thus Hailey’s entrepreneurial star image.

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HAILEY Bieber's skincare and makeup company, Rhode, has been hit with an F rating by the Better Business Bureau after complaints from customers.

Hailey, 27, launched Rhode in 2022 with skincare products before delving into makeup a year later.

Though Rhode has made a name for itself in the industry with products like Peptide Lip Treatment and Glazing Milk for hydration, customers have turned to the Better Business Bureau with complaints about the brand.

Rhode currently has an F rating with the Better Business Bureau.

One customer complaint from August 2024 read, "I have sent this to the Rhode Team repeatedly. Dear Team Rhode, I am still having this issue, no refund. I was issued a refund on a return last July 23 of $25.86.

"It is now over three weeks later and I haven't received that refund. I contacted customer service twice, still no refund. I am upset. Can someone please fix this?"

Read more on Hailey Bieber

Rhode responded to the complaint over a month later, claiming a refund was issued on August 26, 2024.

Others complained about the quality of the products, as one customer wrote in July 2024, "I placed an order in June and I received it around the 26th of June.

"I immediately emailed Rhode because my lip glosses all smelt like mold and were grainy and my blushes were smooshed and looked like the box maybe had been destroyed in transit. They did not answer me. I sent over 10+ emails.

"Then I moved over to Instagram to message them and they answered me twice asking to send pictures and then once I answered them, they did not answer back. It's been almost a month with no answers and it's really frustrating because I spent over $230."

Rhode responded two weeks later, "The customer has reached out to us directly and we have issued a refund per her request. This request has been fully solved."

Another customer alleged in July 2024, "I made an order for $179.70 on July 7th, 2024. When I finally did receive the order, it was incomplete, I received the phone case and 4 out of 5 of the lip tints I ordered. I was missing my two blushes and one Strawberry Shortcake lip tint that was purchased.

"The four lip tint I did receive were faulty, three were coming out clear and the guava spritz had the smallest amount of color, so basically clear as well. I've sent multiple emails and dms and nothing has yet to be resolved with my order.

"There's so many other people that have had issues and I'm feeling like this company is just scamming people out of money. I was sent one email from them asking for proof so I could receive replacements. I sent proof pictures and videos, and since then, I've received no other responses from the company."

Rhode's response to the complaint three weeks later read, "The customer reached out to us directly and we have solved her complaint. We have issued a replacement of the missing items she did not receive and her order was confirmed delivered.

"We have also issued a refund for the item that is out of stock and was unable to be reshipped."

In another complaint, a "loyal" Rhode fan claimed in June 2024, "On February 27, 2024, I ordered a couple [of] products from Rhode. Despite being assured I'd receive them when ordered, I received them late because they were out of stock.

"That's not the problem. The problem is that one of the products (the phone case) caused issues and I emailed customer service and the first person told me they'd send me a replacement. After that, they stopped responding.

"I had another issue with one of my lip treatments exploding (I believe due to the phone case) but have not received a response. I have been constantly ignored despite trying to reach out to the customer service team.

"This is truly heartbreaking considering I love all the products and just wanted my problems to be fixed. I keep receiving an email saying that someone will reach out in two days but it's been weeks and no one has resolved my issue."

Rhode responded two months later, refusing to issue a refund or replacement, claiming, "Customer reached out to us in June 2024. The order placed was from February 2024. We are unable to issue a refund or replacement of an order past 30 days from when the order is delivered."

Rhode did not respond to The U.S. Sun's request for comment.

Hailey often promotes Rhode on her social media account.

EXPANDING RHODE

Despite the poor reviews, Hailey plans to expand her brand.

The U.S. Sun can exclusively confirm Hailey filed a new trademark for Rhode in February 2024, according to the United States Patent and Trademark Office.

The products under the trademark include, "medicated face cream, medicated skin creams, medicated skin lotions, medicated skin-care preparations, medicated cosmetics, preparations for the prevention and treatment of acne, pimples and spots, medicated patches for the treatment and prevention of acne, pimples and spots, acne removal products, acne cleansers, compresses saturated with medical substances."

In July 2024, she filed a trademark for Peptide Lip Shape that includes foundation, beauty masks, soap, bath salts, dry shampoo, shampoo, eyebrow pencils, nails, false eyelashes, hairspray and more products.

Justin and Hailey's Relationship Timeline

Photo credit: Patrick T. Fallon/AFP
November 2014 December 2015 February 2016 June 2018 July 2018 September 2018 November 2018 September 2019
TAX DEBT

Hailey expanding her brand despite the reviews comes as her husband, Justin Bieber, has been experiencing alleged financial woes.

The U.S. Sun previously reported the taxes on his $16.6 million desert property are overdue.

In total, Justin, 30, owes $380,349 - half of which was due by October 12th and the other half by April 10th next year.

The singer also owns a stunning eight-bed, 11-bath estate in Beverly Hills that he purchased for $25.8 million in August 2020.

But 13 months later, he asked Comerica Bank for a line of credit worth $5 million for the home.

This comes after TMZ reported Justin is "upset" over his old financial team allegedly mismanaging his reported $300 million fortune.

Aside from business and financial strife, the couple joyfully welcomed their first child together, son Jack Blues, in August.

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Hailey's Rhode hit with F rating by BBB for lip gloss that 'smells like mold'

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HAILEY Bieber's skincare and makeup company, Rhode, has been hit with an F rating by the Better Business Bureau after complaints from customers. Hailey, 27, launched Rhode in 2022 with skincare pr...

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According to a TikTok user, after Hailey posed for a photo with them, she walked away and the group “mocked them… it was like they wanted me to hear it”. The user described Hailey as “a bit of a mean person” and claimed to have rated her encounter 2/10.

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Fans’ experiences with Hailey Bieber go viral—“Mean Girl energy”

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Many had not met Bieber and based their observations on seeing her in public, and others said the criticism was coming from fans of rumored rival Selena Gomez.

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Hailey was accused of posting a long quote from an author’s book without crediting them.

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Who’s Accused Hailey Baldwin Of Plagiarism?

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HAILEY BALDWIN has been accused of plagiarism by a writer who claims that she has been using her work without crediting it on Instagram

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These incidents feed into the “fake” dimension: the idea that she presents originality or authenticity but is accused of duplicating others’ work.

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Hailey Bieber Slammed for Copying Selena Gomez’s Speech Word-for-Word; Netizens Call Her ‘Creepy Stalker’

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Hailey Bieber has been accused of copying Selena Gomez’s speech at the Daily Front Row’s 9th Annual Fashion Awards.