Hailey Bieber files trademark for beauty brand

THE WHAT? Hailey Bieber has filed a trademark application for naming rights for the name Rhode, according to a report published by Refinery 29, quoting TMZ as its source.

THE DETAILS Rhode is Bieber’s middle name and the patent purports to cover the beauty and wellness sphere – namely bath and shower products, beauty creams, personal cleaning products, cosmetics, make-up, fragrances, haircare and skincare.

THE WHY? Celebrity beauty has taken over as the new celebrity fragrance and, presumably, Bieber has seen the success of similar celeb-backed brands such as Honest and Goop. This is Bieber’s second foray into the beauty sphere beyond her modelling contracts; the Bare Minerals ambassador filed a patent for Bieber Beauty back in 2019.

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