Hailey Bieber’s Rhode threatens Kylie Jenner’s lip gloss empire

Hailey Bieber is keeping up with Kylie Jenner’s beauty biz playbook. 

The 26-year-old supermodel was inducted into Forbes “30 Under 30” list for her skincare line Rhode, which reportedly has a 700,000 person waitlist, namely for her popular peptide lip gloss that sells out in seconds. The glaze craze is reminiscent of Kylie Jenner’s ubiquitous lip kit launch in 2015. The gloss and lip liner sets, which many use to create the illusion of lip injections, helped the youngest of the Kardashian-Jenner clan build a net worth of $600 million at age 25, Forbes reported.

Rhode, which launched in 2020, sells just three products: a peptide lip treatment, a body moisturizer and a glazing fluid said to promote skin hydration, all priced under $30. The company is reportedly on track to rake in eight figures this year, Bieber told Forbes. The business magazine reported Bieber’s line sold 36 units per second in the most recent product restock. Even Bieber, who started modeling at age 17, seemed surprised by her own success, telling Forbes she initially had self-doubt about her potential. 

“The thing that was on my mind was the fear of not being taken very seriously,” Bieber, who is married to singer Justin Bieber, told Forbes.

“Does anybody even take me seriously, as a founder, as an entrepreneur?”

The daughter of actor Stephen Baldwin seemed to strategically carve out her budding business empire in her own right — naming the brand after her middle name, Rhode, passed down from her mother’s side of the family rather than going with her maiden name or banking on her husband’s. 

“It just sounded so strong and beautiful on its own,” she told Forbes.

Like Jenner, whose lip kits sold out minutes after launching, Bieber has leveraged her social media following of nearly 50 million to sell her products direct to consumer.

Meanwhile, fellow beauty mogul Jenner nearly broke the internet in 2019 when Forbes declared her the world’s youngest “self-made” billionaire when she was just 21 for her namesake brand Kylie Cosmetics. A year later, however, Forbes reported that Jenner exaggerated the size and revenue of her business and that her then-net worth in fact fell short of the billion-dollar mark.