Hailey Bieber’s beauty line: Supermodel reportedly planning to trademark new cosmetics company ‘Bieber Beauty’

Megan C. Hills

From Rihanna’s Fenty Beauty brand to 'self-made' billionaire Kylie Jenner’s sprawling cosmetics empire, the spirit of beauty entrepreneurship is alive in Hollywood.

Now another major star appears to want a piece of the pie, as new reports suggest Hailey Bieber might be setting up a beauty brand under her married name (Bieber Beauty does, after all, have a great alliterative ring to it).

Bieber is no stranger to the makeup industry, with close ties to Australian beauty brand bareMinerals, as the face of their Power of Good and Clean Beauty campaign.

But now she could be planning to go her own way as TMZ reports that she has “filed trademark paperwork” for the name “Bieber Beauty”.

According to official documents filed with the US Patent and Trademark Office, the application was sent by her company Rhodedeodato Corp and the words “beauty and cosmetic products” were explicitly included in the paperwork.

After marrying Justin Bieber, Hailey also filed to register “Hailey Bieber” last year. The Blast, who first reported on the news, said it was filed “for the purposes of a clothing line” but she also filed trademarks for her maiden name “Hailey Baldwin” and “HRB3” through Rhodedeodato.

(Splash News)

Hailey's husband Justin Bieber runs his own fashion brand Drew House, a streetwear brand which sells comfy loungewear, hats and even home slippers (playing to Justin’s obsession with hotel slippers).

Hailey has been supportive of his business and frequently wears pieces from his collection, including Drew House printed masks at Coachella alongside Kendall Jenner and the hotel slippers, which sold out almost instantly.