The Hailey Bieber Effect: Rhode Skincare to Chrome Nails

A photo of Hailey Bieber in a gray dress at the Rhode UK launch party.

Hailey Bieber: The New Queen of Clear Magnificence

It wasn’t way back that the Kardashians dictated almost each magnificence pattern and spun up their very own magnificence companies alongside them. On the peak of their affect, the truth stars-turned-lifestyle moguls had been borrowing aesthetics popularized by Black and brown ladies — and make-up methods utilized by drag queens — and making them attainable to the plenty. Abruptly, each white influencer had laid edges, overlined lips, and a doubtful tan.

However in 2024, that period of magnificence appears to be winding down. Followers accuse the Kardashians of being of their “flop period,” and even copycats of newer influencers. On the identical time, one of many household’s closest pals, Hailey Bieber, has change into the brand new queen of viral magnificence developments, in addition to a formidable menace within the land of magnificence commerce.

Whereas Kim Kardashian and Kylie Jenner impressed Millennials to embrace maximalism with their contouring and lip kits, Bieber is educating Gen Z to look much more plain.

From “glazed donut” pores and skin to “vanilla woman” make-up to “latte woman” make-up, Bieber has been hooked up to a slew of latest minimalist magnificence developments. The newest goal, it appears, is to look “clear,” naturally glowing (that’s, sun-kissed however not essentially doused in bronzer), effortlessly stunning, and, total, sort of bland.

How did this shift in magnificence aesthetics come to be? After many memorable, discourse-laden years of Black hairstyles, flashy acrylic nails, and attention-grabbing make-up being “in,” how did Bieber go on to captivate the following technology — one largely related to individuality, physique acceptance, and progressiveness? What’s she promoting to Gen Z that’s so compelling?

Let’s discover extra in regards to the rise of Hailey Bieber and her impression on the sweetness trade.

The Rise of Hailey Bieber

In true nepo child style, Hailey Bieber is most readily recognized by her proximity to different well-known folks. She’s the daughter of actor Stephen Baldwin — brother to the extra well-known Alec — and, since 2018, the partner of pop celebrity Justin Bieber. She’s a detailed buddy of the Jenner sisters and different mega-influencers of their Calabasas circle.

Earlier than changing into a musician’s spouse at 21, although, Bieber was on a fast-paced — and privileged — trajectory to changing into a star in her personal proper. At 17, Bieber signed to Ford Fashions and shortly appeared in a plethora of shiny magazines. She joined the high-profile company IMG in 2016 and landed main contracts with magnificence and style manufacturers.

In the meantime, her Instagram, which boasts 51 million followers, grew to become a style bible for younger ladies seeking to imitate her prep-meets-streetwear type. However her pivot to TikTok in the course of the pandemic signaled that one thing greater was on the horizon.

Hailey Bieber as a Magnificence Influencer

In April 2021, Bieber posted a front-facing video on TikTok the place she applies a beneficiant quantity of moisturizer to her face whereas zooming in on her poreless, glassy pores and skin. This sparked a pattern of “glazed donut vibes” and “layering skincare for the right dewy end.”

Her enchantment lies within the lack of effort it seemingly takes for her to look gorgeous. This easy magnificence has translated into the launch of her personal skincare model, Rhode, which focuses on hydration and ease in skincare routines.

Bieber’s authenticity angle makes her stand out within the magnificence trade. From Glossier to Rhode, she’s following a direct-to-consumer mannequin to promote her merchandise, emphasizing the significance of authenticity and minimalism.

Regardless of the rise of minimalist magnificence developments, there is a dialogue in regards to the racial connotations and exclusivity of those aesthetics. Nonetheless, Bieber’s impression on Gen Z’s magnificence requirements can’t be denied.

For all of the dialogue on our lack of monoculture, it’s nonetheless thriving within the magnificence division, with Hailey Bieber setting a brand new commonplace for clear, easy magnificence.

Hailey Bieber has change into the face of the “clear woman” aesthetic, paving the best way for a brand new period of magnificence requirements that prioritize simplicity and authenticity.

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