Hailey Baldwin is poised to become the next celebrity beauty mogul.<\/p>\n
The model, 24, seems set to\u00a0launch her beauty empire, named Rhode, after filing various trademarks in 2019 and 2020.<\/p>\n
Nearly 15,000 people (and counting) are now following\u00a0Rhode\u2019s Instagram account, which Baldwin herself also follows. No photos have been shared as of yet, and the account\u2019s bio simply reads, \u201c2021.\u201d<\/p>\n
The BareMinerals ambassador has been dutifully posting about her love of skincare for the past year, even taking dermatology classes \u2014 and diligently\u00a0treating Justin Bieber\u2019s acne on Instagram.<\/p>\n
Initially, Baldwin filed a trademark with the United States Patent Office for the name Bieber Beauty, which was\u00a0ultimately rejected\u00a0due to many factors, including likely confusion with previous marks registered by her husband, Justin Bieber.<\/p>\n
\u201cThe reason this might feel strange is that there actually\u00a0is\u00a0a connection between Hailey Bieber and Justin Bieber,\u201d Alexandra Roberts, an associate professor at the University of New Hampshire School of Law,\u00a0told Page Six Style.<\/p>\n
\u201cIf the marks coexisting leads consumers to think the brands are associated, they\u2019re not exactly wrong.\u201d<\/p>\n\n
Though both stars pushed back against the refusal from the USPTO \u2013 Baldwin\u2019s lawyers argued, in part, that the name Bieber Beauty creates an \u201caura\u201d that is \u201csuggestive of a look, a lifestyle [and] an image \u2026 in which Mrs. Bieber walks\u201d \u2014 they ultimately decided to abandon the name in favor of Rhode.<\/p>\n
The switch could still be inspired by her husband; much like Bieber\u2019s Drew House clothing line, Rhode is derived from the model\u2019s middle name.<\/p>\n
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