Hailey Bieber on Tuesday launched her skincare brand Rhode, after her middle name, joining a long list of celebrities who have entered the skincare business with brands of their own.
Rhode checks many of the boxes for beauty brand buzzwords as it touts being "vegan, cruelty-free, gluten-free, and we’re available fragrance-free.
Bieber, Jennifer Lopez, Gabrielle Union and more are profiting off of their recognizable faces, while makeup-free.
Bieber told Byrdie magazine her skincare obsession started when she was younger as she would heavily slather lotion on herself
Noticing what products other skincare brands in particular celebrity-owned ones she felt were missing prompted her to create her own line.
I wanted to know how to fill the gaps that people were looking for, and what people thought was missing or hated about celebrity brands," the model added.
I’m not going to shove things down your throat and say ‘buy this because I’m a celebrity.'
Who doesn’t want to look glazed and dewy from head to toe?” she told the outlet. "I want to look bitable."