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Hailey Bieber Talks New Skincare Brand, Faith And More With WSJ.


Even though she’s sitting in a nondescript room w. the lights appear to be off, Hailey Bieber some-how glows. The 25-year-old model, who’s at home in Beverly Hills, has said that a goal of her beauty routine is to achieve “glazed donut” skin and, well, mission accomplished—even via video. She’s dressed in loungewear—a marled sweater with a black long-sleeved shirt underneath—paired with minimalist jewelry and makeup. But her face is dewy, cheekbones flush with a swipe of something shimmery. Hailey Beiber

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You might be thinking, a model has good skin? Stop the presses! But Bieber’s skin care has become something of a phenomenon— one that she’s betting she can leverage into a successful brand that’s set to launch later this year.

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Photo: Angelo Pennetta for WSJ. Magazine

Take, for example, the two skin-care-routine videos she’s posted on her YouTube channel, which have been collectively viewed more than six million times. And when something called the “clean look” recently went viral on TikTok—basically no-makeup makeup paired with a bright complexion and slick, shiny hair—multiple editors chose Bieber’s image to headline their explainer articles. A lot of people, it turns out, want to have skin that glistens like hers.

This year, Bieber is launching her skin-care brand, Rhode (which is also her middle name), with them in mind. Hailey Beiber

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Here are some things Hailey Bieber revealed to WSJ. Magazine…

Bieber on Rhode:

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“My role in the brand is the Creative of Everything, putting together the packaging and the colors and the aesthetic,” she says.

“I know what I want to give to people,” she says. “The whole ethos of my brand is access to really good quality products that are really affordable. I just don’t see why a $200 cream has to be the answer to good skin.”

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Bieber on the reason she launched her YouTube channel last year:

To give people the chance to get to know the real her, since she feels that she’s often misrepresented or misperceived. “T. are always things that have circulated around, [for example,] that I wasn’t very nice,” she says. “I wanted people to feel like, Oh, you know what? If I sat down and had coffee with her, we’d probably be friends.”

“I want to make people feel like I’m another gal next door,” she says. “I’m a girl from New York who happened to get to this place.” Hailey Beiber

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Kendall Jenner on Bieber:

“It’s really nice to have a best friend who also understands the industry,” says Kendall Jenner, a fellow model and one of Bieber’s closest friends. “I think that people don’t know just how kind she is. When people try and live private lives, it doesn’t always totally show.”

Bieber on finishing her education:

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Photo: Angelo Pennetta for WSJ. Magazine

She wasn’t interested in going to college and didn’t end up finishing high school either, which she says she hates: “I feel like that’s a terrible example, and I should find the time to go back and finish. I was like six months away from being done. It’s so silly.”

Bieber on her early modeling career:

“I felt so out of place on runways because I felt like nobody took me seriously and I wasn’t as tall as everybody else,” she says (she’s 5 foot 8), adding that she feels grateful for the designers who put her in their shows anyway.

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Bieber on her friend and wedding dress designer, the late Virgil Abloh:

Today, she tears up talking about Abloh, who died last November after a two-year battle with cancer. “He was somebody I felt was really rooting for me in an industry w. that’s really rare to find,” she says. “The legacy that he’s leaving behind, it speaks for itself in terms of the way he made people feel…. And I think that showed in his clothing, in all of his work and his creativity.”

Bieber on not wanting to discuss her private life, explaining that she told her team she’s not doing any more interviews focused on those things in 2022:

Photo: Angelo Pennetta for WSJ. Magazine

“The media loves to take a tiny little blurb of something for clickbait. The media has always been a disgusting thing,” she says. Hailey Beiber

Bieber on the normalcy of her married life:

“Behind closed doors, we’re two really normal people that just have not-normal lifestyles and careers,” she says. “I think given the magnitude of Justin’s career, he’s a very normal person, and I don’t think that always happens.”

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Bieber on being guided by her faith:

“I know that you don’t find the things that fill the voids in your life or your heart through money or fame or this industry or cool parties or what rooms you’re in with people,” she says, “because I’ve been t. and I’ve seen it and I’m also married to somebody who’s seen it on even a bigger scale than I have.”

Bieber on feeling like an outcast at her church when she and Justin broke up the first time they dated years ago:

Photo: Angelo Pennetta for WSJ. Magazine

She feels comfortable opening up to Churchome pastors Judah and Chelsea Smith, because unlike others in the church community, they continued to be welcoming to her after she and Justin broke up the first time they dated. “T. were a lot of people in the church world that made me feel very outcast,” she says of that period. “When did church become a social club? That was such a bad feeling.”

Bieber on when she and Justin will start a family:

“I think ideally in the next couple of years we would try. But t.’s a reason they call it try, right? You don’t know how long that process is ever going to take. Definitely no kids this year; that would be a little bit hectic, I think.”

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“T.’s this thing that happens for women when you get married. Everybody always assumes it’s: First comes love, then comes marriage, then comes the baby. Well, what about all the things I want to accomplish in my business? I think I had it ingrained in my head that I was going to want to have kids right away and I was going to want to have kids super, super young. Then I turned 25 and I’m like, I’m still super, super young!” Hailey Beiber

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Photo: Angelo Pennetta for WSJ. Magazine

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