Hailey Bieber And Her New “Rhode” Brand (11 Photos)

For several years, supermodel Hailey Bieber was preparing to launch her own cosmetics brand, launched it with pomp, having a noisy party and … it looks like she may seriously lose her business firstborn. The name of the star beauty brand Rhode is a reference to the middle name of the model Hailey Rhode. As it turned out, a rare name in the passport is not uncommon for the fashion industry.

The model, who presented her skin care line on June 15, was sued for trademark infringement by the fashion brand of the same name with an 8-year history. In a statement to the New York Post, the legal team of the current Rhode brand claims that Bieber tried to acquire the trademark from the design duo back in 2018, but they refused. Obviously, Bieber decided to take a chance anyway and launched her own Rhode.

The lawsuit states that “the number of Bieber followers and the virality of her marketing cause immediate, permanent and irreparable harm to the Rhode brand.” Two business owners are asking the court to ban Bieber from using the name Rhode to avoid confusion between their brands.