UPDATE (June 23, 2019): Ever since we learned that Hailey Bieber applied for the Bieber Beauty trademark in April, we've been eagerly awaiting the next step in her burgeoning brand's development. For now, however, it seems she's hit a bump in the beauty road — and it's due to her own husband, Justin Bieber, and the forward thinking of his legal team nearly a decade ago.
According to The Blast, Hailey's trademark application was rejected by the U.S. Patent & Trademark Office because the name Bieber Beauty would likely cause confusion due to its similarity to none other than the Justin Bieber trademark, which included a long list of cosmetics — from shampoo to body lotion — in its application from way back in 2010. (The Blast reports that the trademark application was filed in 2003, but USPTO records reflect 2010.)
That's a year after the two were reportedly introduced by Hailey's father, Stephen Baldwin, when Justin and Hailey were only 16 and 14 respectively and had no idea that they would one day end up a married couple. Oh, the irony.
But this doesn't mean Hailey's not getting a beauty brand of her very own. The Hailey Bieber trademark she applied for one month after marrying Justin and taking his last name in 2018 currently doesn't include cosmetics among its goods and services — it's mostly apparel — so if they can't clear up the confusion with Bieber Beauty, that may be a viable option. And if she wanted to use her maiden name, Baldwin Beauty has just as much alliterative charm as Bieber Beauty.
Although there are no other Bieber-related beauty trademarks on record, there are several other Bieber trademarks on file that have nothing to do with either Justin or Hailey, including for goods and services that include everything from lighting to animal semen (yes, you read that right) to furniture lacquer.
This post originally appeared on April 15, 2019:
Another day, another celebrity beauty brand on the horizon, and this time it's from Hailey Bieber. The model's company officially filed paperwork for the trademark "Bieber Beauty," reports Fashionista and TMZ. According to both sources, the 22-year-old filed for the trademark with the intention of marketing her own cosmetics line. As Fashionista points out, the model also registered to trademark her new name — Hailey Bieber — in October of 2018. It's entirely possible that she already had plans in the works for the beauty line back then.
Since getting married last year, Hailey and Justin have been the couple to watch, with paparazzi photos and news about their lives together constantly making headlines. What's more, the "Sorry" singer launched his own clothing line, Drew House, earlier this year, so it seems they are both shaping up to be powerhouses on the beauty and fashion fronts.
While this would be Hailey's first real foray into the beauty world, it's worth noting that she's worked with a few major brands in the past, including L'Oréal Professionnel, Model Co. (an Australian cosmetics brand), and Bare Minerals, for which she currently serves as the face of the brand.
Neither Hailey nor Justin has yet to comment on the news or reveal any additional information, but we'll be on high alert for when they do. In the meantime, we'll be here dreaming about what a Bieber Beauty brand will look like. Something tells us it's going to be a hype beast.
Now read more about Hailey Bieber:
- Hailey Bieber Reveals the Only Foundation She’s Ever Loved
- Hailey Bieber Revealed Her Entire Skin-Care and Makeup Routine — and It's So Affordable
- Hailey Bieber's Makeup Artist Vincent Oquendo Breaks Down Her Best Looks
Done reading? Watch Hailey Bieber's best beauty moments over the years:
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