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Hailey Bieber, serial creator of beauty trends: why everything she does goes viral

HAiley Bieber: for them beautyhaolic his name instantly means one thing. New beauty obsessions on the way.

From the «Kardashian Era» to the «Bieber Era»

If we stop to think, in fact, it wasn't that long ago that the Kardashians dictated almost everything beauty trends, launching pad for their cosmetic brands. At the height of their influence, reality stars turned beauty entrepreneurs borrowed the aesthetics popularized by women of color and the makeup techniques used by drag queens making them accessible to the masses. Suddenly, every influencer started sporting maximalist makeup and nails.

But in 2024 that beauty era now seems to be coming to an end and one of the closest friends of the Kardashian clan, Hailey Bieberbecame the new queen of viral beauty trends, as well as a formidable “threat” for the K sisters in the country of business cosmetic.

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While Kim Kardashian and Kylie Jenner have inspired millennials to embrace maximalism with their makeup kits for contouring and plumping lips, Hailey is teaching Gen Z to look much more minimalist.

All the beauty trends launched by Hailey Bieber

All the strongest beauty trends of recent years unquestionably come from her. From the glazed donut skin (the very bright complexion in just a few steps) to aesthetics Vanilla girl (natural and sweet beauty look, characterized by soft shades) e Milk make-up (which combines bronze-toned eyeshadows with natural lips for a sun-kissed look), from Strawberry girl (rosy face combined with glossy strawberry popsicle colored lips) with Sugar Plum Fairy makeup.

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Without talking about the countless hair trends (blunt, curved, box bob) and hair nuances, from the latest one shown, there Chocolate Syrupa brown with a brown undertone, so dark that it almost tends towards black, al Cinnamon Cookie Butter from last autumn, a warm and luminous brown, which recalls the color of cinnamon. Because, obviously: every season Hailey launches the hair dye that we will then see everywherefrom social media to reality

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And it doesn't end there: the entrepreneur also often shows off her nails. To announce her first pregnancy, a few days ago, she sent her Internet into a tailspin for his manicure glazed donut.

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In any case, the wife of Justin Bieber stands out for the choices of nail art minimalist and glam together: from French manicure 4.0 to vanilla chrome nails which, of course, match the above make-up.

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Because Hailey Bieber is an aspirational mood board

In short, as we were saying, the name of the American it-girl and model has been increasingly associated with a series of beauty trends that have subsequently gone viral on social media: there is no question that all we now want is appear naturally glow, clean and overall, effortlessly beautiful. Practically like Hailey, the Zenith reference that all girls today want to look like.

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But How did this change in the aesthetics of beauty come about? After years full of acrylic nails and flashy makeup, how did bieber captivate generation d. K. (post-Kardashian)? What does Gen Z see in her that is so compelling? First of all, in true da style nepo baby, Hailey Bieber is easily identifiable due to her relationship with famous people. She is the daughter of the actor Stephen Baldwin (brother of the more famous Alec and William) and, since 2018, wife of the super popstar Justin Bieber. She is a close friend of the Jenner sisters and other mega-influencers. Before marriage at just 21 years old, however, she had undertaken a modeling career quickly appearing in a myriad of glossy magazines, from Love to Teen Vogue. Subsequently, he signed major contracts with BareMinerals and Levi's jeans.

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Meanwhile, his Instagram , which currently boasts more than 52 million followers, has become a fashion bible for girls. But It was TikTok that transformed her into a serial generator of beauty trends and more than anything else in an idea to aspire to.

How Hailey Bieber became a skincare guru

The crux of Gen Z's attraction to Hailey Bieber is the lack of effort that seems to be necessary to look stunning, beyond the launch of her beauty brand Rhodes who has consolidated his status as a beauty guru in hyper space.

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Launched in 2022, at the time it included a hydrating serum, a face cream and a lip treatment sold in gray containers with basic packaging. In two years the product range has been enriched by a cleanser and a lip tint (the famous one Peptide Lip Tint, available in 4 different shades). Everything immediately went away sold out generating a consequent long waiting list. How come?

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By sharing her days with her followers and also often the state of her skin, which is not always perfect, Hailey has created over time a sort of affiliation which, combined with a clean aesthetic and the claim «first the skin and then the makeup», made her an icon. Hailey then, all things considered, is a real one queen of marketing.

Just think of the stratospheric success of Rhode's lipgloss iPhone cover which, one day, immediately went viral on all social media. An instant silicone accessory a gem that all beauty addicts must have and which conquers thanks to its minimal design, just like the entire It girl line, but also because it is a product designed for all women who, inevitably, spend too much time looking for the missing lip gloss in their bag.

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But There is real genius behind this accessory. In fact, anyone who takes a photo of themselves in the mirror with the cover and lipgloss will be indirectly advertising the brand. In short chapeau to Hailey Bieber, because her every move is never left to chance and proposed with logical sense and great intelligence. We don't know when his will end beauty erabut at the moment it dominates absolutely unchallenged and shows no signs of waning.

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Source: Vanity Fair

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