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Hailey Bieber is accused of copying idea from small business AGAIN after latest Rhode product launch

Hailey Bieber is accused of copying idea from small business AGAIN after latest Rhode product launch

Daily Mail​13-07-2025
Rhode, the billion-dollar beauty brand founded by Hailey Bieber, has landed in hot water again amid fresh accusations its team allegedly copied a product design from a small business.
After the model, 28, was pictured wearing a custom lipgloss-carrying waist chain in a new Rhode campaign, social media users began accusing the company of taking inspiration from the skincare brand, Cocokind.
The resemblance between the gold waist chains divided the internet as many were torn between whether Rhode ripped off Cocokind or if the resemblance was purely coincidental.
'Not surprised she's been copying concepts from other brands all along! Looks like it's just another day, another design lifted from someone else. Shamelessly stealing ideas,' one X user pointed out.
Another quipped: 'There's nothing original about Hailey Bieber.'
Others accused Bieber of being a 'copycat since day one.'
'Neither of them invented anything, that accessory has been around for decades, and Hailey never claimed to have created it,' one X user pointed out.
DailyMail.com has reached out to Bieber, Rhode and Cocokind, but has not heard back, at this time.
Last month, Cocokind polled fans over the product to gauge interest from consumers to see if they would actually wear a body chain that hooks to their lip gloss and doubles as a belt chain.
'We don't know how many to make so we need your honest opinions! Here's how some of our Miami crew styled the chain this weekend!' they wrote on Instagram in a post, uploaded on June 9.
Rhode first posted their body chain on July 5.
It is unknown when they began working on their design. In general, product development timelines can vary from weeks to several years.
After Rhode went public with their design, Cocokind founder and CEO, Priscilla Tsai, revealed they 'decided that were not gonna be making this body chain slash belt that hooks onto your lip balm' anymore.
Tsai explained in an Instagram video that only 50 percent of consumers said they were interested in purchasing the body chain, which raised 'red flags' to her that it may be too niche.
In the comments section, one customer wrote: 'I saw Rhode coming out with one. It's cute but I'd rather buy from Cocokind... no tea no shade to them.'
A second commented: 'Rhode copied you.'
Following the recent release of her brand's lipgloss-carrying gold waist chain, social media users alleged the model, 28, may have copied an idea in development at the brand, Cocokind
A third wrote: 'Rhode has something similar for their new launch, however it's not for sale and simply used in the campaign pics. Maybe you can use yours for just pics.'
Cocokind was launched in November 2014 by Tsai, who sought to create an accessible and clean skincare line.
The company has 346,000 followers on Instagram and is sold at stores like Ulta Beauty, Target, Walmart and Whole Foods.
Meanwhile, Rhode has 3.4 million Instagram followers and is primarily sold through its own website. This fall, it will hit Sephora.
This is not the first time Rhode has been called out for copying the aesthetic of other brands, like Selena Gomez's Rare Beauty, Summer Fridays and Millie Bobby Brown's Florence by Mills.
The resemblance between the waist chains divided the internet as many were torn between whether Rhode ripped off Cocokind or if the resemblance was purely coincidental
In 2022, Rhode raised eyebrows for having similar packaging to Florence by Mills and has repeatedly been accused of taking inspiration from Gomez's Rare Beauty.
Hailey has never not publicly denied or commented on the copying allegations.
Bieber's brand was previously sued for trademark infringement by Rhode-NYC over its name
Ultimately, Bieber's brand won the trademark dispute against the clothing company, which has been worn by stars like Beyoncé, Rihanna, Tracee Ellis Ross and Khloé Kardashian.
Regardless, the mogul, who is married to pop star Justin Bieber, has achieved significant success as an entrepreneur and sold Rhode to E.l.f. Cosmetics in May.
She still serves as the brand's the Chief Creative Officer and Head of Innovation and a strategic advisor for e.l.f.
This is not the first time Rhode has been called out for copying the aesthetic of other brands, like Selena Gomez's Rare Beauty, Summer Fridays and Millie Bobby Brown's Florence by Mills
In 2022, Rhode raised eyebrows for having similar packaging to Florence by Mills
Four years before Hailey released her Strawberry Glaze Skin Smoothie at Erewhon, Summer Fridays had a similar collaboration with Alfred Coffee
Bieber launched her much-anticipated brand in June 2022, releasing only three products at the time - Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment.
Since then, the brand has grown exponentially, expanding into different tinted lip products, blush and even viral phone cases that double as lip gloss carriers.
After making the purchase, e.l.f. Chairman and CEO Tarang Amin told Business Wire: 'E.l.f. Beauty found a like-minded disruptor in rhode.'
'Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible,' he said in his statement. 'We are excited by Rhode's ability to break beauty barriers, fully aligning with e.l.f. Beauty's vision to create a different kind of company. Rhode is a beautiful brand that we believe is ready for rocketship growth.'
Following the news, Hailey took to Instagram to break her silence on the monumental deal.
Last month, Rhode raised eyebrows for seemingly taking inspiration from Gomez's Rare Beauty in the photo above
'When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally,' she wrote in the caption, which was accompanied by two pictures of her.
'So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode.
'I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand,' her message continued.
'I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty.'
In the post, Hailey also thanked her dedicated team at rhode and acknowledged that she 'couldn't have done it' without their help.
Of course, she also thanked consumers.
'As I've said, this is only the beginning,' Hailey signed off.
Earlier this year, she told Vogue that Rhode, which is her middle name, was a COVID-era idea.
'I think from having worked with so many different makeup artists and trying different facialists, estheticians, all these different people... I realized that it doesn't take much for you to have a good routine, and it doesn't take much for skin care to be great,' she told the publication.
In the interview, Rhode's president, Lauren Ratner, credited Hailey as the 'number-one reason for Rhode's success.'
'I think the consumer is really smart, and really understands authenticity,' Ratner said.
While speaking about the success of Rhode, Hailey admitted she 'never, ever thought or expected it to turn into this.'
'In my wildest dreams, it's already gone beyond what I would've hoped for,' she gushed.
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Where to buy Rhode Skin in the UK as Hailey Bieber's line set to launch in Sephora UK
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Where to buy Rhode Skin in the UK as Hailey Bieber's line set to launch in Sephora UK

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Most read in Fashion and Beauty MADE FOR MUM Oodie sale UK: Save 30% off dressing gowns and blankets for Mother's Day You can also buy directly from the Rhode website. Shipping costs £7 on all orders under £70 (it's free on orders over £70), and takes on average 1-3 working days to arrive. Is Rhode Skincare good? Rhode has garnered glowing reviews from shoppers, influencers and beauty industry insiders since it hit shelves. The products have been created to deliver essential skin benefits, such as hydration, without damaging or irritating the dermis, making them suitable for anyone with sensitive skin. The Peptide Lip Treatment has proved to be particularly popular, receiving over 16,000 positive reviews and fast becoming a cult classic. I tried Hailey Bieber's Rhode Skin – this is my verdict Writer Kaleigh Werner tested out bestsellers from the Rhode Skin lineup - here's what she thought On its own, my skincare regimen is simple. 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Pineapple Refresh 9 Formulated with pineapple enzymes, green tea and polyglutamic acid Credit: Rhode Rhode Pineapple Refresh, £30 The first step in your Rhode skincare routine is the Pineapple Refresh Daily Cleanser. Designed to thoroughly cleanse the skin while also keeping it moisturised for that famous Rhode juicy glow, this gel-to-foam cleanser contains hydrating polyglutamic acid, gently exfoliating pineapple enzymes and calming green tea extract. We've tried it out and can confirm that it leaves skin feeling incredibly soft, smooth and comfortably hydrated. Glazing Milk 9 A barrier-boosting essence Credit: Rhode Rhode Glazing Milk, £32 If you've never tried a skincare essence before, the Glazing Milk might just be the step your skincare routine has been missing. Designed to be patted into the skin after cleansing and before a serum like the Peptide Glazing Fluid, its milky texture adds a layer of moisture to your skin while also helping to calm irritation. 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Peptide Lip Treatment 9 One of many hero products Credit: Rhode Rhode Peptide Lip Treatment, £18 Peptide Lip Treatment is arguably one of the most talked about lip products on the internet, having racked up over 16,000 reviews. This hero product is infused with hydrating shea butter, which contains five essential fatty acids including vitamins A, D, E and allantoin, and works to hydrate dry and cracked lips. Peptides (the recurring ingredient in Hailey's skincare range) brighten and plump your pout while also reducing any fine lines around the mouth. It also contains cupuaçu, which promotes skin elasticity and suppleness for super soft lips, and babassu to support your lip's microbiome. The Peptide Lip Treatment comes in four flavours: unscented, watermelon, salted caramel and vanilla, so you can have your pick of mouthwatering scents. Barrier Restore Cream 9 Give your skin some TLC Credit: Rhode Rhode Barrier Restore Cream, £32 Barrier Restore Cream is another hugely popular Rhode item with shoppers - it has received over 3,000 reviews on the website. It's infused with shea butter, squalane, peptides, açai and niacinamide, all of which work to hydrate, smooth, protect and improve your skin's elasticity, luminosity and texture. This is one of the best moisturisers for mature skin that will help to reduce the appearance of ageing and leave your skin super soft and hydrated, with an even texture. While the other products are lightweight, this cream is a thicker substance in comparison, but still feels light and non-greasy on the skin. Peptide Lip Tint 9 For colour and care Credit: Rhode Rhode Peptide Lip Tint, £18 If you're looking for a lip product with more colour to it than the Peptide Lip Treatments, these lip tints might be what you're looking for. 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Where to buy Rhode Skin in the UK as Hailey Bieber's line set to launch in Sephora UK
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IF there's one beauty brand that has swept social media up into a frenzy, it's Rhode Skin. Founded by supermodel turned beauty mogul Hailey Bieber, the skincare brand offers a range of effective, no-nonsense formulas, developed to help you achieve the glow of Hailey herself. You'd be forgiven for thinking that Rhode Skin is just another one of those celebrity make-up lines, but it really stands out from the crowd. The brand prides itself on "100% honest, no BS, scientifically proven formulas", as well as a "minimal footprint", echoing founder Hailey's no-nonsense approach. Speaking about the viral skincare line on her social media account, Hailey shared: "It is our mission to get efficacious, accessible skincare into the hands of as many people as possible. "We can't wait to take this next step on our journey with you all. Cheers to dewy, glazed skin." 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Designed to deliver the brand's signature 'glazed skin' look, Rhode is known for its collection of skincare heroes. Skincare fans can enjoy refreshing cleansers, smoothing serums and plumping lip treatments from Hailey's range. Pineapple Refresh 8 Rhode Pineapple Refresh, £30 The first step in your Rhode skincare routine is the Pineapple Refresh Daily Cleanser. Designed to thoroughly cleanse the skin while also keeping it moisturised for that famous Rhode juicy glow, this gel-to-foam cleanser contains hydrating polyglutamic acid, gently exfoliating pineapple enzymes and calming green tea extract. We've tried it out and can confirm that it leaves skin feeling incredibly soft, smooth and comfortably hydrated. Glazing Milk Rhode Glazing Milk, £32 If you've never tried a skincare essence before, the Glazing Milk might just be the step your skincare routine has been missing. Designed to be patted into the skin after cleansing and before a serum like the Peptide Glazing Fluid, its milky texture adds a layer of moisture to your skin while also helping to calm irritation. Whether you include it in your morning or nighttime routine, or maybe for a refresh on a no-make-up day when working from home, it will instantly refresh and hydrate your skin, no matter your skin type. Key ingredients include ceramides, polysaccharides, magnesium, zinc and copper, which lock in moisture and boost skin barrier function. Peptide Glazing Fluid BUY NOW Peptide Glazing Fluid is a dewy serum enriched with niacinamide, peptides, hyaluronic acid and marula oil, which combine to nourish, brighten and deeply hydrate the skin. Peptides plump the skin and reduce the appearance of fine lines for a youthful and glowing complexion, while marula oil is rich in fatty acids to support and soften the skin barrier. It gets our vote as it is another super hydrating and lightweight formula for your skin to drink up, and leaves you looking as glazed as a doughnut. Peptide Lip Treatment BUY NOW Peptide Lip Treatment is arguably one of the most talked about lip products on the internet, having racked up over 16,000 reviews. This hero product is infused with hydrating shea butter, which contains five essential fatty acids including vitamins A, D, E and allantoin, and works to hydrate dry and cracked lips. Peptides (the recurring ingredient in Hailey's skincare range) brighten and plump your pout while also reducing any fine lines around the mouth. It also contains cupuaçu, which promotes skin elasticity and suppleness for super soft lips, and babassu to support your lip's microbiome. The Peptide Lip Treatment comes in four flavours: unscented, watermelon, salted caramel and vanilla, so you can have your pick of mouthwatering scents. Barrier Restore Cream Barrier Restore Cream is another hugely popular Rhode item with shoppers - it has received over 3,000 reviews on the website. It's infused with shea butter, squalane, peptides, açai and niacinamide, all of which work to hydrate, smooth, protect and improve your skin's elasticity, luminosity and texture. This is one of the best moisturisers for mature skin that will help to reduce the appearance of ageing and leave your skin super soft and hydrated, with an even texture. While the other products are lightweight, this cream is a thicker substance in comparison, but still feels light and non-greasy on the skin. Peptide Lip Tint If you're looking for a lip product with more colour to it than the Peptide Lip Treatments, these lip tints might be what you're looking for. They deliver a buildable, semi-sheer glossy colour with all the skincare benefits you'd expect from Rhode, with a formula packed with peptides (of course) and a blend of natural butter. Peptide Lip Tint is available in four shades – plus a kit containing them all for £80. The Rhode Kit The Rhode Kit, £117 The Rhode Kit is the ultimate bundle, and one we think will get snapped up quickly. The Rhode Kit is £117 but the original value is £126, which is what initially grabbed our attention. Plus, buying this means you'll be eligible for free standard delivery too, so that's another saving. The kit contains the Pineapple Refresh, Glazing Milk, Peptide Glazing Fluid, and Barrier Restore Cream. You can forge a super simple skincare routine with this collection, and take it on the go too, especially when travelling for a simple skincare regimen. Lip Case Rhode Lip Case, £38 BUY NOW The beauty world went into a frenzy when Hailey posted a selfie of her holding her phone case with the designated section for her lip treatments. The phone case is made from super soft silicone, with a section running diagonally across the back of the phone to clip in your lip treatment. It only comes in a grey hue for now, but is compatible with most recent smartphones, beginning from the iPhone 13 and going all the way up to the iPhone 16 Pro Max. The Rhode Lip Case retails for £38, and there is an option to add a Peptide Lip Tint or Peptide Lip Treatment for a further £18, totalling £56 for the bundle. Is Rhode Skincare non-comedogenic? Rhode skincare is formulated to be non-comedogenic and to suit all skin types, but the brand recommends doing a patch test first. Some products do contain heavy emollients like coconut derivatives, marula oil, and murumuru butter, (like the Barrier Butter), which are non-comedogenic on paper, but may still clog pores in some people. Start by trying products with more lightweight formulas first (like the Peptide Glazing Fluid or the Pineapple Cleanser), which are less likely to block pores or cause breakouts. Keep an eye on your skin for any reactions, and if blemishes or blocked pores do occur, reduce your usage or explore other products from the range. Does Hailey Bieber own Rhode? Unless you have been living under a rock, you will probably know that Rhode was founded by Hailey Bieber. The 27-year-old used her middle name Rhode as the name of the line, which also cleverly plays on words and ties in with her journey navigating the beauty industry. On the official Rhode website, Hailey states: "My journey towards healthier skin inspired me to develop products that work, in a way that's accessible to everyone. "Rhode is dedicated to making products based on science and great formulation, simplifying many of the mysteries and complex narratives behind efficacious skincare. "I hope these will become your go-to essentials that can live in your bathroom, be your favourite travel companion, improve your skin over time, and keep your skin happy and hydrated." Hailey is still the founder, and she was also the majority owner of the brand, but this changed in May 2025 when she made a Rhode deal. Did Hailey Bieber sell Rhode to e.l.f. Beauty for $1 billion? Yep, the acquisition of Rhode by e.l.f. Beauty was valued at up to $1 billion, with $800M as a closing payment and $200M tied to future sales. But Hailey is still deeply involved after making the Rhode sale, and is the Chief Creative Officer, Head of Innovation, and Strategic Advisor to both Rhode and e.l.f.

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The Independent

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  • The Independent

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