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.