Hailey Bieber has found herself at the centre of social media backlash following the debut of a new accessory under her Rhode beauty brand.
The controversy surrounds a promotional photo of Rhode’s newly launched Lemontini Peptide Lip Tint, in which Hailey, 28, is seen wearing a waist chain designed to hold lip tints.
While the concept was intended to be a fashion-meets-function statement, some followers online compared the accessory to a ‘tampon holder,” prompting a wave of sarcastic remarks.
Hailey, who is married to pop star Justin Bieber, has not responded to the criticism publicly.
She was photographed in Los Angeles leaving a studio session with her baby Jack Blues and husband.
Observers noted that she appeared “downcast,” possibly reflecting the pressure from the recent controversy.
For her outing, the model opted for a casual ensemble including a black leather jacket, leggings, and slip-on sandals.
Critics online questioned the practicality of the accessory and accused the brand of promoting unnecessary products.
However, others defended the innovation, saying that beauty and fashion are often about experimentation and self-expression.
Despite the divided opinions, Rhode continues to grow rapidly in the beauty industry.
Hailey recently announced a major deal with elf Cosmetics, through which Rhode is set to expand globally.
The brand, launched in 2022 with a minimalist skincare line, has since added tinted lip products and viral phone case gloss carriers to its portfolio.
Hailey will continue her role as founder and serve as Chief Creative Officer and Head of Innovation after the acquisition.
Rhode’s latest launch marks its sixth lip tint shade, with a slightly revised formula aimed at improved texture and application.
While the design of the lip tint holder may have sparked debate, it has also drawn attention to the brand’s growing influence and market presence.