Her skincare and makeup routines, like her looks, are widely followed and imitated. Hailey Bieber is a true pioneer of beauty trends among Generation Z. Her highly publicized relationship with Justin Bieber and her friendships with celebrities, notably the Jenner sisters and Hadid, have built her notoriety and reinforced her visibility. While she was primarily a fashion icon, Hailey Bieber is now an open book who frequently shares her beauty expertise and secrets, significantly impacting popular culture.
Hailey Bieber, trendsetter
Between her skincare routines, her natural and minimalist make-up or her chrome nails that she managed to popularize, she has become a true icon of Gen Z. Other celebrities are even fans of her looks, like Vanessa Hudgens or Sydney Sweeney who took over the “Glazed Donut Nails” trend. On social media, the hashtag “Hailey Biber Nails” has nearly 675 million views. After her summer strawberry make-up, Hailey Bieber appeared at the beginning of September with copper-tinted hair, confirming the trendy hair color for fall called “ Cinnamon Cookie Butter “.
Young people, fervent fans of skincare
Generation Z is very invested in skin care and seems to attach greater importance to it than to makeup. This is partly explained by Covid-19 and confinements, during which young people lost the habit of wearing makeup. Gen Z today adopts light and natural makeup, but instead focuses more on the health of their skin, so that it looks beautiful and radiant.
And we owe this to celebrities, like Hailey Bieber, who regularly post skincare routines, product recommendations or valuable advice on their social networks. Justin Bieber’s wife subsequently made several appearances on the YouTube channels of Vogue and Harper’s Bazaar, for which she received very positive comments from Internet users, pleasantly surprised by her great knowledge.
La nepo baby launched its own Rhode Beauty skincare brand in 2021, with high-quality products, often out of stock, designed to address the concerns and issues of modern women. A year later, an analysis by SpaSeekers, combining increased Google searches and TikTok data, reveals Hailey Bieber the most popular beauty icon of 2022.
Hailey Bieber, the LA girl who wants to be simple and ordinary
But then, why does everything Hailey Bieber does go viral? According to Ophélie Lepert, trend consultant at NellyRodi “She embodies an inspiring and desirable figure, with a very ‘LA girl’ or ‘clean girl’ aesthetic, these trends popularized on social networks and very fashionable for the clean and healthy young woman , a little sporty, always with a fresh and luminous complexion that evokes good health. It advocates a clear visual identity, very educational and accessible, with an inspirational lifestyle, which everyone dreams of having.”
An easy-to-reproduce style
In her videos, the American looks like an ordinary person and uses products that are known to everyone (and affordable). Although she can have access to the most luxurious cosmetic treatments, Hailey Bieber proves that by using a few (but quality) products from accessible brands, you can easily recreate your looks and obtain radiant skin.
Hailey Bieber’s digital strategy is clear: she shows herself naturally and uses easy-to-adopt and replicable codes. “Beyond embodying natural beauty, it is a perfect influence for any type of audience because it is always in the middle, between casual and chic, minimalism and glamour, natural and refined » says Ophélie Lepert.
Hailey Bieber has also learned to constantly renew herself and position herself in relation to trends by using the codes that Internet users already know. “Her audience will say ‘she uses this product too’ or ‘she has picked up this trend, we are part of the same sphere on TikTok!’. She is very visible and present, she suggests that she is a simple and ordinary girl, that she is a bit like us in the end,” explains Ophélie Lepert.