Hailey Bieber Is Launching a Beauty Line According to the U.S. Patent and Trademark Office, the model filed paperwork to release a line of cosmetics and skincare products under the brand name, Bieber Beauty. The 'Drop The Mic' host also filed for trademarks for 'Hailey Bieber' and 'Hailey Baldwin' last year, registering the names for clothing brands. Bieber hasn't given any clues as to what the beauty and skincare line will entail. She previously revealed that her mother, Kennya Baldwin, instilled in her the importance of a good skincare regimen from an early age. Hailey Bieber, to 'W Magazine'