Celebrities have been launching their own beauty brands all over the show lately, from Rihanna’s Fenty to Ariana Grande’s Thank U, Next, and now Hailey Bieber has jumped on the beauty bandwagon. The Bieber’s have certainly been busy over the last few weeks as Justin has announced that he will be making a music comeback this Friday, while Hailey took a trip to the U.S. Patent and Trademark Office on April 10th to officially start the process of trademarking ‘Bieber Beauty’. It certainly is exciting times for fans of the Biebers!

Hailey Bieber’s makeup style

Hailey Bieber is a clean beauty ambassador for BareMinerals, so she may follow in the same footsteps as the brand but under her own name, assuming her company plans to sell makeup. All that’s been revealed so far is that Bieber Beauty is expected to sell “beauty and cosmetic products”, according to the U.S. Patent and Trademark Office. Hailey’s makeup artist, Vincent Oquendo, says that she is “very, very adventurous” with her makeup and loves to experiment. He went on to say, “when she calls me, it’s when she wants to try something, when she’s feeling adventurous, when she wants to push the boundaries a little bit. … I can’t think of a time she’s pushed back and said ‘no’ when I’ve suggested trying something new.” So, it’s possible that she’ll launch makeup that lets people push the boundaries themselves, such as bold colored lipsticks and eyeshadows.

Will Hailey Bieber Try To Compete With BareMinerals?

Hailey Bieber does have an ongoing deal with BareMinerals, so there’s some speculation that she may not try to compete with them in order to keep her deal, and instead is planning to branch out down a different beauty avenue. One option is fragrance, which Justin Bieber has already had success with so he may be able to advise his wife following the release of his four fragrances. His debut fragrance, Someday,broke records at Macy’s when it became the best-selling celebrity fragrance ever and the best-selling new women’s fragrance of any kind purchased in 2011. With Justin behind her, having success with her own line of fragrance could come easily to Hailey.

Bieber Beauty skin care range

If Hailey doesn’t launch her own makeup or fragrance lines, the other option is that she will design a skincare range. Despite being known for her flawless skin, she’s been outspoken about her acne in the past. Hailey claimed that her birth control had made her skin condition worse, something that not many celebrities openly talk about. She may use it as an opportunity to launch a skincare range targeting various conditions, including acne. Alternatively, she may take Bieber Beauty down several different routes and explore more than just one option, so fans may end up with a mix of fragrances, makeup and skincare products.

Everything is undeniably vague right now, but there’s definitely a beauty and cosmetic brand in the pipeline for Hailey Bieber. There’s no telling how long of a wait there is for her fans, but there’s sure to be updates, sneak peaks and reveals lined up over the coming months on social media.