Hailey Bieber mercilessly mocked after debuting new Rhode beauty 'belly chain' to hold lip gloss
But when she came out with the Rhode Lip Case in February - a phone case with a built-in holder for the lip tint and other lip gloss - fans swarmed to buy it.
It was innovative, smart and it cemented Hailey as not just another celebrity going into business without knowing what they were doing - she was a true beauty entrepreneur.
But a new launch in the Rhode line may have damaged those accolades.
Along with a new 'Lemontini' Peptide Lip Tint, Hailey debuted a Rhode Belly Chain - a waist chain meant to hold her lip tints - on her Instagram feed.
The chain was shown in a series of promotional photos of Hailey that included the starlet in a black tube top and matching shorts.
Hailey, 28, captioned the photo dump 'lemontini ballerini' followed by a lemon emoji and martini emoji.
But aside from the lip tint itself, fans focused their attention on the 'belly chain.'
Waist beads have origins in ancient Egypt and West Africa, while waist chains can be traced to the Indian subcontinent.
Many people, knowing this, claimed that Hailey's new product was a form of cultural appropriation.
Even aside from that, fans criticized the Rhode belly chain for being an unnecessary (and impractical) cash grab - and made less than complimentary comparisons.
'This and the phone case are stupid as f**k to be honest, at this point she's just trying to sell SUPER unnecessary things, consumerism at its max,' one X (formerly Twitter) user wrote.
'Why would any woman want to wear there lip tint around the waist like that?' another asked.
'The phone case was cute but she's milking this concept now,' one fan wrote.
'It looks like a tampon holder,' shared another.
'Celebrities are crazy. This is the most unnecessary thing ever,' added a fourth.
The new Lemontini Peptide Lip Tide was launched at $20, $2 more than other similar products
An hour after Hailey posted on her own personal Instagram, the official Rhode account posted a picture of the new lip tint with a caption explaining that the Lemontini Peptide Lip Tint would be the first with a new and improved formula.
'It was so important that we resolve the grainy feel that developed in some lip treats and tints over time,' the caption said.
'We took our time over the past two years by researching, experimenting, and testing to find a solution.'
'Our biggest upgrade was switching the Shea butter from a solid to a liquid form, ensuring it glides on smoothly and maintains a consistently even texture.
'Feels just like the original, with the same skincare benefits and a little more cushion and richness for a comfy application.'
The new color featured a $2 price increase from the company's usual price of $18.
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