Why Every Brand is Trying to Be Hailey Bieber Right Now — And Why That Might Be a Problem
Let’s call it what it is: We’re living in the Era of Hailey.
The slicked-back bun. The “glazed” everything. The oat milk color palette. If you’ve launched a brand in the past two years, chances are someone on your team has said:
“Can we make it feel... Hailey Bieber?”
And listen — we love a glossy queen. But when every brand starts cosplaying as Rhode, we’ve got ourselves a problem.
The Hailey Effect: Clean Girl Aesthetic, Dirty Little Secret
Hailey is the blueprint right now — or at least, that’s what Instagram would have you believe. Her brand, Rhode, nailed the soft minimal vibe that screams effortless luxury. Naturally, the brand world did what it always does:
Copy. Paste. Beige. Repeat.
Suddenly every brand looks like it’s been dipped in oat milk, styled by a Pilates instructor, and whispered into existence.
Here’s the Problem with Trying to Be “Clean”
It’s not just boring — it’s forgettable.
When everyone’s feeding the same “glazed donut but make it skincare” energy into the algorithm, we get content that looks pretty, but says nothing.
No edge.
No voice.
No reason to choose you over the 17 other brands in my saved folder.
And spoiler alert: If your brand could be mistaken for a moisturizer or a mushroom coffee, it’s time to spice it up.
Trendy ≠ Timeless
We’re not saying you can’t flirt with trends — we love a little cultural relevance. But let’s be clear: a vibe is not a brand.
Your audience is smart. They don’t just want aesthetics — they want substance. They want to know what you stand for, what makes you different, and why they should give a damn.
Following trends isn’t bad. But building your brand around them?
That’s like decorating a house you haven’t built yet.
So What Should You Do?
Here’s the Lottie Social House cheat sheet:
1. Strategy first.
Before you choose your beige, know your why. Brand identity > trendy identity.
2. Trend with a twist.
You can channel clean-girl energy without becoming a clone. Add grit. Add humor. Add YOU.
3. Embrace your weird.
Every brand has quirks. The ones that own them? They stand out. (And sell out.)
4. Say something.
Even soft aesthetics can have sharp messaging. Don’t whisper when you’ve got something to shout.
TL;DR? Don’t Just Glaze. Amaze.
It’s cool to take notes from Hailey. It’s not cool to become an off-brand Rhode knockoff.
Be the brand that starts the trend, not the one chasing it six months late with lowercase captions and a blurry mirror selfie.
Ready to stop blending in and start breaking through?
Book a consult with Lottie Social House.
We’ll help you build a brand with backbone — and maybe even get you to that drink-in-hand, beach-mode life while we’re at it.