Hailey Bieber is a billionaire now, and she has enough money to create little accessories for all of her new product-launch announcements. As she should! After the genius that was the Rhode silicone phone case, Bieber is back with another invention: a gold waist chain with a mesh bag attachment to hold her newest lip peptide flavor. Fun? Sure. Functional? I think not.
The main question I have: Who is this for? In what world does the average beachgoer want a tube of lip gloss to rub against their sweaty, sandy, sunscreen-y body? Obviously, whoever wears this is not interested in laying out in the sun all day (imagine the tan lines). Some commenters pointed out that they mistook Bieber’s new invention for a feminine-product holder. “Why did I think that was a bedazzled tampon for a second 😭,” one wrote on her post. The chain could probably be a convenient place to store a spare Playtex, or even a tasteful bullet vibrator.
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To demonstrate how we should be using the waist chain, Bieber posed with it for a photoshoot announcing the brand’s limited-edition Peptide Lip Tint in “Lemontini,” which is described as a “shimmery, sheer gold gloss that smells like a sweet, citrusy lemon cocktail.”
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In all fairness, Bieber is actually pretty good at making vessels for her products. She designed a compelling holder for her Glazing Mist that suctions onto bathroom mirrors. (That one seems to have just been made for influencer PR boxes and Bieber herself.) Her lip-balm-friendly phone case became a viral sensation. (That one can be purchased online for $38.) Unfortunately — if Bieber decides to release it to the masses — I foresee the girlies loving this. Something tells me every beach in L.A. will soon be littered with Rhode waist-chain wearers waiting for someone to ask them, “Oh my God, where did you get that?!”
