Online criticism has erupted around Hailey Bieber, the celebrity behind beauty brand Rhode, after she claimed she is "not interested in overconsumption."
She made the remark while explaining the brand's approach to beauty, and it immediately drew pushback.
Here's what to know
An Instagram post from sustainability-focused brand Zero Waste Store (@zerowastestore) showed footage of that claim.
In the clip, Bieber said: "I really am not interested in overconsumption. I think the beauty space is very, very filled as it is. And the whole ethos of Rhode from the beginning was this idea of one of each thing done really well."
Zero Waste Store used the caption to contrast it with Rhode's business model. It argued that the brand promotes overconsumption "through its lip gloss iPhone cases, limited edition products, and endless variations of lip balm."
One person wrote, "Her whole brand is overconsumption. Like a phone case with a lip gloss holder? In no world is that needed."
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The discussion also turned to celebrity labels that speak about moderation while using novelty, collectibility, and frequent product turnover to spur purchases.
More background
At the center of the criticism was what commenters saw as a mismatch between Rhode's minimalist self-description and the products that helped make it popular. They pointed back to a strategy built on constant newness.
One commenter wrote, "Girl releases new shades of her lip treatments every season."
Others said seasonal color updates can nudge shoppers toward buying another version of something they already have.
Some criticism centered separately on packaging. One commenter noted, "Even the PR packages she sends out are too much packaging for 1 single product."
For those users, the issue included the plastic, add-ons, and shipping waste that can accompany beauty promotions.
Several comments also treated sustainability messaging with skepticism, arguing that it rings hollow when the business still relies on impulse purchases and disposal. Bieber herself drew criticism, too.
"She never repeats an outfit, if that's not overconsumption, I don't know what overconsumption is," a commenter wrote.
What can be done?
Another recurring complaint in the post was Rhode's use of extras meant to make launches feel special. Commenters argued those touches can create excitement or urgency around purchases people do not need.
Although Bieber described Rhode's ethos as "one of each thing done really well," commenters measured that claim against the brand's product cadence and design decisions. If someone is buying one of everything and that range of products keeps expanding, it can easily result in overconsumption.
"When I think of beauty overconsumption, she is quite literally one of the first brands I think of," a commenter concluded.
Where can I learn more?
The criticism of Rhode taps into a wider debate over how beauty and influencer culture can fuel overbuying.
• On Reddit, an influencer's lipstick collection sparked debate over manipulation and beauty hoarding.
• A Sephora shopper's monthly makeup haul drew backlash over waste and excess spending.
• In a beauty aisle, a lip gloss holder cellphone case drew outrage as needless clutter.
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