Did Hailey Bieber Just Start a Face Mask Trend With a Comb?

What Is Hailey Bieber’s New Face Mask Trend?

If Bieber was hoping to draw attention to her newish RHODE Caffeine Reset Sculpting Cream Mask, she was successful. Instead of a cutesy post-application glow pic, the entrepreneur revealed images of her applying the mask with a fine-tooth comb and rubbing it into her skin once the lines showed up on her face.

How The Internet Reacted to the Trend

The general consensus from online commentator accounts is that Bieber is a rage-baiting marketing genius. And honestly, we have to agree. Face masks are a dime a dozen, so to really stand out in someone’s mind, it takes a unique visual element. And not only that, but something so off the wall that people will start talking (for better or worse). 

“Fans are calling this the next trend,” said a reporter from the NoGood TikTok account, with videos in the background of users applying the technique. “But why? Last year Hailey Bieber went viral for eating sushi with the COSRX Advanced Snail Mucin Glass Glow Hydrogel Mask, and people went out of their way to not just buy sushi, but purchase that face mask. This feels like deja vu, because now she’s applying that same level of influence and power to her own product.”

The account notes that the move is a marketing must because the face mask is the least reviewed on the RHODE site, and least searched RHODE product on general websites. 

“That mask was getting buried, so what does she do?” the account continued. “She picks up a comb. The comb is the prop. An absurd one? Yes, but it creates curiosity. It’s easy to replicate and it gets people posting. And once people start posting about combing their own masks on, that becomes organic marketing driven by the people, not the brand … Everyone wants to become part of the RHODE universe, and the comb is just the entry point back to it.”

The Internet also pointed out that Bieber isn’t the first to display this look on a public platform. Apparently Harper’s Bazaar Arabia brought it to light in October 2025. 

Is the Technique Effective?

TikTok user @sxmiabegum posted a useful demonstration of the new technique, followed by the caption, “Combing my mask bcs (sic) @haileybieber makes it look so cool.”

Whether it’s a marketing ploy, social media moment, or actual beneficial technique, we don’t personally see a problem with putting it to the test. That said, we would only do it with a freshly cleaned comb, clean face, and no double-dipping into the jar.  

Final Thoughts

If there’s one thing Bieber and RHODE have, it’s a great marketing team. This technique checked all the boxes: product placement, visual component, viral capability, out-of-the-box thinking. We don’t think this is anything life-changing or necessarily long-lasting (hence trend, or microtrend for that matter), but it did the job it was meant to do, and it’s harmless. We can’t wait to see what Bieber comes up with next.