Hailey Baldwin’s ModelCo Cosmetics Collection Now on Sale, Justin Bieber Ex’s Beauty Collaboration Launches

Hailey Baldwin’s ModelCo Cosmetics Collection Now on Sale, Justin Bieber Ex's Beauty Collaboration Launches
(Photo by Jamie McCarthy/Getty Images)

Justin Bieber’s ex, Hailey Baldwin, teamed up for a beauty collaboration with Australian beauty brand ModelCo Cosmetics, and the line has finally launched!

Baldwin’s ModelCo Cosmetics collection, which includes highlighter and lip gloss, is officially available for sale as of Monday, Nov. 21.

Hailey Baldwin’s makeup line also includes a cat-eye eyeliner kit, lip balm, and a moisturizing, oil-free beauty balm. Keep on reading to find out what other products the line includes.

The celebrity teased her makeup limited-edition collection on Instagram (@haileybaldwin) a month before its launch and showed off one of her products–the highlight that left her cheeks with a dewy glow: “wearing my new highlighter coming out soon with @modelco_cosmetics ? Sign up for #TheBeautySquad at modelcocosmetics.com ?,” she wrote in the photo’s caption at the time. The IMG model refers to her fans and fellow makeup lovers as The Beauty Squad.

After leaving fans and followers in anticipation, the model released the full line of products which include: Kiss Pot Rose Lip Balm $26, Filter Cream Contour & Glow $45, Filter Powder $45, Feline Kit $32, On-The-Glow Cream Highlighter (Spotlight, Rose Glow, and Bronze) $36, Glow Beauty Balm $49, Coconut Luxe Natural Beauty Oil $20, Volume Lash Mascara $29, Perfect Brows (Light/Medium, and Medium/Dark) $29, Perfect Pout Semi-Matte Lipstick (Bae, Betty B, Bossa Nova, Bondi, and Bendo) $20, and Super Lips Long-Lasting Lip Lacquer (Bewitched, Billow, Baby, and Beige) $20.

Fans were clearly excited for Baldwin’s new makeup line—the line sold out overnight during the pre-release! Her followers couldn’t wait another second to get their hands on her beauty products and it’s no wonder. The products look great from the packaging to how they look on skin! Many fans went on Instagram with hashtags to share their looks using Baldwin’s makeup. ModelCo Cosmetics’ Instagram account teased fans with photos of swatches, completed looks of Baldwin herself, and close-up snapshots of the products displayed on a hot pink background.

??? this is crazy!!!!! @modelco_cosmetics HB for ModelCo ??

A photo posted by Hailey Baldwin (@haileybaldwin) on

The model herself was shocked, taking to the ‘gram and thanking her fans. It looks like the line will continue to be successful thanks to the marketing strategies of social media!


Moorhouse, V. “Hailey Baldwin’s Modelco. Beauty Collaboration Is Finally Here,” In Style web site, November 14, 2016; http://www.instyle.com/beauty/makeup/hailey-baldwins-modelco-beauty-collaboration-products#1567768, last accessed November 21, 2016.

“Hailey Baldwin for Modelco,” Model Co web site, https://www.modelcocosmetics.com/shop/hailey-baldwin-for-modelco, last accessed November 21, 2016.

Uribe, L. “Hailey Baldwin’s makeup collab with Modelco is already sold out,” Hello Giggles web site, November 8, 2016; http://hellogiggles.com/hailey-baldwins-makeup-collab-with-modelco-already-sold-out/, last accessed November 21, 2016.