We’ve all carried phones in awkward places—or even tucked a gloss in our bra for a quick pop. But Hailey Bieber just flipped the script: this time, it’s a lip tint dangling from her waist.
Picture this: rolled-up event in Mallorca, summer sun blazing, Hailey—bikini-clad in custom yellow-and-white Pucci—strutting the beach with her new limited-edition Rhode Peptide Lip Tint in “Lemontini,” a shimmery, sheer gold gloss scented like a lemon cocktail. That alone would’ve been enough. But then—waist sees the chain.
Yes, a gold “Rhode” belly chain carrying a mini mesh pouch, sized exactly for her lip tint. The internet went wild: some fans were starry-eyed (“Need that belly chainnnnn!”). Others joked it looked like a “bedazzled tampon holder.” Meanwhile, cultural critics in India and Black communities flagged concerns over the appropriation of traditional waist chains. But Hailey didn’t back down about her aesthetic vision—this is “lemon,” not butter yellow—firmly staking her summer color turf
Even more, the chain taps into Rhode’s growing persona: out-of-the-box product holders. She’s already redefined the lip gloss phone case and mirror suction Glazing Mist. Now, a belly chain? It’s part charm, part guerrilla marketing—and entirely Y2K-esque.
This isn’t just a party accessory—it’s a statement. Hailey’s belly chain distills modern beauty’s three power moves: niche aesthetic, viral hook, and fashion-meets-function. It spoofs a trend, sparks outrage, and still makes us want one—exactly what viral meta-moment marketing looks like.
Fashion and beauty have blurred into branding playgrounds where silly accessories become cultural signifiers. The belly chain might never hit shelves—but that doesn’t matter. It got us talking, tagging, debating, and clicking. And in a world where attention is the new prime real estate, Hailey just built a billboard on her waist.
