It’s roughly 11:30 PM, and you’re doing the "one last scroll." Suddenly, a face appears. No studio lighting. No heavy glam. Just a girl in her bathroom, skin looking like a glazed donut, whispering about a new lip tint. That's the Hailey Bieber TikTok experience in a nutshell. It feels intimate, kinda like a FaceTime call with a friend who happens to be a multi-millionaire supermodel.
But lately, things have been a bit messier than a simple skincare routine. If you’ve been on the app this week, you know exactly what I’m talking about. The "BBLU" era has hit a speed bump, and the legal teams are officially involved.
The Cease and Desist: What Actually Happened?
Just a few days ago, on January 10, 2026, the internet went into a full-blown meltdown. A rumor started swirling that Hailey had "reposted" a video from a creator named Julie Theis. This wasn't some cute outfit inspo video. Theis, who claims to have a background in psychology, had posted a scathing analysis of the Biebers' marriage. She used terms like "tolerant codependent" and "abusive," alleging that Hailey stays in the relationship in exchange for status.
Naturally, the screenshots of the supposed repost spread like wildfire. Hailey didn't wait long to shut it down. She took to her Instagram Stories, basically telling everyone to get a hobby. "I know you guys who live on the internet are really bored, but I didn't repost any video speaking on my relationship," she wrote.
But it didn't end with a Story.
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By January 15, news broke that Hailey and Justin had sent a formal cease-and-desist letter to Theis. Their attorney, Evan Spiegel, called the claims "outrageous, false, and defamatory." Theis hasn't backed down yet, though. She’s been posting about the legal notice, calling it an "elitist" move to silence her opinion. It's a high-stakes game of "he-said, she-said" that has completely taken over the Hailey Bieber TikTok search results.
Why We Can't Stop Watching
Despite the drama—or maybe because of it—Hailey remains the undisputed queen of the "Clean Girl" aesthetic. Honestly, she didn't just join TikTok; she redefined how celebrities use it. Most stars post highly produced trailers or stiff "day in the life" clips that feel like ads. Hailey does the opposite.
- The ASMR Factor: Have you noticed how quiet her videos are? The sound of a cap clicking, the squish of the Peptide Glazing Fluid. It’s soothing.
- The "Model Off-Duty" Uniform: She wears oversized hoodies and tiny gold hoops. It makes her feel reachable, even though her house probably costs more than a small island.
- The Rhode Integration: She doesn't just sell you a product; she shows you the "vibe." When she launched the Rhode lip case—the one that holds your lip treatment on the back of your phone—it wasn't a commercial. It was just a mirror selfie.
That mirror selfie launched a thousand ships. Or, well, a thousand copycat videos. Every creator on the app started posting their own version. That’s the "Hailey effect." She creates a blueprint, and the rest of the world follows it.
The 2016 Nostalgia Wave
We’re only two weeks into 2026, but the biggest trend on the app right now is... 2016? People are calling it the "New 2016." We’re talking flower crowns, Snapchat filters, and "Panda" by Desiigner.
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Hailey jumped on this perfectly. She posted a video lip-syncing to "I Want (Skr Skr)" by MadeinTYO, featuring her long-time friends Kendall Jenner and Justine Skye. She captioned it "BBLU 2016" (Bad Bitches Link Up). It was a masterclass in staying relevant. She leaned into the nostalgia that her core audience—mostly Gen Z and Millennials—is currently obsessed with.
The Math Behind the Glaze
Let’s look at the numbers, because they’re actually wild. As of mid-January 2026, Hailey has over 11.4 million followers on TikTok. Her engagement rate sits at roughly 4.5%. To put that in perspective, most big brands struggle to hit 1%.
People aren't just scrolling past her; they’re "locking in." They’re commenting on her "Strawberry Makeup" (which, let’s be real, is just pink blush and faux freckles, but we love it anyway) and asking for her exact hair routine. When she cut her hair into that blunt "Italian Bob," search volume for the style spiked by over 145%.
Misconceptions You Should Probably Ignore
- "She doesn't do the work": People love to say she's just a face. But if you look at the strategy behind Rhode, it’s genius. They focus on the "skin-first" philosophy. It’s about the skin barrier, not just covering up "flaws."
- "The drama is all PR": While some think the current legal battle with Julie Theis is a distraction, the intensity of the cease-and-desist suggests otherwise. This feels like a couple who is genuinely tired of the "marriage in crisis" narrative that has followed them since their 2018 wedding.
- "TikTok is her only platform": While she dominates there, she’s actually been pulling back slightly to focus on long-form content and her son, Jack Blues, who was born in late 2024.
What This Means for Your Feed
If you’re trying to grow your own presence or just want to understand why your "For You" page looks the way it does, look at the Hailey Bieber TikTok playbook.
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First: Lean into "Reali-Tea." In 2026, people are over the polished, "perfect" influencer look. They want the raw, unfiltered, slightly messy moments.
Second: Use nostalgia as a bridge. If you’re a creator, find a way to link current trends to things people loved 10 years ago. It’s an instant hit of dopamine for the viewer.
Third: Be consistent with your "uniform." Whether it's a specific way you film or a certain aesthetic, give people a reason to recognize you instantly.
Hailey’s success isn't just about being a Bieber. It’s about understanding the "Endless Scroll." She knows that to keep someone’s attention, you have to feel like a person, not a billboard. Even when the lawyers have to get involved, she’s still the one setting the trend for the next morning's skincare routine.
Next Steps to Elevate Your Social Presence:
- Focus on ASMR-style content: Try recording your next "Get Ready With Me" (GRWM) with a high-quality mic to capture those "crunchy" sounds of packaging and application.
- Audit your aesthetic: Is your feed too "perfect"? Try incorporating some lower-fidelity, "handheld" shots to build a sense of intimacy with your audience.
- Monitor the 2016 trend: Use the TikTok Creative Center to find which specific 2016 sounds are peaking this week to capitalize on the nostalgia wave before it burns out.