What Was Bella Hadid Doing at Ulta's Headquarters?

All signs point to a brand in the making.

Close-up of Bella Hadid as she walks the runway.
(Image credit: Getty Images)

Bella Hadid has something up her very stylish sleeve, with all signs pointing to a beauty line (or partnership, at the very least).

Yesterday, February 8, the 27-year-old posted a series of Instagram photos taken at Ulta's headquarters in Chicago. In the images, she posed by the beauty store's logo, offering a big thumbs up in photo number one and a knowing glance in photo number two. In the final image, she rubs her hands together in way that could leave followers to believe she's carefully plotting her entry into the beauty space.

A post shared by Bella 🦋

A photo posted by bellahadid on

"Sooo exciting," commented the model's mom, Yolanda Hadid, on the post alongside a heart emoji. "What does this mean!!!! the audience neeeeeds to know!!!!" a fan reacted. "If you drop a makeup line I’m going bankrupt," added another.

So, what do we know? Hadid has made quiet moves suggesting her interest in a beauty mogul era. In mid-2020, the model put in a trademark request for her name with the United States Patent and Trademark Office. The application fell under the blanket of cosmetics, with makeup, makeup kits, makeup remover, nail care, fragrance, and body care included. The trademark was most recently granted an extension on January 8 and is marked ITU, meaning that there's an intent to use it.

Bella Hadid hits the streets with Ulta shopping bags in New York.

The new It bag: an Ulta bag. Bella Hadid and her many beauty purchases hit the streets of New York in late December.

(Image credit: Getty Images)

Another fact: In December, Bella was spotted shopping at Ulta on the Upper East Side. While we credited the appearance as a simple holiday haul at the time, it's seeming as though there could be more to the photos than meets the eye.

So, Bella, are you willing to let us in on your secret? I won't press checkout on my Ulta cart yet, just in case.

Sophia Vilensky
Freelance Writer

Sophia Vilensky is a Freelance Beauty Writer at Marie Claire with a beauty, wellness, and entertainment journalism portfolio that includes contributions to Byrdie, Bravo, Teen Vogue, and Us Weekly. Growing up in a family of beauticians—and through her own personal studies—she developed an in-depth understanding of aesthetics, cosmetic product formulation, and beauty treatment development and has also held roles as a senior copywriter, content strategist, and proofreader for top beauty and wellness brands. Even so, you'd be hard pressed to find her with her hair and makeup actually done. Sophia is based in Minneapolis and is a 2019 graduate of the University of Minnesota, where she majored in English and minored in cinema studies. During her time at the university, she was the Arts & Entertainment Editor for the Minnesota Daily, earning the 2019 Editor of the Year award for her work. She connected deeply with the Twin Cities arts scene, collaborating with leading beauty professionals, designers, and artists. Graduating Summa Cum Laude, her thesis—a close-reading of Vanderpump Rules—was featured on NPR. When not immersed in writing or testing new products, Sophia enjoys watching reality TV, reading, and exploring the newest woo-woo wellness trends. Keep up with her on Instagram @sophiavilensky.