"The lip combo vibe I’m feeling for fall," Bieber wrote in the caption.
She then doubled down the next day with a second TikTok showing off the same look with the caption: "Ready for all the fall things including brownie glazed lips."
The name of the look appeared to be a nod to the 'glazed donut aesthetic' of her skincare line, Rhode Skin, which now offers lip care.
The viral video, which has now been viewed over three million times, is chock-full of comments calling the model out for claiming a look used by women of colour.
One user said: "'90s LATINA LIPS. Love that you took inspiration from them."
A second commented: "My mom, tias and primas have been rocking that look since the '90s."
A third added: "This was chola lipstick in the '90s."
Another person joked: "Y’all she's gonna tat her brows on next."
The #brownieglazedlips hashtag now has over 3.6 million views on the video app, with most roasting the model for trying to reinvent the look as her own.
Others have started to make their own videos in response, with makeup guru Iris Beilin throwing some shade into the mix.
She said sarcastically: "Wow! I have never seen something like this!"
Criticism by Black and Latina women has now spilled over to Twitter.
One user said: "Hailey Bieber claims she 'created' a new lip look called Brownie Glazed lips, which is brown liner and gloss. Black and brown women are calling out the cultural appropriation because we’ve been rocking this look for decades. Here I am in the 90s and 2010s wearing her lip 'creation'."
Absolutely tf not. pic.twitter.com/olSTUyBa2W— little miss “she never misses!” (@tajiareed) September 24, 2022
Another added: "[We were] getting called cholas (in a derogatory way) and nacas by white rich women only for them to copy it later."
Others went for the jugular, accusing Bieber's wife of blackfishing, a term used for people who pick and choose parts of being black, without facing discrimination.
One person said: 'Blackfishing is nothing new for Mrs Hailey Bieber, when people call her out for faking her tan or looking too dark (almost black) she always plays the I am Brazilian card, even when she comes from a 100 per cent white family."
UNILAD has reached out to Hailey Bieber's representatives, as well as Rhode Skin, for comment.
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