Hailey Bieber has been slaying the beauty game for quite some time now and I'd even go as far as to say that she's at the top of Hollywood biz-niz when it comes to social media. Just recently the model gave us not one, not two, but three (yes, three!) barefaced skincare and makeup routines on both TikTok and YouTube.
And not only that, but she's also been serving some incredible hair looks as of late, including a bubblegum pink bob, an ethereal plait, and some classic Y2K hair accessories in PDA pics with her husband, Justin. *Weeps in single*.
Now, Hails is back on her TikTok grind with a look that's transported us all the way back to our school days circa 1998. Oh baby, baby, how was I supposed to know that this look would have us doing a double-take... take a look below:
Yes, this is in fact Hailey Bieber and not Britney Spears in her 90s hit music video Baby One More Time.
All jokes aside, the model is repping Britney's iconic braided pigtails hairstyle (minus the fringe and pink hair accessories), and we're absolutely loving it. Hailey has put a more refined twist on the 'do, slicking back any flyaways and defining that perfect middle part. Our current favourite product for this look is the Andrew Fitzsimons Prism Shine Hair Spray Smoothing Mist, £7.33, used with a fine bristle brush.
andrew fitzsimons Andrew Fitzsimons Prism Shine Hair Spray Smoothing Mist, 150ml
Now, all we need is for Hailey to burst out into tune singing her own rendition of Baby One More Time and the resemblance would be uncanny...
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Lia Mappoura (she/her) is the Beauty Writer at Cosmopolitan UK, with over four years of experience reporting across the brand's print, social, video and digital platforms. Lia covers everything from emerging trend analysis to viral celebrity hair and makeup moments, making her an expert at spotting the season’s next big beauty look (before it takes over social media feeds).
In 2025, she was named The Rising Media Star at the Love Perfume Awards with The Perfume Shop, recognised for her outstanding digital fragrance content and for building genuine authority within the space. She is passionate about challenging outdated beauty stereotypes, championing inclusive representation in beauty, and educating readers on the trends, products and conversations shaping the industry today. Follow her on Instagram or find her on LinkedIn.
