Hailey Bieber wants to become a YouTube cooking star

Hailey Bieber may be a model and a media personality, but anyone who follows her on TikTok knows that food is one of her greatest passions. After experiencing viral success with several of her favorite recipes, Bieber is coming to YouTube with a new cooking web series called What’s In My Kitchen?

Bieber announced the new show via her Instagram Stories. In the process, she referenced several of her greatest hits, including a pizza toast video that has snagged a million likes on TikTok.  “So excited to introduce a brand new series on my channel, WHAT’S IN MY KITCHEN?” Bieber wrote. “This series is inspired by your response to me making the pizza toast, creamy Tuscan pasta, smoothies, and more.”

The pizza toast, which puts an upscale twist on a childhood favorite through the introduction of creamy burrata, is a good metaphor for Bieber’s culinary philosophy. In the first episode of her web series, she whips up a simple pancake recipe in her elegant home kitchen. She reminds viewers that “perfection isn’t real,” and she encourages her fans to add their own touches to their cooking.

“Disclaimer: I’m just a foodie that loves to cook, but I am NOT a professional chef,” Bieber wrote. “My recipes aren’t always going to be from scratch, be the healthiest, or always make sense! This is just my Hailey way of doing it!”

Bieber has only been active on YouTube since March 2021, but she has already brought 1.9 million subscribers to her personal hub. Many of her most-watched videos feature food. In her series Who’s In My Bathroom, she hangs out with celebs like Kendall Jenner and Addison Rae while whipping up favorites like sandwiches and mac and cheese.

Though she’s off to a hot start, Bieber has a ways to go before her YouTube audience eclipses her husband’s. Justin Bieber, who broke out on YouTube back when he was still known as kidrauhl, reaches more than 70 million subscribers.