Hailey Bieber

Hailey Bieber (born Hailey Rhode Baldwin, November 22, 1996) is an American model, entrepreneur, and the creative force behind Rhode, the skincare brand that became a sensation in the global beauty industry before its historic $1 billion acquisition by e.l.f. Beauty in 2025.

Early Career and Founding Vision

Growing up in a Hollywood family, Bieber was exposed to fashion and beauty from a young age, modeling for Guess, Ralph Lauren, and Tommy Hilfiger in her teens. Her success as a model, combined with a lifelong love for skincare (she struggled with perioral dermatitis and sensitive skin), set the stage for her entrepreneurial leap.

Bieber began conceptualizing a beauty line in 2019, though an early attempt to trademark “Bieber Beauty” was blocked. She pivoted to launch a skincare brand using her middle name—Rhode—reflecting a minimalist, essentialist philosophy.

Brand Launch and Product Innovation

Rhode officially launched online in June 2022 with just three products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. Bieber emphasized hands-on product development, working closely with cosmetic chemists and routinely featuring development updates and transparent ingredient breakdowns across her highly engaged Instagram and TikTok accounts.

All Rhode products were developed to be clean, effective, and accessible—a “one of everything really good™” approach—and positioned at prices below many celebrity competitors. Minimal, refillable packaging and a focus on sensitive skin quickly earned a strong Gen Z and Millennial following.

Achievements and Global Rise

• Immediate Sellout Success: Rhode’s debut stock sold out within hours; the Peptide Glazing Fluid became a viral favorite, the brand amassing waitlists and top ranking at Sephora before its global store rollout. 
• Earned Media and Social Buzz: By 2024, Rhode was the #1 skincare brand in Earned Media Value, with a 367% YoY increase—reflecting the explosive viral presence and cult status in part due to Bieber’s “skin glazing” tutorials and user-generated content. 
• Philanthropy: Bieber launched the Rhode Futures Foundation, committing at least 1% of sales annually to support women and girls overcoming barriers in education and work.

Acquisition by e.l.f. Beauty

In May 2025, e.l.f. Beauty signed a definitive agreement to acquire Rhode for $1 billion—comprising $800 million at closing (cash and stock) and up to $200 million in earn-out payments tied to future growth.

Bieber remains deeply involved as Founder, Chief Creative Officer, and Head of Innovation, overseeing creative, new product development, and marketing, while acting as a strategic advisor for the combined group.

Rhode reported over $212 million in net sales in the 12 months through March 2025 and announced plans to launch in physical Sephora stores across the US and UK, accelerating its retail expansion.

Brand, Innovation, and Legacy

• Minimalist Disruptor: Rhode disrupted a crowded celebrity category by focusing on essential formulas and user experience rather than “celebrity-led overconsumption.” 
• Marketing Genius: Limited product drops, frequent restocks, and strong influencer partnerships created a sense of exclusivity and hype for every launch. 
• Awards & Influence: Rhode’s Peptide Lip Treatment won “Skin Essential” at Elle’s 2024 Future of Beauty Awards. Bieber has appeared on multiple magazine covers, credited with reshaping the celebrity skincare playbook.

Table: Milestones & Achievements

Hailey Bieber’s hands-on approach, authentic vision, and disruptive simplicity have transformed Rhode into one of the beauty industry’s most sought-after and influential skincare brands—cementing her role as a new generation beauty founder.