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…
