Background and career
Hailey Rhode Bieber (née Baldwin; born November 22, 1996) is an American model, socialite, media personality, and businesswoman. She is the founder and chief creative officer (CCO) of the skincare brand Rhode, which was acquired by e.l.f. in a $1 billion deal. As a model, Bieber featured in campaigns for Guess, Ralph Lauren, and Tommy Hilfiger. In 2023, she was selected for the Forbes 30 under 30 list in the Art & Style category.
Bieber was born in Tucson, Arizona, on November 22, 1996. Her mother is Kennya Deodato, a Brazilian graphic designer also of Italian descent, while her father is actor Stephen Baldwin, the youngest of the Baldwin brothers. Bieber's maternal grandfather is the Brazilian musician Eumir Deodato. She was named after Halley's Comet.
The first modeling agency Bieber signed with was Ford Models, appearing in magazines such as Tatler, LOVE, V and i-D. Her first commercial campaign was for the clothing brand French Connection in the winter of 2014. In October 2014, Bieber made her runway debut walking for Topshop and French fashion designer Sonia Rykiel. In December 2014, she was involved in a photo session for Love magazine, which also produced a short movie shot by photographer Daniel Jackson and released on the magazine's official YouTube channel.
In January 2015, Bieber was photographed for American Vogue and in March for Teen Vogue. In April, she shot her first magazine cover for Jalouse magazine alongside male model Lucky Blue Smith. In the same month she was involved in two further cover-shoots, for the Dutch edition of L'Officiel and the American edition of Wonderland magazine and was also pictured in editorials for Miss Vogue and W magazines. In July 2015, she was featured in Ralph Lauren advertising alongside Australian singer Cody Simpson, and in October returned to the runway for Tommy Hilfiger and Philipp Plein.
In January 2016, Bieber appeared in a Ralph Lauren campaign and shot an editorial for the Korean edition of Vogue. After walking again for Tommy Hilfiger in February, Bieber featured in spring/summer campaigns for Philipp Plein and Tommy Hilfiger. In the same period she was also shot for Self magazine and filmed for a commercial of clothing brand H&M, which was released in the Coachella Music Festival period in April. In March 2016, Bieber signed a contract with high-profile New York modeling agency IMG Models and in May appeared on the cover of Marie Claire, who described her as a "fresh face". The American cover was also released as the July cover of the Dutch edition of Marie Claire. In June, Bieber walked for Moschino alongside high-profile supermodels such as Miranda Kerr, Alessandra Ambrosio, Jourdan Dunn and Chanel Iman and in the same month she also made her debut in advertising for Guess.
How Hailey Bieber makes money
In the fiscal year ended March 31, 2025, Rhode achieved $212 million in total sales. cosmetics announced its acquisition of Rhode for $1 billion. The deal consists of a $600 million cash payment, $200 million in shares of e.l.f.
