From runway model to a billion-dollar skincare empire
In short: Hailey Bieber’s career trajectory is a masterclass in brand evolution. After years of walking for iconic fashion houses, she transitioned from the catwalk to the boardroom, culminating in a massive acquisition that redefined her status in the global beauty industry.
Before becoming a business mogul, Bieber established herself through a prolific modeling career. Starting with Ford Models, she appeared in prestigious publications like V, i-D, and Tatler. By 2014, she was making her runway debut for designers such as Sonia Rykiel and walking for major brands including Tommy Hilfiger and Ralph Lauren. Her presence in the industry was cemented by high-profile campaigns for Guess and UGG, and she even shared the runway with supermodels like Miranda Kerr and Alessandra Ambrosio.
The most significant shift in her professional life came with the launch of Rhode on June 15, 2022. Named after her middle name, the skincare brand achieved remarkable financial success, reaching $212 million in total sales for the fiscal year ending March 31, 2025. This rapid growth caught the attention of industry giants, leading to a transformative deal with e.l.f. cosmetics.
On May 28, e.l.f. announced its acquisition of Rhode in a deal valued at $1 billion. The complex transaction includes a $600 million cash payment, $200 million in e.l.f. stock for existing equity holders, and a further $200 million earn-out contingent on meeting specific performance targets over three years. Despite the acquisition, Bieber will remain a central figure in the brand, serving as chief creative officer and head of innovation, while also acting as a strategic advisor to both companies.
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- Summary by Intellect · source: Hailey Bieber
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