Hailey Rhode Bieber stands as a prominent figure in today’s cultural landscape, a testament to evolving celebrity in the digital age. Far from being merely a model or a socialite, her journey has blossomed into that of a formidable creative director and businesswoman, influencing trends from fashion to beauty.
Her narrative extends beyond the glamorous campaigns and red carpets, delving into a strategic build-up of influence that now positions her as a significant force in the beauty industry. This article offers an in-depth exploration of the trajectory that has seen Hailey Bieber transform from a nascent model into a recognized mogul and a powerful public figure, constantly navigating the spotlight.
We will unpack the various facets of her career and personal life, revealing the dedication and vision that have underpinned her rise. From her earliest steps into the fashion world to the creation of her highly successful skincare brand, Rhode, Bieber’s story is one of relentless growth and adaptability, resonating deeply with a global audience.
1. **Early Life and Family Roots**Hailey Rhode Bieber, born on November 22, 1996, in Tucson, Arizona, carries a lineage rich in artistic and entertainment heritage. She is the daughter of graphic designer Kennya Deodato and actor Stephen Baldwin, the youngest of the renowned Baldwin brothers. Her maternal grandfather, Eumir Deodato, is a celebrated Brazilian musician, adding to her diverse background.
Notably, Bieber was named after Halley’s Comet, a celestial inspiration that perhaps subtly foretold her own bright trajectory. She was primarily raised in Nyack, a suburb located north of New York City, alongside her older sister, Alaia. Her parents, Kennya and Stephen, instilled strong values, with their deep devotion to Christianity shaping the household as their daughters grew up.
During her childhood, Bieber attended a Waldorf school for several years, an educational environment that emphasized creativity and hands-on learning, before transitioning to homeschooling. Her mother, Kennya, was an early proponent of what is now called ‘wellness,’ focusing on organic ingredients, emollients, lymphatic massage, and sun protection—principles deeply ingrained in Hailey from a young age. Her father, Stephen, who navigated a period of substance abuse in the 1980s, underscored the importance of self-control. Before embarking on her highly successful modeling career, Bieber harbored an aspiration to become a professional classical ballet dancer, a path that ended due to a foot injury. In addition to English, she also speaks some Portuguese, reflecting her maternal Brazilian heritage.
2. **Foundations in Modeling: Early Campaigns and Runway Debuts**Hailey Bieber’s entry into the modeling world began with her signing with Ford Models, a significant first step that opened doors to various opportunities. Early in her career, she appeared in several prestigious fashion publications, including Tatler, LOVE, V, and i-D magazines, showcasing her nascent potential in the industry.
Her professional journey truly commenced with her first commercial campaign in the winter of 2014, for the clothing brand French Connection. This marked her initial foray into mainstream advertising, quickly followed by her runway debut in October 2014, where she walked for established names such as Topshop and the esteemed French fashion designer Sonia Rykiel. These early engagements laid the groundwork for her increasing visibility.
Towards the end of 2014, Bieber was involved in a notable photo session for Love magazine, which culminated in a short film directed by photographer Daniel Jackson. This film was subsequently released on the magazine’s official YouTube channel, further elevating her profile beyond traditional print media and demonstrating her versatility in visual storytelling.
3. **Rising Through the Ranks: High-Profile Campaigns and Magazine Covers**Hailey Bieber’s career quickly gained momentum, leading to her presence in prestigious fashion magazines. In January 2015, she was photographed for American Vogue, followed by Teen Vogue in March. April 2015 marked a pivotal moment as she shot her first magazine cover for Jalouse, and appeared on covers for L’Officiel Netherlands and Wonderland magazine. She was also featured in editorials for Miss Vogue and W magazines, establishing her as a rising face.
Her visibility continued to grow with significant advertising campaigns, including Ralph Lauren in July 2015 alongside Cody Simpson. She returned to the runway for Tommy Hilfiger and Philipp Plein that October. January 2016 brought another Ralph Lauren campaign and an editorial for Korean Vogue, solidifying her international appeal. After walking for Tommy Hilfiger again in February, Bieber was featured in spring/summer campaigns for both Philipp Plein and Tommy Hilfiger, demonstrating her increasing demand across high-profile brands.
A major career milestone occurred in March 2016, when Bieber signed with IMG Models, a top New York agency. Her status was further highlighted in May when she appeared on the cover of Marie Claire, described as a “fresh face.” June saw her walk for Moschino alongside supermodels like Miranda Kerr and Alessandra Ambrosio, and debut in Guess advertising. Throughout 2016, she also featured in UGG and Karl Lagerfeld campaigns, graced editorials in Glamour and Italian Vogue, and dominated New York, London, Milan, and Paris Fashion Weeks for brands including Tommy Hilfiger, Dolce & Gabbana, and Elie Saab. By 2019, Bieber solidified her mainstream appeal, becoming the face of Levi Jeans.
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4. **Expanding Horizons: Hosting and Entertainment Ventures**Beyond her successful modeling, Hailey Bieber branched into various entertainment roles, showcasing her versatility. At age nine, she appeared in the 2005 documentary “Livin It: Unusual Suspects,” followed by a 2009 appearance on “Saturday Night Live” with her uncle Alec Baldwin, hinting at her early comfort on screen. Her involvement in music videos began in 2011 as Cody Simpson’s love interest in “On My Mind,” and later in 2016, she had a role in Baptiste Giabiconi’s “Love to Love You Baby.” More recently, she featured as herself in “10,000 Hours” (2019), “Stuck with U” (2020), and “PopStar” (2020), all alongside Justin Bieber or involving him.
Hailey also embraced hosting, commencing on October 25, 2015, by revealing winners at the MTV Europe Music Awards in Milan. In June 2016, she co-hosted with Gigi Hadid at the iHeartRadio Much Music Video Awards in Toronto, announcing Shawn Mendes’ live exhibition. These engagements showcased her growing ability to command a live audience and interact with other prominent figures in entertainment.
Her most significant hosting role began on May 2, 2017, when she co-hosted the TBS show “Drop the Mic” with rapper Method Man, featuring celebrities in rap battles for two seasons. She also appeared in the 2018 iHeartRadio Music Awards Special, the documentary film “The American Meme” (2018), had a cameo in the TV series “Dave” (2021), and featured in the “A Very Demi Holiday Special” in 2023. These diverse ventures broadened her public profile, extending her reach beyond the fashion industry.
5. **The Strategic Evolution of Personal Branding and Collaborations**Recognizing her growing influence and unique position, Hailey Bieber strategically expanded into personal branding and collaborations, transforming her name into a commercial asset. In 2016, she announced a collaboration with the clothing brand The Daily Edited, promoting a handbag capsule collection prominently labeled as #theHAILEYedited collection. This venture showcased her ability to co-create and endorse products that resonated with her personal style and audience.
In the same year, Bieber unveiled another significant collaboration with the UK footwear brand Public Desire, utilizing the hashtag #PDxHB to promote the partnership. This move underscored her appeal across different fashion segments. Further demonstrating her entrepreneurial spirit, she also announced plans to launch her own make-up collection, which was to be produced by the Australian brand ModelCo, indicating a clear ambition to enter the beauty market well before Rhode’s inception.
A pivotal step in solidifying her personal brand came in 2018, when Hailey Bieber successfully applied for and received a trademark on her name, “Hailey Bieber,” for commercial purposes. This strategic move ensured control over her identity and its use in various business ventures, a testament to her foresight in managing her burgeoning career beyond modeling.
6. **The Visionary Behind Rhode: From Concept to Skincare Empire**Hailey Bieber’s venture into the skincare industry with Rhode was a deeply personal project, conceived during the COVID-19 pandemic. She named the brand after her middle name, Rhode, a family name from her mother’s side. This choice served as a direct tribute to the ‘wellness’ principles, like organic ingredients and sun protection, instilled by her mother from an early age, forming the authentic foundation of the brand.
Rhode was designed as a direct-to-consumer brand, focusing on clean, basic formulas in attractive, minimalist packaging offered at a decent price. Bieber’s extensive experience with makeup artists and estheticians taught her that effective skincare routines don’t need to be complex. Her philosophy, “it doesn’t take much for you to have a good routine, and it doesn’t take much for skin care to be great,” became central to Rhode’s mission, resonating with consumers seeking simplicity and efficacy.
Lauren Ratner, Rhode’s president, credits Hailey’s authenticity as the “number-one reason for Rhode’s success,” noting that “the consumer is really smart, and really understands authenticity.” This genuine connection has fueled Rhode’s impressive expansion. Reports from Reuters and Business of Fashion in April indicated that Bieber was exploring a sale, with the brand potentially valued at over $1 billion, a clear indicator of its significant market impact and growth within a short period.
The success of Rhode has fundamentally shifted Bieber’s public persona, elevating her from being recognized primarily as Justin Bieber’s wife to a formidable figure in her own right—a serious entrepreneur and a “beauty industry force.” She expressed her surprise at the brand’s trajectory, admitting, “In my wildest dreams, it’s already gone beyond what I would’ve hoped for.” This elevation was particularly notable when Justin Bieber paused his music career in 2022; Rhode’s continued prominence kept them in the public eye, with Justin often supporting her at brand events, effectively making him, in some ways, her “supporting act.” Rhode’s upcoming partnership with Sephora, launching in the US, Canada, and the UK, further cements its growing global footprint.
