How Hailey Bieber turned a familiar face into a beauty brand

Hailey Bieber’s career had a substantial advertising chapter before Rhode. GUESS’s own records place her in its fall 2016 campaign; in 2018, Tommy Hilfiger listed her among its global womenswear ambassadors. Appearing in different brand worlds made her increasingly familiar, while bringing experience of working with styling, photography and beauty teams.

She later became closely associated with luminous makeup and glossy lips, a connection documented in Vogue’s 2025 profile. From an editorial perspective, these details make her image easy to participate in: readers can discuss a colour, texture or combination and try one element themselves. Personal style gains a life beyond a formal appearance.

In 2022, she launched Rhode. The brand brought skincare and everyday makeup into the same conversation, adding the experience of buying and using products to her audience’s relationship with her. A familiar name now corresponded to something tangible. An image could spark interest; a product would have to establish value through use.

A major business milestone followed on August 5, 2025, when e.l.f. Beauty completed its acquisition of Rhode for $800 million at closing, with up to $200 million more tied to future performance. The frequently cited billion-dollar figure describes the brand transaction’s terms, rather than her personal cash proceeds. Her career had become a subject for retail and business coverage too.

In February 2026, Vogue Business reported Rhode’s arrival at Mecca in Australia and New Zealand, alongside Bieber’s local appearances. Looking back, we see several connected sources of attention: advertising builds familiarity, style supplies conversation, and products invite a direct experience. What happens in each setting helps determine how much interest carries into the next.