Hailey Bieber is an American model, influencer, creative director and business woman – and she is making some intriguing moves.
She had began her modelling career back in 2014 with Ford Models, she has appeared in a variety of magazines like on the front cover of Vogue, worked for multiple designers and been involved and starred in massive brand campaigns like L’Oreal and Calvin Klein.
She is known to the world as being the ultimate ‘clean’ girl, with her nude tones of makeup, large bomber jackets, oversized blazers and sleek bun. She frequently incorporates elements like skinny sunglasses, sturdy loafers, and minimal accessories which makes the clean girl aesthetic look.
Her appearance is not the main part of her career, it was only the beginning, as the recent deal with Rhode demonstrated.
Rhode was founded in 2022 by the clean girl herself, with the brand title derived from her middle name of Rhode. This brand is mainly a skincare brand and it offers products such as lip balms, facial cleansers and lotions.
All these products are meant to help women and young girls feel beautiful in their natural self. Rhode products are certified cruelty-free, and its packaging uses PCR and FSC-certified materials.
Like Rhode, E.l.f beauty is also a high-quality, and cruelty-free makeup and skincare products which is commercially compatible with Rhode beauty, with Rhode having the same features when it comes to packaging and processing the products.
It was founded in 2004 by Joseph Shamah and Scott Vincent Borba. The brand has a wide product range, they supply makeup such as, blush, lip gloss, mascara and their most popular products are the power grip primer and e.l.f halo glow.
This brand aims to cater every aspect of makeup, emphasizing its diversity and making all their products approachable and usable for all.
This skincare brand, with its ethical appearance, has massive popularity due to Bieber using social media platforms like Tik Tok and Instagram and promoting the brand exhaustively. By doing this she has reported over $200 million in net sales for the year of 2025.
Last month, Bieber revealed on Instagram to her 55.1 million followers that she had struck a deal with e.l.f Beauty.
She said: “I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us to continue to grow the brand.“
This deal is acquired to be valued up to $1 billion (£740m) and Bieber still has her position as Chief Creative Officer and Head of Innovation for Rhode, but she now has a new position with e.l.f as a strategic advisor.
She added on Instagram: “I feel invigorated, excited and more ready than ever to step into an even bigger role as chief creative officer and head of innovation of Rhode as well as strategic advisor to e.l.f beauty.”
Bieber has not spoken about her deal with e.l.f since the Instagram post but there will likely be more to come from the model mogul on the rise.
Featured Image: Flickr – Creative Commons Licence
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