When Hailey Bieber graced the cover of Vogue France earlier this year, the spotlight should’ve been on her. But it wasn’t—at least not for the right reasons. In a moment that went viral, her husband, Justin Bieber, reportedly made a sarcastic remark about the shoot, leading fans to speculate that he wasn’t entirely supportive of her solo success.
Fast forward just weeks later, and Hailey is the one making headlines again—but this time, it’s for something far bigger: her beauty brand Rhode is reportedly being acquired by ELF Beauty in a deal valued at US$1.1 billion (approximately S$1.5 billion).
And just like that, Hailey didn’t need to defend herself. She didn’t post a Notes app message or clap back in an interview. She just let her billion-dollar brand do the talking.
Hailey Bieber launched Rhode in 2022 with a clear vision: clean, minimalist skincare that worked. Despite early skepticism from critics who called it “just another celebrity beauty line,” Rhode quickly became a Gen Z favourite, selling out multiple times and gaining cult status for products like the Peptide Lip Treatment and Glazing Milk. Hailey herself remained the face and creative force behind the brand, ensuring her voice—soft-spoken but certain—carried through in every campaign.
The ELF deal cements her not just as a founder, but a serious businesswoman. According to reports, Hailey will remain involved with the brand even after the acquisition, signalling that this isn’t a celebrity cash-out—it’s a strategic move to scale even further.
What makes this moment resonate isn’t just the billion-dollar number—it’s the contrast. From being side-eyed on her own cover shoot to standing at the helm of one of the year’s biggest beauty acquisitions, Hailey’s rise is a reminder that silence can be strength, and building something of your own is the best response to being underestimated—even by people close to you.
In a world that still often defines women by who they’re with, Hailey is showing the power of betting on yourself. And for every woman who’s ever been told she’s “just someone’s wife,” this story hits different.
After all, success may not be loud—but it’s always heard.
