Who is Hailey Bieber? She is an American model and businesswoman, the founder of the beauty brand Rhode and the wife of the singer Justin Bieber. Born Hailey Rhode Baldwin on November 22, 1996, in Tucson, Arizona, she comes from the famous Baldwin acting family, and in 2025 she sold Rhode to e.l.f. Beauty in a deal worth about one billion dollars.
In this profile we explain who Hailey Bieber is: her family background, her modelling career, her long history with Justin Bieber, how she built Rhode and what she is working on in 2026.
Hailey Bieber at a glance
| Fact | Details |
|---|---|
| Birth name | Hailey Rhode Baldwin |
| Born | November 22, 1996, Tucson, Arizona |
| Job | Model, founder and chief creative officer of Rhode |
| Husband | Justin Bieber (married September 2018) |
| Father | Stephen Baldwin, actor |
| Famous uncle | Alec Baldwin, actor |
| Children | One son, born in 2024 |
| Zodiac sign | Sagittarius |
A famous family
Hailey was born into one of Hollywood’s best-known families. Her father, Stephen Baldwin, is the youngest of the four Baldwin brothers, who all became actors: Alec, Daniel, William and Stephen. Her mother, Kennya Baldwin, is a graphic designer from Brazil, and her maternal grandfather is the Brazilian musician and producer Eumir Deodato.
She grew up mostly in upstate New York with her older sister, Alaia Baldwin, who also worked as a model. As a child Hailey trained seriously in ballet and dreamed of becoming a professional dancer, but an injury in her teens pushed her towards modelling instead.
The Baldwin family
| Name | Relation to Hailey | Known for |
|---|---|---|
| Stephen Baldwin | Father | Actor in The Usual Suspects |
| Kennya Baldwin | Mother | Graphic designer |
| Alaia Baldwin | Sister | Model |
| Alec Baldwin | Uncle | Actor in 30 Rock |
| Daniel Baldwin | Uncle | Actor |
| William Baldwin | Uncle | Actor in Backdraft |
| Eumir Deodato | Grandfather | Brazilian musician and producer |
Modelling career
Hailey signed with Ford Models in 2014, when she was 17, and later moved to IMG Models. She quickly began working with major fashion houses and brands, walking runways and appearing in campaigns and on magazine covers around the world.
- Campaigns for fashion and beauty brands
- Runway shows during New York, Paris and Milan fashion weeks
- Covers for major fashion magazines
- Regular appearances at the Met Gala
She became known for an effortless, minimal style that fans copied on social media, especially her glossy skin, slicked-back hair and simple make-up. That look would later become the starting point for her own beauty brand.
Her story with Justin Bieber
Hailey first met Justin Bieber in 2009, when she was 12 and her father introduced them backstage at a TV show where Justin was performing. They became friends as teenagers and dated on and off for a time before going their separate ways./
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They reconnected in 2018 and became engaged in July that year, just weeks after getting back together. In September 2018 they married in a small courthouse ceremony in New York. A year later, on September 30, 2019, they celebrated with a large religious wedding in South Carolina in front of family and friends.
Hailey and Justin Bieber relationship timeline
| Date | Milestone |
|---|---|
| 2009 | Meet for the first time backstage |
| July 2018 | Become engaged in the Bahamas |
| September 2018 | Marry at a New York courthouse |
| September 2019 | Hold a wedding ceremony in South Carolina |
| August 2024 | Welcome their first child, a son |
| April 2026 | Launch their first joint product with Rhode |
How Hailey built Rhode
Hailey launched Rhode in June 2022. The name comes from her middle name, Rhode. The brand started with a very small range of skincare products in simple, matte packaging, built around the glowy look she was already famous for. Its Peptide Lip Treatment, which comes in a tube that can clip onto a phone case, became one of the most talked-about beauty products online.
Rhode grew extremely fast through social media, limited-edition flavours and pop-up shops, often selling out within hours. In 2025, the American beauty company e.l.f. Beauty bought Rhode in a deal worth about one billion dollars. Hailey stayed on as chief creative officer and head of product innovation, keeping control of the brand’s look and direction.
Rhode in 2026
In 2026, Rhode has been expanding fast around the world. In February it arrived in Australia and New Zealand through the beauty retailer Mecca, and later in the year it began rolling out to Sephora stores in Europe and to Mexico, its first market in Latin America.
- February 2026: launches in Australia and New Zealand
- April 2026: releases Rhode x the Biebers, a collection of skincare patches made with Justin
- Summer 2026: opens pop-up shops, including one in Newport, Rhode Island
- September 2026: begins arriving in Sephora stores in Europe
The collaboration with Justin, called Rhode x the Biebers, was the couple’s first joint business project. It launched in April 2026 with a pop-up at the Coachella festival, the same festival where Justin returned to the stage that spring.
Why Rhode became so popular
Rhode’s success is often studied by people in the beauty industry. Instead of launching dozens of products, Hailey started with only a few and released new ones slowly, which made every launch feel like an event. The packaging is simple and recognisable, so photos of the products spread easily on social media.
The brand also became famous for playful collaborations, such as limited-edition lip treatments inspired by doughnuts and desserts, and for pop-up shops in cities around the world. Fans often queue for hours to visit them, and the products regularly sell out online within minutes of going on sale.
- A small range of products, released slowly
- Simple, instantly recognisable packaging
- Viral launches built around social media
- Limited-edition collaborations and pop-up shops
- Hailey herself as the face of the brand
Hailey’s style influence
Long before Rhode, Hailey was already shaping beauty trends. Looks she wore on social media, such as glazed doughnut skin, which means very glossy, hydrated skin, and strawberry make-up, with warm pink tones across the cheeks and nose, went viral and were copied by millions of people.
Her off-duty fashion is also widely followed. She is known for oversized blazers, leather jackets, baggy jeans and simple accessories, a mix of relaxed and polished that fashion magazines regularly feature in their street-style pages.
Stepping out of the Baldwin shadow
Growing up as a Baldwin opened doors for Hailey, and she has never denied it. But she has said that she wanted to build something of her own rather than rely on the family name. Rhode, which she started from scratch and built into one of the fastest-growing beauty brands of the decade, has given her an identity that goes far beyond being Stephen Baldwin’s daughter or Justin Bieber’s wife.
Today, business publications often write about her as a founder first and a celebrity second, a shift that reflects how much the brand has grown.
Hailey Bieber and her fans
Hailey has a huge following on Instagram and TikTok, where she shares make-up tutorials, outfit videos and behind-the-scenes clips from Rhode. She often answers fans’ questions about her routine and is known for showing her skin without heavy filters. That openness is one of the reasons her audience trusts her product recommendations, and it has turned many followers into loyal Rhode customers.
Life with Justin today
Hailey and Justin live mainly in Los Angeles. They welcomed their son in August 2024 and generally keep his face out of public photos. In February 2026, Hailey supported Justin at the Grammy Awards, where he performed and was nominated for several awards.
The couple have often been the subject of rumours, but they have spoken openly about how they work on their marriage, including through their shared faith. Hailey has also said that becoming a mother changed the way she thinks about her work and her time.
Frequently asked questions
What was Hailey Bieber’s maiden name?
Her maiden name is Baldwin. She was born Hailey Rhode Baldwin.
How old is Hailey Bieber?
She was born on November 22, 1996, and turns 30 in November 2026.
Is Hailey Bieber related to Alec Baldwin?
Yes. Alec Baldwin is her uncle. Her father, Stephen Baldwin, is Alec’s younger brother.
When did Hailey and Justin Bieber get married?
They married at a New York courthouse in September 2018 and held a larger wedding ceremony on September 30, 2019.
Who owns Rhod4
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Rhode is Hailey’s middle name.
