Updated

Updated · Fox News · Jun 22

Hailey Bieber Fronts SKIMS Everyday Cotton Campaign as Rhode Founder Stays Tied to $1 Billion Deal

Updated

Updated · Fox News · Jun 22

Hailey Bieber Fronts SKIMS Everyday Cotton Campaign as Rhode Founder Stays Tied to $1 Billion Deal

Q: After selling Rhode for $1 billion, what industry will Hailey Bieber disrupt next?

There is no confirmed “next industry” Hailey Bieber plans to disrupt after Rhode’s $1 billion sale. By her own account, she is not rushing into a new venture and remains focused on growing Rhode under e.l.f. Beauty. The clearest evidence points to continued work in beauty, not a pivot. Bieber has said she still has “a lot more” she wants to do with Rhode, including expanding the brand internationally through Sephora in Europe and into South America, while broadening the product line for more specific skin concerns. She also remains deeply involved as founder, chief creative officer, head of innovation and a strategic adviser. If there is an early signal of where she may place bets outside beauty, it is AI-powered shopping. She has been reported as an investor in Phia, an AI shopping app co-founded by Phoebe Gates and Sophia Kianni. The company is aimed at making e-commerce more personalized by scanning the internet for alternatives and building toward a broader AI shopping platform. So the most accurate answer is that Bieber is not yet launching a new industry-disrupting business. For now, she is doubling down on beauty, while her investment activity suggests interest in the AI shopping and e-commerce space.

3 articles · Updated · Fox News · Jun 22

SKIMS unveiled Hailey Bieber as the face of its Everyday Cotton campaign, with Mert Alas photographing the model in minimalist bra-and-brief sets for Kim Kardashian’s shapewear brand.
Kim Kardashian said Bieber’s ability to elevate simple pieces and her effortless style made her the right fit to showcase the line’s pared-back aesthetic.
Justin Bieber amplified the launch by reposting the campaign on Instagram, while Hailey’s father Stephen Baldwin separately said the couple’s son Jack is doing well.
Hailey, who married Justin Bieber in 2018 and welcomed Jack in 2024, has expanded beyond modeling through Rhode, the skincare brand acquired by e.l.f. Beauty in a deal valued at up to $1 billion.