Hailey Bieber Redefines Herself with Motherhood & $1B Brand Sale

From spotlight model to purpose-driven entrepreneur, Hailey Bieber’s journey of motherhood and brand ownership marks a pivotal reinvention.

In August 2024, Hailey Bieber and her husband, Justin Bieber, welcomed their son Jack Blues, and with his arrival, Hailey says she found a new “silent strength” and confidence she hadn’t known before. In a cover interview with The Wall Street Journal Magazine, she said:

“I like who I am so much more now than I did before I had my son… You gain this silent strength and confidence.”

Her journey into motherhood came amid years of public scrutiny—comments, rumors and the constant spotlight. Instead of shrinking from that glare, she says, she has embraced a more authentic version of herself, one grounded not in image, but in purpose. She now describes her evenings as home-based, her priorities reordered, and her sense of time sharpened:

“I feel like time just became so precious. Having kids makes you realize that.”

A Beauty Brand Turned Billion-Dollar Business

At the same time Hailey’s personal life shifted, so did her business trajectory. She founded the skincare and beauty brand Rhode in 2022, and in May 2025 it was acquired by e.l.f.Beauty for approximately $1 billion. Remarkably, Hailey remains involved as founder, Chief Creative Officer and Head of Innovation. In her words, she insisted on majority ownership from the start:

“If I’m doing this, I have to be the majority owner.”

Behind the billion-dollar number lies rapid growth—Rhode reportedly hit $212 million in net sales for the year ending March 2025. Hailey says:

“I test them on my husband, I test them on my friends. I’m product-obsessed.”

The combination of business acumen and personal authenticity is a hallmark of her new brand identity.

From Public Scrutiny to Personal Agency

Prior to these developments, Hailey had been one of the most visible young celebrities in the world—modeling campaigns, high-profile relationships, and an intense social media presence. But public exposure also came with criticism, mis-characterisation and relentless commentary. She now views that part of her life as a stepping-stone to a more self-determined future:

“When people want to see you a certain way and they’ve made up a story about you in their minds, it’s not up to you to change that.”

Motherhood, Hailey says, restructured her priorities: what once were parties and late nights are now quiet dinners by 6 p.m., being home for her son’s bedtime. The public persona remains—but one with more interior strength and clearer boundaries.

Strategic Implications: What This Means for Celebrity Culture and Entrepreneurship

Hailey Bieber’s reinvention speaks to broader trends:

• Celebrity-entrepreneurs are increasingly building brands they control, rather than simply lending their names. Her insistence on majority ownership and creative control is one example.
• Motherhood as transformation. Instead of sidelining her career, motherhood appears to have sharpened her agenda, giving her both personal and professional purpose.
• Brand authenticity matters. In a crowded celebrity beauty market, Rhode differentiated itself not by hype alone, but by Hailey’s active involvement, minimalist formula and viral-gen Z appeal.

Her story may inspire other public figures navigating transitions—from image to enterprise, from spotlight to substance.

Was the Rhode deal a full exit for Hailey Bieber?

No. Although the acquisition was capped at $1 billion, Hailey remains founder, Chief Creative Officer and Head of Innovation for Rhode.

How did motherhood affect her business ethos?

Hailey says motherhood gave her a new “ferocity” and clarified what she values most: time, presence and legacy. The business now links directly to her son’s future.

Did she skip work entirely after the birth?

Not exactly. She returned to shoots and brand activity early, but she states she regrets returning too soon, and now prioritises family alongside business.

Conclusion: A New Chapter of Power & Purpose

Hailey Bieber no longer appears merely as a model at a partner’s side—she is defining herself as a businesswoman, mother and creative leader. The convergence of her personal transformation and professional achievement illustrates a rare moment of authenticity in celebrity culture.

With a son whose future she openly states she is planning for, and a brand she steered to massive success, Hailey’s next chapter will likely carry more weight than most would expect from a “celebrity story.” But then again, her story is no longer just about celebrity. It’s about reinvention, ownership and choice.

Source: People The Wall Street Journal SheFinds