The Story Behind Rhode: Confidence, Clarity, and Care

"Beauty starts with confidence, not perfection."

Hailey Rhode Bieber grew up in a creative, high-profile family but built her own identity through discipline, authenticity, and a quiet confidence that shaped her career. From a young age, she worked in modeling, collaborating with major fashion houses and learning firsthand the demands of a fast-paced beauty industry. Behind the glossy images, she developed a deep interest in skincare and wellness, often emphasizing the importance of balance, simplicity, and healthy routines to maintain real, lasting beauty.
As her career evolved, Hailey's approach to beauty became more intentional: focused not on excess, but on essentials that work. That mindset led to the creation of Rhode, her vision of skincare and now makeup built around one clear philosophy: nourish your skin barrier and let your natural glow show through. Each Rhode product reflects her belief that minimal, high-performing formulas can transform how people care for their skin.
Through Rhode, Hailey extends her personal routine and values: transparency, quality, and self-care to a global community. Her story represents a shift in beauty culture: from appearance to authenticity, from more to better, from trends to timeless care.

Her Story

"Grace isn't about perfection - it's about growing up with purpose, even when the world is watching."

Hailey Rhode Bieber was born on November 22, 1996, in Tucson, Arizona, into a well-known family of artists and performers. The daughter of actor Stephen Baldwin and graphic designer Kennya Deodato Baldwin, she grew up surrounded by creativity and faith. Her early life was shaped by both the spotlight and strong family values — a balance that later defined her grounded public image. Educated at home, she trained as a ballet dancer before an injury shifted her path toward modeling. This discipline and artistic upbringing instilled in her the precision and work ethic that became central to her career. From her teenage years, Hailey pursued opportunities with major fashion houses, building a reputation for professionalism and a calm, confident presence uncommon for her age. Beyond fame, her upbringing taught her simplicity and resilience — qualities that continue to influence her approach to beauty, wellness, and life.

From Baldwin to Bieber

"Love is steadier when it's built on faith, patience, and choosing each other every day."

In 2018, Hailey married global music icon Justin Bieber, marking the start of one of the most recognizable partnerships in modern pop culture. Their relationship, however, is built on more than public attention — it reflects mutual faith, growth, and stability. Together, they've often spoken about their shared spirituality and the importance of maintaining normalcy amid fame. Hailey's calm composure complements Justin's creative intensity, and the two have become advocates for open conversations about mental health and balance. Their marriage also inspired Hailey's perspective on self-care and purpose, fueling the authenticity and emotional grounding behind her brand, Rhode.