WSJ Beauty Innovator Hailey Bieber's Rhode Success Story

WSJ Beauty Innovator Hailey Bieber's Rhode Success Story Lensed by Marili Andre

Hailey Bieber [IG] was honored recently at the WSJ 2025 Innovator’s Awards [IG] with the Beauty Innovator prize and with this in-depth, editorial touchup on Hailey’s life from every angle. Marili Andre [IG] is behind the lens for ‘How Hailey Bieber Made Rhode Into a $1 Billion Success Story’ [comp link].

Gabriella Karefa-Johnson styled Bieber in Brandon Maxwell, Calvin Klein Collection, Ferragamo, Givenchy by Sarah Burton, McQueen, Miu Miu, Saint Laurent by Anthony Vaccarello, Tom Ford, Tory Burch and more. / Hair by James Pecis; makeup by Emi Kaneko

Rhode Had Best Ever Sephora Launch

WSJ writer Chavie Lieber catches up with Bieber a few hours away from her Sephora launch. By every press report, the LVMH-owned Sephora launch was successful with $10 million in two days of sales. It was not only the best launch ever for the beauty stores and online retailer, it beat the prior record-holder by 2.5 times, selling 3 Rhode items per second.

Returning a few days later, Lieber reports the shelves were empty as a little girl with a British accent was close to tears, as she wailed: “There’s no more blush from Haaayley Biebaaa!”

Hailey Bieber’s Private Life

Viscious rumors have haunted Hailey and Justin Bieber’s marriage for months. Asked by Lieber if they had quieted with her sale of Rhode to Elf Cosmetics and Justin dropping a new album Swag II — the answer was ‘no’.

“But we’re both really finding our voices of who we are and, I believe, both really walking authentically in what it is we actually want to be doing.”