Hailey Bieber: From Guess Girl to Selling Rhode for a Cool $1 Billion

NOW: Hailey Baldwin Bieber has made a great success of herself in life — as an uber-successful businesswoman; a mom with a young baby and a wife to pop star Justin Bieber.

Hailey was honored recently at the WSJ [Wall Street Journal] November, 2025 Innovator’s Awards for the development and sale of her young beauty company Rhode in a billion dollar deal.

It’s not unusual these days for models to be involved in creating g new businesses. But like Kim Kardashian with SKIMS — and maybe moreso — Hailey’s astute insights over how to develop every aspect of her Rhode business put her at the top of the leader board.

AOC doesn’t even like the word ‘authenticity’. It’s so overused. But in Hailey Bieber’s case, she created a comparatively lean team of highly-qualified people who did an outstanding job in every sector from product development; to sustainable processes throughout the business; honest marketing; affordable pricing. You name it. Hailey Bieber achieved it. Rhode Is a masterful business achievement.

Bottom line, never think that GUESS girls are only about being hot models. Hailey Bieber isn’t the first Guess girl to launch a business. But she can write the book on how to reach major goals.

Yes, because of her success as a top model and influencer, Hailey had significant financial resources to invest in Rhode. The result was her retaining a large piece of equity in Rhode as she pursued investors. And Hailey was willing to make an excellent financial deal with a clear understanding of her continuing role in Rhode and what is now executed by the new owners e.l.f. Beauty. She’s a clear-headed thinker when entrepreneurs are known to struggle with when to sell and when to walk away with the money.

Follow Hailey Bieber’s AOC archives here.

THEN: Model Hailey Baldwin teams up with Stefano Sala for Guess brand's 35th anniversary campaign, launched in January 2017. Hailey smokes up the campaign in typical Guess bombshell looks captured by Tatiana Gerusova. Hailey wears key items from the Guess Originals 1981 Anniversary capsule: Prices for the collection including bodysuits, cropped sweatshirts, baggy and high-wasted jeans go from $49 to $228. The collection launches in March.