Hailey Bieber posed for a new Victoria's Secret campaiggn this week, showcasing her physique in black underwear and heels. But the 29-year-old model's latest high-profile appearance masks a more significant business milestone: her skincare brand Rhode's $1 billion acquisition by elf Beauty, a transaction that has reshaped her public identity from celebrity to entrepreneur.

Rhode's $1 billion valuation as of May 2025

According to the source report, Rhode was valued at approximately $1 billion following the elf Beauty acquisition deal—one of the most talked-about celebrity beauty transactions of the past year. The transaction represents a watershed moment for Bieber, who launched the brand as part of a broader wave of celebrity-backed skincare and beauty labels. In an interview with Time magazine, Bieber revealed she had set a specific financial target before entering negotiations. "I was like, 'It has to be this number. I will not go for less,'" she told the publication, describing the $1 billion goal as something she had "manifested" before the deal came to fruition.

Following the acquisition, Bieber stepped into the roles of chief creative officer and head of innovation, maintaining direct involvement in the brand's strategic direction.. The report notes that Rhode quickly became one of the market's most visible names through minimalist branding, viral lip treatments, and aggressive social media marketing strategies that resonated particularly with younger consumers.

Bieber's "line in the sand" before the elf Beauty deal

In her Time magazine profile,Bieber emphasized the importance of maintaining control over Rhode's identity and values even as the brand changed ownership.. As the source reports, she told the publication that she drew a firm "line in the sand" before agreeing to the blockbuster deal. This phrasing suggests Bieber negotiated specific terms to preserve what she described as an accessible approach to skincare—a core brand promise that could have been diluted under different ownership structures or strategic directions.

The emphasis on accessibility and her personal involvement in innovation signals that Bieber viewed the elf Beauty partnership not as a full exit but as a controlled evolution. Her insistence on maintaining creative control reflects lessons learned from other celebrity beauty founders who have seen their brands lose cultural relevance after acquisition.

Four workouts weekly and the Brazilian Butt Lift denial

The Victoria's Secret campaign arrives amid ongoing public scrutiny of Bieber's physique. According to the source, the model was recently forced to deny rumors she underwent a Brazilian Butt Lift, stating she made a "commitment" to herself not to alter her appearance with medical intervention. Instead, as the report notes, Bieber credited her fit physique to working out four times a week, citing lunges as the exercise that best helps tone her bottom—a claim she made in an interview with Allure magazine last year.

The timing of the Victoria's Secret campaign alongside these denials suggests a deliberate narrative strategy: positioning her body as the product of discipline and accessible fitness routines rather than surgical enhancement. this framing aligns with Rhode's own marketing emphasis on accessibility and authenticity, creating a coherent personal brand across beauty, fitness, and fashion verticals.

The unverified claim about Bieber's manifestation strategy

While Bieber's Time magazine interview provides direct quotes about her $1 billion target and negotiating stance, the source does not explain how she arrived at that specific valuation or whether market conditions, elf Beauty's strategic priorities, or other external factors influenced the final deal terms. the report attributes the achievement partly to Bieber's belief in "manifesting" financial goals through spoken intention—a claim that remains unverified by independent business analysis or elf Beauty's public statements about acquisition rationale. Additionally, the source does not clarify whether Bieber's role as chief creative officer and head of innovation involves equity retention or other financial incentives tied to Rhode's future performance under elf Beauty ownership.