The wife of the Canadian singer Justin Bieber, Hailey Bieber Baldwin, has long been not only "the wife of", but a successful model who sets global trends, and owns her own skincare brand.
Now she is picking up a new and impressive title, and stars in Forbes magazine's 2022 list of the 30 most promising young people under the age of 30.
Bieber founded her brand Rhode back in 2020, but the products first hit the market this year, and quickly snapped up.
In an interview with the magazine, she said that after all the years in which she devoted time to facial care and advertisements for various brands, she is getting good at sitting in the driver's seat and leading the process herself.
"My skin doesn't feel the same when I miss a step with my products, it helped me understand that my product is proven and really works," she said.
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Bieber on the cover of Forbes magazine
The Rhode brand was officially launched in June with three products at low prices of less than $30 - a peptide serum, a lip moisturizer and a moisturizer.
Since it was launched, the brand has amassed a waiting list of 700,000 people waiting for the products, and Bieber revealed that her company is on track to reach eight-figure revenues this year.
"I think my favorite part of the process is the creation. I think my work with brands in the past helped me develop myself in many ways, being responsible empowers me."
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Bieber admitted in the interview that she doubted herself during the process, and was worried that the audience would not accept the brand with open arms.
"The first thing that came to my mind was the fear that I wouldn't be taken very seriously as an entrepreneur," she told Forbes about her fears.
Bieber followed a team chosen with tweezers, and teamed up with experts in the field to help her create the perfect formulas for the brand, some of whom had previously appeared on the same list of the magazine.
Lauren Ratner, the brand's marketing director, told Forbes: "She constantly asks questions, especially during product development. She checked which components we use, suggested additional components for testing, and was involved in the entire process."
want them to like the products, and not because of the name that appears on the product, Hailey and Justin Bieber in Los Angeles, Photo: Getty Images/AFP
"She wants to do it the right way, and she was determined in her vision - to establish a care company owned by women, financed by women. She invested a lot of money to back it up, and to show people that she is serious about it," says Michael Ratner (who is married to Lauren Ratner, AG), one of the founding partners of the brand.
Bieber is particularly strict in product development, and the peptide serum went through 17 rounds of changes to reach the perfect result, which meets her standards.
"It was easier for me to be satisfied with a product that was 95% of what I wanted, but the fact that I did not compromise and insisted until I reached 100%, proves to me how important the quality of the brand is to me, says the supermodel.
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Bieber's skincare brand
And what is her dream for the future?
"I want my brand to exist even in 40 years, and for people to buy the products because of what they do to their skin, and not because of the name written on the packaging (Rod is her mother's last name, AG)," she shared.
Bieber shared the magazine cover with her photo on her Instagram account, and wrote that she was excited about the cover starring.
"I'm excited for the things that the brand will bring with it, and for my team, which is the best I could ask for. This journey makes me pinch myself every day, and try to believe that it's real," she wrote.
Just yesterday, Bieber's name hit the headlines, under less than happy circumstances.
The model denied the rumors that she is pregnant, revealing that she has an ovarian cyst the size of an apple.
Bieber shared a photo of her stomach looking a little swollen, and shared: "I've had several ovarian cysts in the past, and it's never pleasant. In any case, I'm sure many of you will be able to identify with me and understand the situation," she shared openly.
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