Hailey Bieber, Rhode Founder, Stars in SKIMS Everyday Cotton Campaign

Hailey Bieber, whose skincare brand Rhode was acquired by e.l.f. Beauty in a deal valued at up to $1 billion, is fronting SKIMS' new Everyday Cotton campaign — placing one of consumer fashion's most commercially active faces alongside Kim Kardashian's shapewear label. Kim Kardashian, SKIMS co-founder and chief creative officer, said Bieber's effortless approach to style made her the right person to bring the Everyday Cotton line to life.

Campaign Aesthetics: Minimalism Over Noise

Photographed by Mert Alas, the campaign strips back to essentials. One look pairs a pale blush-pink triangle bra with matching low-rise briefs; another builds a monochromatic set from a black triangle bra with ultra-thin straps and high-cut bottoms accented by delicate string sides. The pared-back, model-off-duty aesthetic keeps visual attention on the garments rather than competing elements. Justin Bieber extended the campaign's reach on Instagram, posting the images alongside Foreigner's "Cold As Ice" without a written caption.

Bieber's Commercial Profile: From Model to Acquired Founder

The SKIMS partnership layers onto a business record that extends well beyond modeling. Bieber launched Rhode in 2022, and the brand — described as a beauty-industry phenomenon — was subsequently acquired by e.l.f. Beauty in a deal valued at up to $1 billion. Bieber remains with Rhode post-acquisition as founder and chief creative officer, a structure that signals e.l.f. placed significant weight on her continued involvement. The SKIMS deal adds a second major consumer brand to her active portfolio.

Modeling Roots and Personal Background

Bieber signed with IMG Models in 2016 and went on to front campaigns for Tommy Hilfiger, Guess and Ralph Lauren before her profile broadened considerably. She is the daughter of actor Stephen Baldwin and graphic designer Kennya Baldwin. Her 2018 marriage to pop artist Justin Bieber drew sustained public attention; the two welcomed a son, Jack, in 2024. The SKIMS campaign marks another chapter in a career that has moved steadily from model-for-hire to equity-backed founder.