Birthday Bash With Business Chic: Hailey Bieber’s 29th Was More Than Just Cake
Hailey rang in 29 with a glow of glam and subtle power moves. Her beauty-brand, Rhode, hosted a candlelit dinner in Palm Springs complete with a five-tier pink cake, a lip-gloss “ice bar,” and martinis flowing under soft candlelight. The ambiance reflected her brand’s aesthetic: luxe, understated, and deliberately curated.
A couple of days later she posted a carousel of birthday moments on Instagram a shimmering sequin top, jeans, strappy heels, and a family stroll with husband Justin Bieber and their toddler son. A shared video of Justin cheering as she blew out birthday candles offered warmth, reassurance, and a human touch behind the headline glitz.
The celebrations weren’t just about turning 29. They were a demonstration of brand strength, celebrity influence, family-life balance, and financial success all wrapped around one milestone weekend.
From Model to Mogul: How Rhode Made Hailey a Business Force
Hailey launched Rhode in 2022, and the brand’s rise has been meteoric. By the fiscal year ending March 31, 2025, Rhode generated US$212 million in sales.
In May 2025, global beauty group e.l.f. Beauty announced it would acquire Rhode in a deal worth up to US$1 billion. The package reportedly includes cash, stock, and earn-outs based on performance. Despite the sale, Hailey remains Chief Creative Officer and Head of Innovation, keeping control over design, product development, and brand direction.
For someone still in her twenties, this level of financial achievement and business control is rare. Her birthday weekend only underscored that Rhode is not just a celeb-side hustle — it’s a serious company with market value, scalability, and long-term potential.
How The Birthday Celebrations Doubled as Smart Brand-Building
Turning 29 mattered and Hailey used the milestone as a subtle marketing moment.
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The Rhode-hosted dinner teased exclusivity, luxury and community — values that align closely with the brand’s identity.
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Her public appearance with Justin and their son added authenticity and relatability: this is a beauty mogul who’s also a young mother and wife.
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The outfit, the cake, the decor, the vibes — all of it reinforced the kind of lifestyle that sells products in the beauty and fashion world: aspirational yet accessible.
In effect, the birthday served as a soft launch pad: reminding fans and customers that Rhode is a lifestyle, not just a product line.
Why Hailey’s Birthday Stopover Signals Bigger Trends in Celebrity-Owned Brands
What Hailey is doing reflects a broader shift: celebrity brands are increasingly blending personal life, public persona, and serious commerce. More than ever, consumers buy not just products they buy identity, aspiration, lifestyle.
Rhode’s success shows that limited-product beauty brands built around authenticity, design sensibility and influencer reach can scale quickly, hit big revenues, and become attractive acquisition targets. And when the founder stays on creatively after a sale, the brand often retains its identity and retains value for both consumers and investors.
For people watching the intersection of celebrity, commerce and community, Hailey’s 29th birthday is a snapshot of how power, personal brand and business strategy are merging in modern fame.
What Readers Also Want to Know
Did Justin Bieber attend her birthday dinner?
He didn’t at the candlelit Rhode dinner dinner in Palm Springs. However, he appeared later in Instagram footage during a private family moment with Hailey as she blew out her birthday candles — dispelling rumours of trouble and showing public solidarity.
Is Rhode really worth US $1 billion after sale to e.l.f. Beauty?
Yes. The purchase agreement values Rhode at up to US$1 billion, with a mix of cash and stock, plus potential earn-outs tied to future performance. Hailey remains in control of creative and brand direction.
Will Rhode remain premium after being acquired by a mass-market beauty company?
That depends on how e.l.f. and Hailey manage the brand. So far, Hailey has retained her role as Chief Creative Officer — signaling a likely commitment to maintaining Rhode’s identity, quality standards, and premium positioning.
