Hailey Bieber Says She Would Only Sell Rhode for "A Billion Dollars"

Hailey Bieber continues to set the standard for modern entrepreneurship. The 28-year-old model and business mogul recently reflected on her decision to sell her skincare and beauty brand, Rhode, to e.l.f. Beauty for an impressive $1 billion—a move that solidified her place among the top beauty founders in the industry.

In a conversation with GQ for the magazine's "Men of the Year" issue, Hailey explained that she had always envisioned Rhode reaching billion-dollar status. From the early days of launching the brand in 2022, she envisioned either keeping it independent or making a deal that truly reflected its value.

Hailey Bieber Shares Rhode's Future Plan

Although selling was not always part of her plan, Hailey revealed that the opportunity with e.l.f. Beauty felt like the perfect match. She emphasised that every factor she considered important—from brand alignment and company values to future growth potential—fell perfectly into place with e.l.f.

Image Courtesy: Hailey Bieber/ Instagram

When the billion-dollar offer became a reality in May 2025, Hailey admitted it was a surreal and rewarding moment. She has remained deeply involved in Rhode since the acquisition, continuing her work as founder, chief creative officer, and head of innovation. In these roles, she oversees product development, creative strategy, and marketing while also serving as a strategic advisor for both companies.

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Hailey Bieber on Rhode's Growth

Hailey shared that Rhode has continually surpassed her expectations. What began as a small vision has evolved into a beauty powerhouse, achieving milestones she once only dreamed of.

That growth was especially evident during Rhode's record-breaking Sephora launch in September 2025—the largest in the retailer's North American history. The brand reportedly sold around three products every second and generated over $10 million in retail sales within its first two days.

Image Courtesy: Hailey Bieber/ Instagram

Hailey Bieber credited the brand's success to her passion for creating high-quality, minimalist skincare essentials that resonate with modern consumers. She admitted that even she didn’t anticipate just how massive the Sephora launch would become.

According to sources close to the entrepreneur, Hailey didn't have to search for a buyer—the e.l.f. Beauty deal came directly to her. The partnership promises to elevate Rhode's global reach, expand its resources, and strengthen its innovation pipeline.

Hailey's husband, Justin Bieber, has been by her side throughout Rhode's journey, celebrating her milestones and proudly supporting her brand's rapid rise.

Image Courtesy: Hailey Bieber/ Instagram

With the $1 billion sale marking a new chapter, Hailey's Rhode continues to prove that authenticity, innovation, and smart business decisions can turn a startup into an empire—and make a lasting impact in the beauty industry.

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