Hailey Bieber reveals her $1 billion goal for selling Rhode
Rhode quickly became one of the fastest-growing celebrity beauty brands
Hailey Bieber has revealed that she set a firm goal of selling her skincare brand Rhode for at least $1 billion before it was acquired by e.l.f. Beauty.
In an interview with Time published on May 6, Bieber said she made her expectations clear to her team from the beginning, describing the $1 billion figure as a non-negotiable benchmark.
“I’m somebody who really believes in what you say out loud is very important,” Bieber said. “Our words are important.”
The model and entrepreneur explained that she drew a firm line when it came to the value of the business.
“I was like, ‘It has to be this number. I will not go for less.’ It was a goal,” she said. “That was the line I drew in the sand and the goal that I set.”
Bieber also emphasised that preserving Rhode’s accessible and inclusive identity was a top priority throughout the negotiations.
She said she wanted the brand to remain affordable and widely available rather than becoming exclusive to a smaller group of consumers.
Following the acquisition, Bieber will continue to play a central role in the company as chief creative officer and head of innovation.
Launched in 2022, Rhode quickly became one of the fastest-growing celebrity beauty brands, gaining popularity for its minimalist skincare products and strong social media presence.
The sale marks a major milestone in Bieber’s expansion from model to successful beauty entrepreneur.