Model and entrepreneur Hailey Bieber is sharing her thoughts on the recent $1 billion acquisition deal between her skincare brand, rhode, and beauty giant e.l.f. Beauty. Speaking candidly during the Business of Beauty Global Forum on Tuesday, June 10, the 28-year-old opened up about the emotional and professional significance of the milestone.
“rhode is like my baby, I’m so protective about it,” Hailey said, as reported by Business of Fashion. The deal, finalized in May, marks a major achievement for Bieber, whose brand has quickly risen to prominence in the highly competitive beauty industry.
just three years, rhode has established itself as a trendsetter with a minimalist, skin-focused approach that resonates strongly with Gen Z and millennial consumers. Hailey admitted that even considering selling her brand was a major step.
“The idea of ever even considering” a sale was “very, very big deal” for her, she said. However, her concerns were put to rest after meeting with executives from e.l.f. Beauty, a company known for its accessible, cruelty-free products and inclusive brand identity.
“I remember walking away like, ‘They’re it,’ I knew it in my gut. We just said so many of the same things,” she explained, describing the early conversations that solidified her decision.
While the financial deal made headlines, Bieber emphasized the emotional depth of her connection to rhode. “I am rhode and rhode is me. It’s not just about the product, it’s the whole entire world of rhode,” she said, highlighting the personal vision that continues to shape the brand.
Looking to the future, Hailey shared her ambitions to cement rhode’s place among the industry’s most iconic names. “I know we’ve only been around for three years, and we’re still such a baby, but I do see us being a legacy brand. rhode’s going to go down as one of the greats,” she declared.
The deal with e.l.f. Beauty not only provides rhode with greater resources and distribution power but also signifies the growing influence of celebrity-led brands in the beauty sector. As rhode enters this new chapter, Bieber remains at the helm, determined to maintain the authenticity and creative direction that have fueled the brand’s success so far.