Hailey Bieber has revealed she refused to sell her skincare brand Rhode for less than $1 billion, drawing a firm "line in the sand" before agreeing to the blockbuster deal with e.l.f. Beauty. In an interview with Time, the 29-year-old model and businesswoman discussed the acquisition, which has cemented her status as a major force in the beauty industry.
Bieber said she "manifested" the sale price, stating: "I'm somebody who really believes in, like, what you say out loud is very important. Our words are important." She added: "I was like, 'It has to be this number. I will not go for less.' It was a goal." Following the acquisition, she stepped into the roles of chief creative officer and head of innovation.
Rhode quickly became one of the most visible names in the market through minimalist branding, viral lip treatments and aggressive social media marketing strategies that resonated with younger consumers. Bieber said one of her biggest concerns was ensuring customers did not feel excluded despite the hype, explaining: "Listen, I know when brands, when they get really hyped, it can feel kind of like it's this club that you don't get to be a part of."
She emphasised product accessibility remained central to the brand's identity, adding: "That's actually always panicked me, because I always want people to be able to have access to it." Bieber also defended Rhode's pricing strategy, arguing that skincare products do not need luxury price tags to be effective, and said high prices "don't make sense for the brand".
