Hailey Bieber is opening up about the massive business move that changed the future of her skincare brand, Rhode.
In a recent interview with Time, the model and entrepreneur reflected on the company’s acquisition by e.l.f. Beauty and revealed she had a very clear financial goal in mind long before the deal became official.
According to Hailey, she had already decided that the brand would not be sold for anything less than $1 billion. She explained that she strongly believes words carry power, which is why she openly spoke that number into existence from the beginning.
She told her team early in the process that the figure was non-negotiable and became the benchmark she refused to move away from. For Hailey, it was not just about money, it was about setting a clear vision for what she believed the brand was worth.
Following the acquisition, Hailey stepped into new leadership responsibilities at Rhode, taking on the roles of chief creative officer and head of innovation.
Even with the company’s rapid growth and popularity online, Hailey admitted one thing has consistently worried her, making sure customers do not feel shut out of the brand.
The beauty founder explained that highly popular skincare brands can sometimes start to feel exclusive or difficult to access, especially when products repeatedly sell out. She insisted that was never the intention behind Rhode.
Hailey shared that whenever products became unavailable, it actually stressed her out because she wants people to feel included rather than left behind.
Describing herself as a genuine skincare enthusiast, she said beauty and skincare should feel open to everyone, not like a private club only certain people can enter.
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