Hailey Bieber knows the right decision when she sees it.
Bieber, 28, opened up to The Business of Fashion about selling her beauty line, Rhode, to e.l.f. Beauty for $1 billion on Wednesday, June 11. “Rhode is like my baby, I’m so precious about it,” she gushed to The Business of Beauty’s executive editor Priya Rao. Bieber added that even “considering” the sale was a “very, very big deal” to her.
“I remember walking away, like, ‘They’re it,’” the model recalled. “I knew it in my gut. We just said so many of the same things.” Bieber went on to say that Rhode is part of her, and the deal wasn’t “just about the product, it’s the whole entire world of Rhode.”
“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,” she gushed, confident that Rhode will go down as “one of the greats.”
Hailey Bieber Is Now a Beauty Billionaire After $1B Rhode Acquisition
News broke on May 28 that Rhode was acquired by e.l.f. Beauty for $600 million in cash, plus $200 million in shares, with a potential additional $200 million earned if Rhode hits its three-year growth goals.
Monica Schipper/Getty Images for The Business of FashionWhile she sold the company, Bieber — who launched the beauty brand in 2022 — shared via Instagram that she’s still staying greatly involved. “I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty,” she wrote.
Hailey Bieber Received 'Generous Cash Payout' in Rhode Deal: Report
Rhode sells everything from skincare that’s ensured to give you a dewy complexion, or as Bieber calls it, a “glazed donut” appearance, to blushes, lip tints and even phone cases. Fans can shop the brand at rhodeskin.com.
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