Hailey Bieber, the renowned model and entrepreneur, recently made headlines for her decision to sell her brand, Rhode, to e.l.f Beauty for a staggering $1 billion back in May of this year. In an exclusive interview with GQ, Bieber shared insights into her journey as a businesswoman and the factors that led her to make the momentous decision to sell her company.
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Bieber revealed that she had always set a high bar for herself when it came to selling Rhode, stating firmly that she had planned to “never sell the company unless it was a billion dollars.” This ambitious goal showcases Bieber’s determination and vision for her brand, which has gained significant popularity for its curated line of skincare essentials since its launch in 2022.
Despite initially not intending to sell Rhode, Bieber explained that the right opportunity presented itself, prompting her to consider the deal with e.l.f. Beauty. She noted that e.l.f. Beauty ticked all the boxes she had in mind for a potential buyer, making the decision to sell Rhode a logical and strategic move for the brand’s future growth and success.
Following the acquisition by e.l.f. Beauty, Bieber shared her excitement and gratitude for the $1 billion deal, emphasizing how the brand’s evolution has surpassed her wildest expectations. Maintaining her role as founder, chief creative officer, and head of innovation at Rhode, Bieber expressed her dedication to seeing the brand reach new heights under the new partnership.
In a significant milestone for Rhode, the brand achieved a record-breaking launch at Sephora in September, becoming the biggest launch in the retailer’s history in North America. The overwhelming success of the launch, with three Rhode items selling per second, reflects Bieber’s strategic vision and marketing prowess in the beauty industry.
Bieber’s husband, Justin Bieber, has been a supportive presence throughout her entrepreneurial journey, celebrating her business successes and attending key events such as the Sephora launch. The couple’s mutual encouragement and solidarity underscore their shared commitment to each other’s professional endeavors.
Looking ahead, Bieber remains optimistic about the future of Rhode under the stewardship of e.l.f. Beauty, expressing confidence that the brand will continue to thrive and innovate in the competitive beauty market. With her innovative spirit and business acumen, Bieber stands as a shining example of a successful female entrepreneur making waves in the beauty industry.
As Hailey Bieber’s entrepreneurial story continues to unfold, her journey serves as an inspiration to aspiring business owners and industry professionals alike, showcasing the power of determination, vision, and strategic decision-making in achieving success. Through her unwavering commitment to her brand and her willingness to embrace new opportunities, Bieber exemplifies the essence of a modern-day entrepreneur shaping the landscape of the beauty industry.