In May 2023, Hailey Bieber discussed the acquisition of her skincare brand, Rhode, by e.l.f. Beauty, revealing insights into her vision for the brand’s future. Nearly a year after the deal, which valued Rhode at a staggering £1 billion, the model and entrepreneur expressed her intentions for the brand to remain accessible and inclusive.
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During an interview with Time, Bieber reflected not only on the financial milestone but also on the principles that underpinned her decision to sell. The founder, who took on the role of chief creative officer and head of innovation following the acquisition, shared the significance of maintaining a clear vision throughout the process. “I believe that speaking your goals out loud is very powerful,” she stated, emphasising how this philosophy guided her negotiations for Rhode.
Bieber firmly established a baseline price of £1 billion for the sale. “I was adamant that this was the number I wanted. I wasn’t prepared to go lower,” she recalled, describing her determination as a line drawn in the sand. This assertiveness was not merely business strategy; it was also about standing by her brand’s worth and vision.
One of her key priorities going forward is ensuring that Rhode never feels elitist or exclusive. Acknowledging the tendency for hyped brands to feel like exclusive clubs, Bieber constructed Rhode with inclusivity in mind. She remarked, “When we sell out of products, it’s not to make them inaccessible. I worry about that because I want everyone to be able to access our products.”
Her commitment to accessibility extends to Rhode’s pricing strategy. Bieber, a self-proclaimed skincare enthusiast, argued that excellent skincare doesn’t need to come at an exorbitant cost. “I often find that less expensive products can be just as good, if not better, than pricier options,” she asserted. The brand aims to offer “solid, everyday stable skincare products” without an inflated price tag.
Furthermore, Bieber voiced the importance of listening to customer feedback as a cornerstone for continuous improvement. “A successful brand evolves based on consumer insights,” she explained. Her proactive stance on maintaining open lines of communication with customers underlines her dedication to delivering what they want and need.
As Rhode navigates its new chapter under e.l.f. Beauty, Bieber remains committed to her original vision. She aims to cultivate an environment where Rhode invites everyone to join in, aligning with her belief that skincare should be universal and unifying, rather than exclusive.
Overall, the blend of Bieber’s celebrity status and her genuine passion for skincare sets Rhode on a promising path. The brand’s focus on both quality and affordability positions it to resonate well with a broad audience. As it continues to grow, Rhode’s commitment to inclusivity and accessibility will remain at the forefront of its identity, reflecting Bieber’s foundational philosophies.