Hailey Bieber ‘manifested’ $1billlion sale price in Rhode deal
The model and entrepreneur has opened up about the blockbuster sale of Rhode, revealing she set a strict financial target while insisting the skincare brand must remain accessible to consumers.
Hailey Bieber has revealed she refused to sell her skincare brand Rhode for anything less than $1 billion.
Saying she drew a firm “line in the sand” before agreeing to the blockbuster deal that transformed her from celebrity founder into one of the beauty industry’s most closely watched entrepreneurs, the model and businesswoman, 29, discussed the sale of Rhode in a new interview with Time, reflecting on the company’s rapid rise and her determination to maintain what she described as an accessible approach to skincare following its acquisition by e.l.f. Beauty.
The deal – one of the most talked-about celebrity beauty transactions of the past year – further cemented Hailey’s status as a major force in the cosmetics industry amid continuing fascination with her marriage to Justin Bieber and ongoing social media attention surrounding the couple.
Hailey’s Time profile said she said about “manifesting” a target sale price of $1 billion for her brand: “I’m somebody who really believes in, like, what you say out loud is very important. Our words are important.”
The Rhode founder explained she set a clear financial target before entering negotiations around the company’s future.
Hailey added: “I was like, ‘It has to be this number. I will not go for less.’ It was a goal.”
She added: “That was the line I drew in the sand and the goal that I set.”
Following the acquisition, Hailey stepped into the roles of chief creative officer and head of innovation, maintaining direct involvement in the brand she launched as part of the growing wave of celebrity-backed skincare and beauty labels.
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 particularly with younger consumers.
Hailey said one of her biggest concerns throughout Rhode’s expansion was ensuring customers did not feel excluded from the brand despite the intense hype surrounding its products.
She added: “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.”
Hailey continued: “And that’s never been intentional with Rhode. Like when we’ve sold out of things, it’s not to make it inaccessible.”
The model, who has frequently described herself as deeply interested in skincare culture, explained product accessibility remained central to the company’s identity.
She said: “That’s actually always panicked me, because I always want people to be able to have access to it.”
Hailey added: “I want to continue to take feedback and make the brand better. That's what I think having a great brand is: you listen to your customer and you listen to your consumer.”
The entrepreneur also addressed Rhode’s pricing strategy, arguing skincare products did not need luxury price tags to be effective.
Hailey said: “It really doesn't take much for a great skincare product to be great.”
She added she often personally preferred less expensive skincare products over premium alternatives.
Hailey said Rhode was designed around “solid, everyday stable skincare products,” explaining that high prices “don't make sense for the brand”.
The continued growth of Rhode has positioned Hailey alongside other celebrity beauty moguls including Rihanna with Fenty Beauty and Selena Gomez with Rare Beauty.
