Hailey Bieber: Entrepreneurial Vision, Billion-Dollar Brand, and Strategic Motherhood
In a recent candid interview for WSJ. Magazine’s Innovators Issue, published on Tuesday, October 14, supermodel and entrepreneur Hailey Bieber, 28, offered an exclusive look into the meteoric rise of her acclaimed beauty brand, Rhode. The interview provides insights into her hands-on approach, her strategic business philosophy, and the significant financial milestone marked by a recent partnership with industry giant e.l.f. Beauty.
Hailey’s Uncompromising Vision for Rhode
From the outset, Bieber’s vision for Rhode was clear and uncompromising. “I knew for a fact that if I’m doing this, I have to be the majority owner,” she revealed to the outlet, reflecting on past experiences where lending her name to existing brands primarily benefited those companies. This foundational principle ensured she maintained creative control and a significant stake in her venture. Her dedication extends to the very core of product development, where her discerning eye—and often, the skin of her husband, Justin Bieber, and close friends—serves as the ultimate testing ground. “I test them on my husband, I test them on my friends,” she explained, emphasizing her self-proclaimed “product-obsessed” nature.
A Pivotal Year: e.l.f. Beauty Partnership and Billion-Dollar Valuation
The year 2024 has proven pivotal for Rhode, highlighted by a landmark strategic partnership with e.l.f. Beauty, announced via press release on May 28. While specific financial terms of the direct investment have not been fully disclosed, this collaboration has propelled Rhode’s valuation to an estimated $1 billion, signaling massive industry confidence in the brand’s trajectory. As part of this transformative deal, Bieber, a mother to 14-month-old son Jack Blues, revealed her intention to manage the significant financial payout with utmost care. “I want to preserve that for my son’s future,” she stated. “It’s an amount of money that I have not dealt with before, so I just want to be smart with it. I would like to invest it wisely.”
Rhode’s Digital Dominance and Unstoppable Allure
Rhode’s impressive growth metrics underscore its rapid ascent in the highly competitive beauty market. In 2024, the brand distinguished itself as the No. 1 skincare brand in Earned Media Value (EMV), boasting a staggering 367% year-over-year EMV growth. This digital dominance and consumer engagement captured the attention of e.l.f. Beauty, a global company known for its accessible and high-quality products. Industry sources suggest the partnership was not actively sought by Rhode, but rather, “This deal came to her,” as one insider told PEOPLE, highlighting the brand’s undeniable allure.
Expanded Leadership and Global Ambitions
Under the terms of the agreement, Bieber will retain her role as Rhode’s founder and expand her leadership to include Chief Creative Officer and Head of Innovation. This expanded remit will see her overseeing creative direction, product innovation, and marketing, while also serving as a strategic advisor to the combined entities. A source close to the situation expressed Bieber’s enthusiasm: “She’s incredibly excited about this new step. She’s proud of how far Rhode has come, and she truly believes that teaming up with e.l.f. will help take the brand to the next level. The resources and support they’re bringing to the table are everything she’s been hoping for.”
Bieber herself echoed this sentiment, sharing her excitement for the future. “We can’t wait to bring Rhode to more faces, places, and spaces. From day one, my vision for Rhode has been to make essential skin care and hybrid makeup you can use every day,” she affirmed in a statement. “Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally.” This strategic alliance is poised to amplify Rhode’s global footprint, transforming Bieber’s personal passion for skincare into a worldwide phenomenon.
