- - Hailey Bieber Reveals She Planned to 'Never Sell’ Her Company Rhode ‘Unless It Was a Billion Dollars’

Skyler CarusoNovember 12, 2025 at 12:56 AM

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Hailey Bieber. -

Hailey Bieber opened up about selling Rhode to e.l.f. Beauty for $1 billion in May during a GQ interview published on Nov. 11

The model reflected on her decision to sell the company and shared why she chose to move forward with the deal

She also spoke about her historic Rhode launch at Sephora

Hailey Bieber is girl boss goals.

The model and entrepreneur, 28, opened up about her decision to sell her brand Rhode to e.l.f Beauty for $1 billion this past May when speaking with GQ as the magazine's seventh and final "Men of the Year" cover.

"I always said that I would never sell the company unless it was a billion dollars. I was just like, it’s going to be this or I am not doing it. That was my goal," Bieber said in the GQ interview published on Tuesday, Nov. 11.

The skincare and makeup brand founder, however, admitted that selling Rhode wasn't always her intention.

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Hailey Bieber is seen at the Rhode x Sephora launch in Times Square on Sept. 4, 2025.

"It was not always entirely my goal to sell the company," she revealed of the company known for its line of curated skincare essentials that launched in 2022.

Bieber then shared the factors that influenced her decision to sell Rhode, including "the boxes" that needed to be checked off before moving forward with the deal.

"I thought if the right opportunity came along and the right home for it came along, then I would definitely consider it," she said, adding, "And I think with e.l.f., all of the boxes that I would want to check to find a home for it, they checked them and then some."

The mom of one, who shares 14-month-old son Jack Blues with her husband, Justin Bieber, was asked about her reaction when she first found out about securing the $1 billion deal from e.l.f Beauty's acquisition of her brand Rhode in May.

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Hailey Bieber speaks onstage at "Connection in the Age of Disruption" during The Business of Beauty Global Forum 2025 presented by The Business of Fashion in June 2025.

"Of course when you hear that it’s a real thing and the number is real and that’s a real situation being put in front of you, it’s definitely like, 'Whoa. Okay. It is very cool'," she told GQ during the interview.

Bieber has maintained her role as founder of Rhode since e.l.f. Beauty acquired the brand on May 28.

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Additionally, she serves as the brand's chief creative officer and head of innovation, overseeing creative, product innovation and marketing. She will also act as a strategic advisor to the combined companies.

"For me, everything with Rhode, I have my hopes for it, and then I feel like it always exceeds my hopes and expectations," Bieber told GQ. "Everything that has happened with this brand has far eclipsed anything I could have ever dreamed of and hoped for."

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Hailey Bieber seen at the opening of her Rhode Sephora store in Times Square in New York City.

In September, Rhode had a historic launch at Sephora in what became the biggest launch in the retailer's history in North America. Roughly three Rhode items were selling per second, per WWD, and it exceeded $10 million in retail sales during its first two days at Sephora.

"I personally wasn’t expecting that to be the result," Bieber said. "Obviously, I really wanted to push it and have it be the best launch that we could have it be. I really wanted it to be the biggest launch in Sephora’s history."

"I was hopeful that we would do that and that we could do that, but I thought because it was going to be on shelves, maybe it would take away a little bit of the desire to get it so quickly, because it would be in stock and it would be in stores," she said.

"So I definitely was still surprised to see it go the way that it did," added Bieber.

Following the news of the e.l.f. Beauty acquisition in May, a source told PEOPLE that Hailey didn't even have to look for a buyer, noting, "This deal came to her."

"She’s incredibly excited about this new step," continued the source. "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's husband has been supportive of her business successes. He also attended the Sephora launch and shared sweet tributes to her on his social media.

on People

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Source: “AOL Entertainment”