Hailey Bieber reveals reason behind selling her skincare line

The billionaire founder, Hailey Bieber, has a strategic business plan while selling her popular skincare and makeup brand, Rhode.

Recently, while speaking with GQ, the model and entrepreneur revealed the reason behind her decision to sell her skincare and makeup line to e.l.f. Beauty for $1 billion, earlier this year, in May.

"I always said that I would never sell the company unless it was a billion dollars,” Bieber said. “I was just like, it’s going to be this or I am not doing it. That was my goal.”

In the GQ interview published on Tuesday, November 11, the skincare and makeup brand founder admitted that she didn’t initially intend to sell Rhode.

"It was not always entirely my goal to sell the company," she revealed; however, she said that what influenced her decision to sell Rhode included the requirements that had to be completed before the deal could proceed.

"I thought if the right opportunity came along and the right home for it came along, then I would definitely consider it," she added. "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."

Bieber launched her Rhode skincare brand in 2021 with an initial investment of around $1 million. In May 2025, she sold it to e.l.f. Beauty for $1 billion.

RELATED: Hailey to follow in husband Justin Bieber's footsteps: Internet reacts