Hailey Bieber shocked the beauty industry after selling her smash-hit brand, Rhode, to e.l.f. Beauty for $1 billion three years after its launch, and she recently opened up about the deal. After the sale was disclosed, many were eager to know what the future of the brand holds.
To answer all the queries, the model appeared at the Business of Beauty Global Forum in Napa, California. She had a one-on-one conversation with executive editor Priya Rao. During the on-stage interview, the founder clarified that her cosmetics brand is here to stay and she hopes it will become a “legacy brand” in the future.
Hailey Bieber believes Rhode is ‘going to go down as one of the greats’
The acquisition of Hailey Bieber’s beauty brand, Rhode, was announced on May 28, making headlines everywhere. The model recently opened up about the deal with e.l.f. Beauty during her appearance at the Business of Beauty Global Forum on June 11.
During the interview, the model not only talked about Rhode’s future but also spoke about what her beauty brand means to her. She told Priya Rao that it is like her “baby” and she is “so precious about it.” The entrepreneur further added that although the brand is only a few years old, she believes it will make a big impact in the future.
“I know we’ve only been around for three years, and we’re still such a baby, but I do see us being a legacy brand,” Bieber told executive editor Priya Rao, according to PEOPLE. “Rhode’s going to go down as one of the greats,” she added.
For Bieber, “considering” the sale of her cosmetic brand was a “very, very big deal.” However, she knew a partnership with e.l.f. Beauty would be the right call. Recalling her first meeting with the industry giant over dinner in Los Angeles last fall, she said, “I remember walking away like, ‘They’re it,’ I knew it in my gut. We just said so many of the same things.”
According to Bieber’s Instagram post, after “partnering with e.l.f. Beauty,” the model will now “step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty.”
