Hailey Bieber is opening up about what she plans to do with the $1 billion she earned from selling her beauty brand Rhode to e.l.f. Beauty earlier this year.
The 28-year-old model and entrepreneur told WSJ. Magazine that most of the fortune will be invested for the future of her one-year-old son, Jack Blues, whom she shares with husband Justin Bieber.
“I want to preserve that for my son’s future. It’s an amount of money that I have not dealt with before, so I just want to be smart with it,” she said, adding that she hopes to invest it wisely.
Rhode Sale to e.l.f. Beauty and Hailey’s Ongoing Role
The sale of Rhode, which Hailey launched in 2022, was finalized in May 2025.
Despite the acquisition, she will remain deeply involved with the brand, serving as Rhode’s chief creative officer and head of innovation, overseeing everything from product development to marketing.
She will also act as a strategic advisor to e.l.f. Beauty, helping to guide the combined companies’ vision.
“From day one, my vision for Rhode has been to make essential skincare and hybrid make-up you can use every day,” Hailey said.
“Partnering with e.l.f. Beauty gives us an incredible opportunity to reach more people with innovative products and expand globally.”
Family First: Protecting Her Child’s Privacy
Hailey also explained why she doesn’t share her son Jack Blues’ face on social media.
“Until your child can understand it and it’s possible to have a conversation around it, I have no interest in putting him out there in any way,” she stated, emphasizing her commitment to protecting his privacy.
Passion for Product Development
Hailey admitted that she’s hands-on with Rhode’s products, often testing them on her husband Justin and her friends.
“I test them on my husband, I test them on my friends.
I’m product-obsessed,” she said, highlighting her dedication to ensuring quality and innovation.
Her decision to launch Rhode independently stemmed from her desire for majority ownership, rather than lending her name to an existing company.
“I had lent my name enough times to see how it benefited that company.
I knew for a fact that if I’m doing this, I have to be the majority owner,” she explained.
Rapid Growth and Industry Praise
Rhode’s success has been swift and remarkable. In less than three years, the brand achieved $212 million in net sales with just ten direct-to-consumer products.
Tarang Amin, CEO of e.l.f. Beauty, said the brand’s meteoric rise and disruptive approach immediately caught his attention.
“I’ve been in the consumer space 34 years, and I’ve been blown away by seeing this brand over time.
That level of disruption definitely caught our attention,” Amin told CNBC.
Hailey’s combination of vision, ownership, and dedication to her craft has helped Rhode become one of the fastest-growing beauty brands in the market — a testament to her savvy business sense and creative leadership.