American model and entrepreneur Hailey Bieber has revealed that most of the $1 billion she made from selling her skincare brand, Rhode, to e.l.f. Beauty will go straight into securing her son’s future.
In an interview with WSJ. Magazine for its Innovators Issue, the 28-year-old said she wants to be careful with the huge sum.
“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.
Hailey shares one-year-old Jack Blue with her husband and pop star Justin Bieber, whom she married in 2018. She added that she plans to “invest it wisely.”
The Rhode founder, who launched the brand in 2022, sold it to e.l.f. Beauty earlier this year in a deal reportedly worth up to $1 billion. Despite the sale, Hailey will continue as the Chief Creative Officer and Head of Innovation, overseeing creative direction, product development, and marketing.
Explaining why she prefers to keep her child out of the spotlight, Hailey said:
“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 also revealed that her husband, Justin, often helps test Rhode products.
“I test them on my husband, I test them on my friends. I’m product-obsessed,” she said with a laugh.
Hailey explained that after years of lending her name to other brands, she wanted full ownership of her own venture.
“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.”
Since the sale, Hailey has continued to play an active role in Rhode’s growth as a strategic advisor to the combined companies — proof that her billion-dollar success isn’t slowing her down, just becoming more intentional.