Businesswoman and supermodel Hailey Baldwin Bieber, known for her clear, glass-like skin, crashed the internet last month and shocked fans globally with the news of selling her beloved company Rhode to American company e.l.f. (eyes.lips.face) for 1 billion dollars.

Even though the deal was highly successful and it marked a pivotal turning point in her entrepreneurial journey, it left many curious and pondering about her decision to sell the popular brand Rhode that was founded under her middle name, Rhode, in 2022. In Napa, California, at the Business of Beauty Global Forum, Bieber contemplated her evolving beauty kingdom and talked about her next business venture, surprising consumers and beauticians around the world.

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She expressed, “Rhode is like my baby; I’m so precious about it. The idea of ever even considering was a very, very big deal to me.” “I remember walking away like, ‘They’re it’. I knew it in my gut. We just said so many of the same things,” she remembered as she was recalling her meeting with e.l.f. heads she highlighted felt confident enough to go through with the beauty acquisition with e.l.f.

“I am Rhode and Rhode is me,” she added, “It’s not just about the product, it’s the whole entire world of Rhode.”

Bieber ended by saying, “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. Rhode’s going to go down as one of the greats”