Hailey Bieber Reveals Who She Tests New Rhode Launches On: 'I'm ProductObsessed' Catherine SantinoOctober 15, 2025 at 4:56 AM 0 WSJ. Magazine Hailey Bieber for WSJ. Magazine. Hailey Bieber spoke toWSJ.
- - Hailey Bieber Reveals Who She Tests New Rhode Launches On: 'I'm Product-Obsessed'
Catherine SantinoOctober 15, 2025 at 4:56 AM
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WSJ. Magazine
Hailey Bieber for WSJ. Magazine. -
Hailey Bieber spoke toWSJ. Magazine about her beauty brand Rhode, sharing how she tests out new products
The model also opened up about her brand's $1 billion acquisition earlier this year
"I knew for a fact that if I'm doing this, I have to be the majority owner," Hailey told the outlet
Hailey Bieber is sharing the behind-the-scenes of her successful beauty brand Rhode.
In her cover interview for WSJ. Magazine 's Innovators Issue, published on Tuesday, Oct. 14, Bieber, 28, revealed who she turns to when testing out new products: mainly, her husband, Justin Bieber.
"I test them on my husband, I test them on my friends," she told the outlet. "I'm product-obsessed."
The model also shared why she didn't want to pursue a licensing deal or collaboration with an existing brand and instead launch her own.
"I had lent my name enough times to see how it benefited that company," she said. "I knew for a fact that if I'm doing this, I have to be the majority owner."
Additionally, Hailey explained that she wants to "be smart" with the $1 billion deal that Rhode inked earlier this year with e.l.f. Beauty. The founder shares her 14-month-old son Jack Blues with Justin and told the outlet that while it's a life-changing amount of money, she's planning on saving most of it for her son.
"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," Hailey said. "I would like to invest it wisely."
WSJ. Magazine
Hailey Bieber for WSJ. Magazine.
Rhode's $1 billion deal was announced in a press release on May 28. Per the statement, Hailey will continue her role as Rhode founder and additionally serve as Rhode's chief creative officer and head of innovation, overseeing creative, product innovation and marketing. She will also act as a strategic advisor to the combined companies.
The release also stated that Rhode was the No. 1 skincare brand in Earned Media Value in 2024, representing 367% year-over-year EMV growth.
A source told PEOPLE at the time that Hailey didn't even have to look for a buyer."This deal came to her," the source shared. "She's incredibly excited about this new step. She's proud of how far rhode has come, and she truly believes that teaming up with e.l.f will help take the brand to the next level. The resources and support they're bringing to the table are everything she's been hoping for."
WSJ. Magazine
Hailey Bieber for WSJ. Magazine.
The insider continued, "To be acquired and recognized by such a powerful global company feels like such an honor to her. She can't wait to take rhode global. She also received a generous cash payout as part of the deal."
"We can't wait to bring rhode to more faces, places, and spaces. From day one, my vision for rhode has been to make essential skin care and hybrid makeup you can use every day," Hailey shared in a statement. "Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally."
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