What Hailey Bieber’s Billion-Dollar Rhode Sale Taught Me About Branding
- R A E
- 4 hours ago
- 5 min read
When I first saw the headlines that Hailey Bieber’s skincare and makeup brand, Rhode, had been sold to e.l.f. Beauty for up to $1 billion, I paused. Not just because of the staggering number (though let’s be honest, that alone is impressive), but because of the brilliant brand move that underpinned it.
As someone with a business background and a deep curiosity about how personal branding intersects with startup growth, I couldn’t help but see this as more than just a celebrity cashing out. To me, it was a textbook example of building something rooted in authenticity, scaling it at the right pace, and knowing when to step back — without stepping out completely.
This wasn’t just another celebrity putting their name on a product and walking away. It was the culmination of careful brand curation, strategic scaling, and a powerful reminder that when your name is the brand, every move you make is magnified. So in this article, I’m breaking down my thoughts on what this means for founders, creatives, and anyone building something with their name on the label. Whether you’re launching a side hustle or dreaming of your own empire, there’s a lot to learn here.
When Personal Branding Becomes a Business Blueprint
Let’s start with the obvious — Hailey Bieber is a global name. She’s got millions of followers, a marriage to one of the biggest pop stars on earth, and a permanent spot in the public eye. But Rhode wasn’t just riding on fame. It was built on a consistent aesthetic, a clear voice, and an identity that felt accessible and aspirational all at once.
As a business major, what fascinates me here is how seamlessly she turned her personal brand into a commercial one. Everything from the neutral packaging to the “glazed donut” skincare craze was calculated but authentic. And that matters. Because the best personal brands are the ones that feel like an extension of who you are — not just a marketing strategy.
For any brand today, especially in beauty, community matters. And Hailey tapped into that expertly. Rhode didn’t just launch products; it launched experiences — ones that people wanted to be part of. The soft-glam, minimal makeup vibe wasn’t just a trend; it was her aesthetic, translated into product form.
Growth Doesn’t Mean You Go It Alone
It’s easy to romanticize the idea of bootstrapping your business and holding onto it forever. But in reality, the most successful founders know when it’s time to bring in partners who can take things to the next level. That’s exactly what happened here.
Rhode had been gaining serious traction, with viral hits on TikTok and a fanbase that kept the products sold out more often than not. But with growth comes logistics, scaling, supply chain management, and global distribution — the kind of stuff that requires infrastructure and resources. Enter e.l.f. Beauty.
What I admire most about this move is that it wasn’t an exit; it was an evolution. Hailey is staying on as Chief Creative Officer. She’s still tied to the brand creatively, emotionally, and financially. But she’s also giving it room to grow beyond her. That’s something not a lot of founders talk about: the ability to step back just enough to let your creation reach its full potential.
From a business strategy standpoint, this is brilliant. She didn’t sell and disappear. She’s letting the brand scale while she stays involved where it matters — in the creative vision and storytelling. It’s a reminder that you can still be the heart of the brand without being in every operational decision.
Letting Go is Sometimes the Smartest Business Decision
There’s a lesson here that’s deeply personal for me. As someone who has juggled the desire to build something meaningful with the pressure to control every detail, this Rhode moment hit home. Letting go doesn’t mean giving up. It means trusting your foundation enough to allow it to grow.
Too many entrepreneurs think that ownership equals control forever. But true leadership is about building something strong enough that it can thrive without you micromanaging it. Hailey could’ve held on tighter, but she chose to partner with a company that could scale her vision. That’s not stepping back. That’s stepping forward — strategically.
And I think we need to talk about that more. Because whether it’s a beauty brand or a tech startup, the smartest founders are the ones who know when it’s time to shift from being the driver to becoming the navigator. You're still guiding the direction, but you're letting a bigger engine take the wheel.
The Power of Timing — And Knowing When to Move
What made this deal even more impressive is the timing. Rhode launched just two years ago in 2022, and within that short span, it reached $200 million in net sales and became a major player in the beauty industry. That kind of momentum doesn’t happen by chance. It’s the result of understanding the market, building hype, delivering on quality, and staying consistent with your brand promise.
So why sell now? Because the window was wide open.
e.l.f. called the brand “ready for rocketship growth.” That says it all. There’s something to be said for knowing when to take your brand from the boutique phase to the big leagues. And doing that while still holding onto equity and a key role? That’s a power move. Not to mention a wealth-building strategy that ensures Hailey benefits from the brand’s long-term success.
I often think about how difficult that moment must be — realizing that the brand you birthed is bigger than you now. But that’s also the moment when your vision starts to transcend your name. And that’s when legacy is built.
Your Brand Is Your Reputation — So Protect It
As much as this is a business story, it’s also a reputation story. Because let’s be honest: a brand with your name on it is your face, your energy, your values in product form. Hailey built Rhode carefully. It didn’t promise too much too fast. It focused on a core lineup and did it well. And more importantly, it felt like her — clean, modern, minimalist, cool-girl glam.
For anyone building a personal brand, the takeaway is this: every post, product, and partnership matters. If you want to build something that lasts, you need consistency, clarity, and control over the message. And when it’s time to scale, align with partners who understand and respect what you’ve created.
That’s how you protect your brand while still allowing it to grow. That’s how you make sure it doesn’t just become another celebrity label, but a legacy.
Final Thoughts: From Founder to Visionary
What Hailey Bieber has done with Rhode is more than just a business success story — it’s a masterclass in modern brand building. She took her personal aesthetic, turned it into a scalable brand, built a loyal following, and then made a strategic decision to scale further — without letting go of her vision.
For me, it’s a reminder that personal branding isn’t just about being visible — it’s about being intentional. It's about building trust, delivering value, and creating something that can live beyond your personal involvement while still carrying your DNA.
The smartest move isn’t always to hold on tightly. Sometimes, it’s knowing exactly when to let go — just enough — to let it grow.
And when you’ve built something rooted in authenticity, backed by strategy, and protected by your continued presence, that’s when you’re no longer just a founder. You’re a visionary.
What are your thoguhts? Are we ready for the future of Rhode? Who knows.
Love,
Rae
.jpg)