New York, October 16, 2025 – In a candid revelation that underscores her shift from supermodel to savvy business mogul, American entrepreneur Hailey Bieber has disclosed that the lion's share of her staggering $1 billion windfall from selling her skincare empire, Rhode, to e.l.f. Beauty will be earmarked exclusively for her one-year-old son's financial security. The 28-year-old, speaking exclusively to WSJ. Magazine for its prestigious Innovators Issue, emphasized a deliberate approach to managing the unprecedented sum, marking a pivotal moment in her post-sale life.
“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,” Bieber stated in the interview, her words carrying the weight of newfound responsibility. She shares little Jack Blue Bieber with her husband, global pop icon Justin Bieber, whom she wed in a whirlwind ceremony in 2018. The couple, long synonymous with high-profile glamour, appears to be entering a phase of quiet intentionality, with Hailey prioritizing legacy over lavish spending.
The deal in question, finalized earlier this year, valued Rhode at up to $1 billion, catapulting Bieber into the ranks of beauty industry's elite dealmakers. Launched in June 2022 amid the post-pandemic skincare boom, Rhode quickly disrupted the market with its minimalist, peptide-packed products like the bestselling Glide Glide Lip Treatment and Barrier Restore Cream. What began as a passion project in Bieber's kitchen has since amassed over 2 million Instagram followers and generated tens of millions in annual revenue, according to industry estimates from NielsenIQ. Yet, despite the blockbuster sale, Bieber isn't stepping away: she retains her roles as Chief Creative Officer and Head of Innovation at the newly merged entity, steering creative direction, product development, and marketing strategies.
This continuity reflects a broader trend in celebrity-backed brands, where founders like Bieber leverage acquisitions for scale without sacrificing control. E.l.f. Beauty, the affordable cosmetics powerhouse known for its viral TikTok hits and $1 billion market cap, acquired Rhode to bolster its premium segment. The synergy is evident: Rhode's clean, elevated aesthetic complements e.l.f.'s accessible ethos, potentially unlocking a combined $2.5 billion in retail sales by 2027, per analyst projections from Barclays.
Bieber's maternal instincts shone through when discussing her approach to fame's glare. “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 affirmed, a stance that echoes her own guarded upbringing under the shadow of her father, actor Stephen Baldwin. Jack Blue, born in August 2024 via surrogate after years of fertility struggles publicly shared by the couple, represents a hard-won milestone. Justin Bieber's emotional Instagram post announcing the birth—"Jack Blues is here"—garnered 15 million likes, yet Hailey has since enforced a strict no-photos policy, shielding him from paparazzi and social media scrutiny.
Behind the scenes, family involvement extends to Rhode's inner workings. Bieber revealed with a lighthearted laugh that her husband serves as an unwitting product tester: “I test them on my husband, I test them on my friends. I’m product-obsessed.” This anecdote humanizes the power couple, whose combined net worth now exceeds $300 million, per Forbes. Justin, fresh off a Grammy-winning album Justice and his own Rhode Glazing Milk collaboration, has long championed Hailey's ventures, even modeling the brand's Peptide Lip Treatment in a 2023 campaign that racked up 50 million views.
Reflecting on her entrepreneurial odyssey, Bieber traced Rhode's origins to a frustration with transient endorsements. “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. Her resume boasts collaborations with Tommy Hilfiger, Levi's, and Victoria's Secret, but Rhode marked her first full-ownership stake—a 100% controlling interest until the sale. This insistence paid dividends: Rhode hit $100 million in sales within 18 months, outpacing Kylie Jenner's Skinnydip and Lady Gaga's Haus Labs in velocity, according to Beauty Independent data.
The beauty sector's evolution provides crucial context for Bieber's triumph. Valued at $580 billion globally in 2024 (Statista), the industry has seen a 15% CAGR since 2020, fueled by Gen Z's demand for "clean" formulations and influencer authenticity. Celebrity brands, once dismissed as vanity projects, now command 20% market share, with acquisitions like Rhode-e.l.f. mirroring L'Oréal's $2.5 billion takeover of Aesop. Bieber's edge? Relatability. At 5'7" with a signature monolingual brow and effortless vibe, she embodies "cool girl" beauty, amassing 52 million Instagram followers who view her as peer, not pedestal.
Post-sale, Bieber's role as strategic advisor to the e.l.f.-Rhode conglomerate signals no slowdown. She's already teasing expansions: a Rhode x e.l.f. hybrid line launching Q1 2026, blending Rhode's hyaluronic acid tech with e.l.f.'s $4 dupes. “This isn't an exit; it's amplification,” she told WSJ., hinting at sustainable sourcing initiatives, including Rhode's partnership with 1% for the Planet, which has donated $5 million to ocean conservation since 2023.
Financially, her "wise investment" pledge aligns with expert advice for windfall recipients. Wealth advisors from UBS recommend diversified portfolios—60% index funds, 20% real estate, 10% alternatives like venture capital—for long-term preservation. For Jack Blue, this could mean a trust yielding 7-8% annual returns, potentially growing to $10 billion by 2070, adjusted for inflation. Bieber's caution stems from industry pitfalls: 70% of celebrity brands fail within five years (Harvard Business Review), often due to overextension. Her majority-ownership clause in the sale ensured an 80% payout upfront, with performance bonuses tied to milestones like 50% YoY growth.
Beyond business, Bieber's story resonates amid shifting cultural narratives on motherhood and wealth. In an era of "quiet luxury," her choice to forgo splashy purchases—like the $25 million Beverly Hills mansion rumored post-sale—mirrors peers like Gwyneth Paltrow, who funneled Goop proceeds into family trusts. Justin's input is pivotal; his 2024 memoir Open Hearts details overcoming substance abuse, crediting Hailey as his anchor. Together, they're channeling stability into Jack's world, including a low-key Montessori setup in their $20 million LA aerie.
Critics might scoff at "nepo-baby" advantages—Hailey's Baldwin lineage opened early doors at Ford Models—but her hustle is undeniable. From waitressing in NYC at 16 to Rhode's unicorn status, she's logged 12-hour lab days, as chronicled in her 2023 Netflix docuseries Hailey's World. Peers laud her: Rhode co-founder Melanie Bender calls her "the most hands-on founder I've seen," while e.l.f. CEO Tarang Amin praises her "instinctive genius."
As Innovators Issue cover star—joining Elon Musk and Sara Blakely—Bieber embodies millennial reinvention. Her $1 billion nest egg isn't just wealth; it's a blueprint for generational equity. In her words: “This money isn't mine—it's his future.” With Rhode's star rising under e.l.f.'s umbrella, expect Bieber to redefine beauty innovation, one peptide at a time. For now, Jack Blue sleeps soundly, his tomorrow secured by a mother's foresight.
