Hailey Bieber Says Rhode Is Not About Overconsumption
During the discussion, Fortune journalist Ellie Austin asked Bieber what she would keep out of Rhode, even if those products could sell well.
Bieber said she was not interested in encouraging overconsumption. She explained that Rhode was built around offering a smaller selection of carefully developed products.
“I really am not interested in overconsumption,” Bieber said.
She added that the beauty market already has many products. Her goal, she explained, was to create essential items that customers could use regularly.
Hailey Bieber Explains Rhode’s Original Vision
Bieber compared her approach to finding everyday wardrobe essentials, such as the perfect pair of jeans, a white T-shirt or a jacket.
She said she wanted Rhode to offer similar essentials for skincare and beauty.
The model also reflected on her years of working and travelling from a young age. She explained that she wanted reliable skincare and beauty products she could carry while travelling between jobs.
Bieber said this idea remains central to the brand today. She also stressed that she does not want to release products simply to expand the collection.
Rhode Accessories Draw Social Media Criticism
Despite Bieber’s comments, some social media users questioned whether Rhode’s product range matched her stated approach.
Critics pointed to accessories such as a phone case with a lip gloss holder and a plastic case designed to store pimple patches.
One user questioned Bieber’s comments by referring to her reported private jet use and Rhode’s beauty accessories.Wildlife Photographer of the Year 2026 Winner Revealed
Another user asked why the brand had recently introduced a case for pimple patches.
A third commenter questioned the cost of buying a separate storage case for patches that customers must purchase independently.
These reactions reflect criticism from some online users, rather than a universal response to the brand.
Hailey Bieber Says Building a Healthy Business Matters
During the conversation, Bieber also discussed her approach to running Rhode.
She said making money was not her main motivation, although she recognised the importance of maintaining a healthy business.
Bieber explained that she wants the company to grow without losing sight of its original purpose.
Her comments have prompted debate about how beauty brands can balance product expansion with claims about reducing unnecessary consumption.
Rhode’s Billion-Dollar Acquisition by e.l.f. Beauty
Rhode was acquired by e.l.f. Beauty in a deal valued at $1 billion in 2025.
Following the acquisition, Bieber took on the roles of chief creative officer and head of innovation.
The deal marked a major milestone for the brand, which began with a small range of skincare and beauty products in 2022.
As Rhode continues to grow, Bieber’s comments have renewed discussion about the relationship between beauty marketing, consumer habits and product development.Kim Kardashian Says Kanye West Made Her Feel Like a ‘Project’