Bieber shared her reaction to hearing about the acquisition, describing it as a surreal moment when the reality of the $1 billion deal truly sank in. She has continued to lead Rhode in her role as founder, chief creative officer, and head of innovation, overseeing the brand's creative direction, product development, and marketing, while also serving as a strategic advisor to the combined companies. She expressed pride in how Rhode has exceeded her expectations, saying that everything about the brand has gone far beyond what she ever imagined.
Rhode achieved a historic milestone in September with its launch at Sephora, marking the largest launch in the retailer's North American history. The brand reportedly sold three items per second and surpassed $10 million in retail sales in the first two days. Bieber admitted she had hoped for a strong launch but did not anticipate such immediate success, acknowledging that she initially worried that being widely available on shelves might reduce demand. The overwhelming response exceeded even her highest hopes.
A source told PEOPLE that the acquisition deal came to Bieber without her needing to seek a buyer, highlighting her excitement about this new chapter and her confidence that partnering with e.l.f. would elevate Rhode further with the additional resources and support. Her husband, Justin Bieber, has been supportive of her achievements, attending the Sephora launch and celebrating her success on social media, reinforcing the sense of pride and accomplishment surrounding Hailey's entrepreneurial journey.
