Bieber’s beauty brand Rhode has grown in popularity since launching online in June 2022.. 

This May, makeup giant E.l.f. Beauty announced it was acquiring the beauty brand for $1 billion. The model and entrepreneur’s skincare line was a standout success in the increasingly competitive market of celebrity beauty.. 

Now, the new mom, who is married to celebrity Justin Bieber, said the money isn’t going to be spent right away. Instead, she wants to invest wisely so her income will live on through her son.

“I want to preserve that for my son’s future,” she told WSJ Magazine. “It’s an amount of money that I have not dealt with before, so I just want to be smart with it. I would like to invest it wisely,” Bieber said. Her son, Jack Blues, was born in August 2024. 

Despite selling her company to E.l.f. Beauty, Bieber remains deeply involved in Rhode.. In the interview with WSJ, Bieber said her team wanted a buyer who was interested in keeping her a part of its org chart. 

The entrepreneur has remained on its board as a founder and chief creative and innovation officer, and has also joined E.l.f. Beauty as a strategic adviser—lending ideas to the makeup giant. E.l.f. Beauty has an estimated market cap of $7.7 billion.   

Plus, Bieber has a loyal business team, reportedly working with the same business manager since she was 19. By March of this year, the brand said it had hit $212 million in annual net sales. 

“I never wanted to sell my company and wipe my hands clean and walk away from it,” she told WSJ. “I’m still the one that’s testing all the products, I’m still the one that’s sitting in the product-development meetings.” 

Rhode Beauty today

The start of Bieber’s brand began about three years ago, and is known for making products that fit into its “clean girl” aesthetic. Its products include milky facials, lip gloss, phone cases and more. 

With other influential business friends by her side, such as the Jenner and Hadid families, her influence has grown across social media to a sea of beauty influencers. 

While Rhode has become an influential beauty brand, not every product has gone to plan. For example, the brand had to reissue and had to rebrand its peptide lip treatment after customers complained about the texture.  

Plus, E.l.f’s stock took a hit this August after President Trump’s tariffs announcement. But its CEO, Tarang Amin, told the WSJ Bieber remains committed to the brand’s success. 

“Most celebrity brands fail because it’s just a celebrity lending their name,” Amin said. “This is a real brand. She’s all in.”