Nearly one year after Hailey Bieber sold her skincare and beauty brand Rhode to e.l.f. Beauty in a $1 billion deal, the 29-year-old entrepreneur is opening up about what's next.
In an interview with TIME published April 30, Bieber made it clear she has no plans to slow down. "I'm an entrepreneur at the end of the day," she said. "I want to expand in business and I want to be able to do more things—but I'm definitely not in a rush."
While she teases diversifying her portfolio eventually, her immediate focus remains on Rhode. The brand plans to expand into all European countries by early fall, with further growth targeted for South America, specifically Brazil—a nod to her mother Kennya Baldwin's homeland.
Bieber pushed back against the notion that founders who sell their companies often fade away. "You hear a lot of stories that founders—they sell their business and get pushed out," she noted. "Or they leave or they just get a payday and decide to move on."
Balancing motherhood, marriage, and business hasn't been easy. Bieber—mom to 20-month-old son Jack with husband Justin Bieber—admitted she felt stretched thin in the year leading up to the May 2025 sale. "There's a lot of change happening all at once. It really showed me as a woman, as a businesswoman, as an entrepreneur, as a mom, as a wife, as a friend—really what my capacity was."
Despite the challenges, Bieber says she's proud of her achievements and excited for the future. "I say to my friends all the time: couldn't pay me to go back to being 20 for a day," she said. "There's nothing there for me. Can't wait to turn 30 and continue to see what's in store."