Hailey Bieber sees herself as an "entrepreneur".

The 29-year-old star sold Rhode, her skincare and beauty company, to e.l.f. Beauty in 2025, but Hailey still has ambitious plans for the firm.

Hailey - who has remained with Rhode as the chief creative officer of the company - told TIME: "I'm an entrepreneur at the end of the day. I want to expand in business and I want to be able to do more things--but I'm definitely not in a rush."

Hailey remains determined to grow the Rhode brand, despite selling control of the company.

She said: "You hear a lot of stories that founders--they sell their business and get pushed out. Or they leave or they just get a payday and decide to move on."

Hailey has Jack, 20 months, with husband Justin Bieber, and she admits that it's been tough to grow her business while managing the responsibilities of parenthood.

Hailey - who has been married to Justin since 2018 - said: "I felt really stretched in a lot of ways.

"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."

In 2025, Hailey announced that she was selling her beauty brand in a deal worth up to $1 billion.

The model confirmed that she was selling Rhode to e.l.f. Beauty after reaching an agreement with the cosmetics company.

Hailey said in a statement at the time: "From day one, my vision for Rhode has been to make essential skin care and hybrid make-up you can use every day.

"Just three years into this journey, our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally."

Meanwhile, Tarang Amin, the CEO of e.l.f. Beauty, confessed to being impressed by Rhode's growth in a relatively short period of time.

The e.l.f. Beauty boss admitted to being shocked by the sudden rise of the Rhode brand, explaining that the "level of disruption" caught his attention.

He told CNBC: "I've been in the consumer space 34 years, and I've been blown away by seeing this brand over time."