Hailey Bieber is "not interested in overconsumption" in the beauty industry.
The Rhode founder - who sold her business to e.l.f. Beauty in a deal estimated to be worth up to $1 billion but remains onboard as a consultant - has revealed she wants to make sure her brand only creates "perfect must-haves".
Speaking at Fortune's Most Powerful Women Summit at the Ritz-Carlton Bacara Resort in Santa Barbara, California on Wednesday (14.10.26), Bieber explained: "I really am not interested in overconsumption.
"I think the beauty space is very, very filled as it is, and the whole ethos of Rhode from the beginning was this idea of one of each thing done really well, one of everything good, which that concept for me came from the idea of you know your perfect pair of jeans, the perfect white tee, the perfect jacket, your perfect moisturizer, your perfect lip product.
"As somebody who has been working since I was 17-years-old and traveling on my own for many years, what were the must-haves I needed to have when I'm on the plane and landing straight to a job, and [what do I need] to have in my skincare must-haves and beauty must-haves, and that is still the true ethos today."
She added: "I'm not interested in putting a bunch of stuff out there just to put it out there. I actually want to make things that I need and I love, and every single product that we have put out has been something that I'm like: 'It's always in my bag, it's always traveling with me, it's always part of my routine'
"I love the idea of like on the go stuff."
Bieber also went on to insist building her Rhode brand was never about the "money".
She added: "I'm always in the meetings like: 'This isn't like about money for me'. And of course, you want to have a healthy business, and I care about having a healthy business.
"But I'm somebody who doesn't like to compromise anything that I want to do and what my gut is telling me to do and that I believe in for the sake of margin, which maybe is like the wrong thing to say, but like that is true for me."