Hailey Bieber has been accused of hypocrisy after claiming she’s ‘not interested in overconsumption’ despite selling everything from lip gloss phone cases to plastic holders for pimple patches.
The 29-year-old model, whose beauty brand Rhode was acquired in a deal worth $1billion last year, sparked a backlash following an appearance at Fortune’s Most Powerful Women Summit on Wednesday.
Speaking alongside Rhode co-founder Lauren Ratner, Bieber explained that her approach to beauty was all about keeping things simple.
‘I really am not interested in overconsumption,’ she declared.
‘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.’
She compared her philosophy to owning the perfect pair of jeans or a favourite white T-shirt, explaining that she wanted to create a small collection of beauty essentials.
‘I’m not interested in putting a bunch of stuff out there just to put it out there,’ she added.
However, critics were quick to question how that philosophy squares with Rhode’s extensive range of accessories, including a phone case designed specifically to hold lip gloss and decorative charms for its blushes.
‘So selling tiny pocket-sized blushes encased in plastic with separate keychains and charms isn’t overconsumption?’ one X user asked.
Another wrote: ‘”I’m not interested in overconsumption” girl then explain this,’ alongside a picture of the brand’s viral lip gloss phone cases.
‘Didn’t you just, as in last week, sell a case for pimple patches?’ someone else pointed out.
Another critic joked: ‘Nothing says anti-consumerism like buying a $16 case to store the patches you also have to buy separately.’
Bieber’s lifestyle also came under scrutiny, with one person writing: ‘Hailey Bieber saying she’s not interested in overconsumption while flying on PRIVATE JETS.’
The wife of Justin Bieber also raised eyebrows by insisting that money wasn’t her main motivation for running the enormously successful business.
‘I’m always in the meetings like, “This isn’t like about money for me,”‘ she said.
‘And of course, you want to have a healthy business, and I care about having a healthy business.’
She explained that she wouldn’t compromise her creative vision simply to increase profits, although she acknowledged her privileged position.
‘I think that going into building a business and having a platform is a privilege. It’s a privilege that I had going into it,’ she admitted.
But some social media users weren’t convinced.
‘Imagine being Hailey Bieber and having the audacity to say that money doesn’t matter to you when you’ve built an entire business selling an aesthetic and a lifestyle,’ one wrote.
Rhode launched in 2022 with just three products before becoming a global beauty phenomenon, culminating in its billion-dollar acquisition by e.l.f. Beauty.
Bieber remains the company’s chief creative officer and head of innovation.
And while she insists her brand is built around buying only what you need, critics appear to think a separate case for your pimple patches might be stretching that definition.