Hailey Bieber slammed over tone-deaf comments about her billion-dollar beauty brand

| Assistant Entertainment Editor Published October 16, 2026 4:21pm Updated October 16, 2026 4:29pm Hailey Bieber has sparked backlash over comments about her billion-dollar beauty empire (Picture: Jamie McCarthy/WireImage) 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. The model has built one of the beauty industry’s most recognisable brands (Picture: @haileybieber/Instagram) ‘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.’ The entrepreneur acknowledged her privileged position while discussing Rhode’s success (Picture: TheStewartofNY/Getty Images) But some defended her, with one writing under a critical post: ‘The fact that she explicitly states what she’s talking about, and you STILL come up with your own interpretations, is concerning 😭💀’ Another wrote: ‘I think she’s making sense actually…’ 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. Critics questioned whether the brand’s elaborate accessories encourage unnecessary spending (Picture: Instagram) 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. Deals of the Day See London's Christmas lights from an open-top double-decker bus this winter My skin always suffers when the heating goes on but this serum changed that The skincare formula that finally took the guesswork out of my routine Families can save up to 20% on summer 2027 holidays in Club Med's four-day sale Cold mornings are coming and this is the dressing gown I want to live in 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. Arrow MORE: Sacha Baron Cohen’s Ali G slammed for ‘gross misogynistic’ Sydney Sweeney joke Arrow MORE: Rock band frontman announces brain tumour and will be awake during surgery Arrow MORE: Sean ‘Diddy’ Combs moved to new prison after ‘vicious’ brawl with inmate Switched On Get plugged into the week’s must-watch shows, unmissable moments, and expert reviews with Metro TV Editor Sabrina Barr.