Tarang and Hailey’s excitement to be working together is tangible even through a Zoom thumbnail—though that’s to be expected of any two people who just made a deal as potentially lucrative as this one.
Hailey says she’s felt confident about the Elf team as business partners and as people since meeting them. “Vibes matter,” Hailey says. She believes her new investors are, for lack of a better word, invested in her as a creative force (again, not a surprising thing for someone to say of an entity that’s now funding their company). “[The E.L.F. team] care about founders and… supporting [my] vision and giving their resources to take it to the next place.”
The first next place is Sephora. As it was announced just a week ago, Rhode will be expanding beyond its DTC model and arriving on the beauty retailer’s digital and brick-and-mortar shelves this fall.
“I’m super excited,” says Hailey reminding me that Rhode has also done plenty of its own in-person pop-up experiences. “I think we’ll probably still play in that space. But we’re really focused on Sephora right now.”
That doesn’t mean there isn’t a lot more for Hailey to do now that Rhode is joining the Elf umbrella. In fact, her role is set to expand, even trickling over to other parts of Elf.
“I’ll be the chief creative officer and head of innovation at Rhode and advisor to Elf Beauty,” Hailey says. “I feel like at this very moment in time, my vision has not been more clear to me. I want to expand globally, and I have so many more dreams and goals that I want to be realised. And I really believe that Elf is going to help us get there.”
My last question about the immediate future of Rhode was whether this new partnership could mean a crossover collection with Elf Cosmetics. When asked, Hailey offers a broad, sly smile. Tarang responds, “Well, that’ll depend on our strategic advisor.”
In other words: If Hailey Bieber wants it, we’ll all get it.
“I’m always open to seeing how we can innovate together. I mean, that is the whole point of all of this,” she says. “I would say nothing’s off the table.”
This article originally appeared on Allure.