Overview
- Hailey Bieber said she was “not interested in overconsumption” at Fortune’s Most Powerful Women Summit on Thursday, a remark that quickly circulated online and drew scrutiny of her Rhode brand.
- Online critics highlighted specific Rhode items — a $16 plastic case for pimple patches, a phone case with a built-in lip-gloss holder and branded charms — as examples they say show commercial excess.
- Rhode publicly states sustainability measures including vegan and cruelty-free formulations, use of post-consumer recycled materials for packaging, reusable 'Boox' shipping boxes and a returns-for-recycling program.
- Social-media amplification intensified the dispute, with a named critic posting on Instagram and AI-generated images of a fake 'Hunter x Rhode' collab spreading confusion and fueling debate.
- The episode poses a reputational risk for Rhode as a fast-growing brand owned by e.l.f. Cosmetics, and the story will hinge on whether Bieber or the company issues a detailed clarification or changes product and packaging practices.