Max Rhodes worked at Bain and then spent five years at Square, where he led product for Square Cash and Caviar. He has no MBA. In 2016 or 2017 he and three former Square colleagues started Indigo Fair, later renamed Faire.
He has told Sequoia Capital that he worked 12-hour days, seven days a week, in the first year, then six days. By the end of that year he was not in a good place and took time off to recover.
Faire went after small independent shops that wanted to buy from emerging brands without minimums and phone calls. Retailers rejected an early pitch that a computer could pick products for them, so the company dropped it.
Faire reached a $1 billion valuation in 2019 and about $12.4 billion in 2022. A tender offer in November and December 2025 valued it at $5.2 billion.