Canadian pop star Justin Bieber publicly supported his wife Hailey Bieber following her landmark deal to sell her skincare brand Rhode to e.l.f. Beauty, a transaction reportedly valued at $1 billion.
The announcement came earlier in the day through Hailey’s Instagram, where the model and entrepreneur revealed her transition into a new leadership role with the brand. Under the agreement, she will serve as Chief Creative Officer and Head of Innovation at Rhode, while also taking on the position of strategic advisor to e.l.f. Beauty.
Justin Bieber, 31, celebrated the milestone with a silent but telling gesture — a repost of his wife’s announcement post without any added caption. The screenshot featured Hailey’s original statement alongside a portrait of the model, 28. Although the Grammy Award-winning singer refrained from verbal commentary, his subtle move was widely interpreted as a show of pride and encouragement.
Hailey responded in the comments section with an emotional face emoji and a red heart, signaling appreciation for her husband’s understated support.
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However, fans on social media were quick to react with humour to the singer's decision to skip a caption. “Bro’s in caption jail,” one user joked, while another commented, “He said I will NOTTT say any words moving forward,” alluding to previous online criticism Bieber faced over a remark about Hailey’s modeling career.
A third added, “Not writing a caption but posting hers — she deff yelled at him lmao,” suggesting playfully that Bieber may have opted for caution amid past controversies involving his comments on Hailey’s professional accomplishments.
Later in the day, Bieber shared a second photo — a more intimate one — in which he is seen embracing Hailey from behind and planting a kiss on her cheek as she sits on his lap. The post was perceived as another quiet but affectionate gesture of support.
The sale of Rhode, which launched in 2022, marks a significant move in Hailey Bieber’s entrepreneurial journey. The brand has been widely recognised for its minimalist skincare line and has gained a loyal following in the beauty industry.
e.l.f. Beauty, a publicly traded cosmetics giant known for affordable and inclusive products, is expected to leverage Bieber’s creative vision to expand Rhode’s market presence while preserving its core identity.
Industry experts suggest that the acquisition could reshape the mid-tier skincare market, with Rhode’s clean aesthetic and social media savvy serving as valuable assets for e.l.f.'s broader portfolio.
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