Canadian pop icon Justin Bieber has publicly backed his wife, Hailey Bieber, following the announcement of a landmark $1 billion acquisition of her skincare brand, Rhode, by e.l.f. Beauty.
Hailey shared the news on Instagram, revealing that she will stay deeply involved in the brand’s future. Under the terms of the deal, she will take on the roles of Chief Creative Officer and Head of Innovation at Rhode, while also becoming a strategic advisor to e.l.f. Beauty.
Justin, 31, marked the occasion with a quiet yet supportive gesture—he reposted Hailey’s announcement without adding a caption. The repost featured her original message and a photo of Hailey, 28. While the Grammy-winning artist remained silent, the post was widely seen as a meaningful expression of pride and encouragement.
Hailey acknowledged her husband’s show of support in the comments with an emotional face emoji and a red heart, signaling her gratitude.
Fans on social media quickly jumped in with humorous takes on Justin’s caption-free post. “Bro’s in caption jail,” joked one user. Another quipped, “He said I will NOTTT say any words moving forward,” referencing previous online drama over Bieber’s past comments about Hailey’s modeling career. A third commented, “Not writing a caption but posting hers — she deff yelled at him lmao,” poking fun at the couple’s public dynamics.
Later in the day, Justin posted a second photo — this time a more personal one — showing him hugging Hailey from behind and kissing her cheek while she sat on his lap. The affectionate post was interpreted as another subtle show of love and support.
Hailey launched Rhode in 2022, and the brand quickly gained recognition for its minimalist, high-performance skincare products. It has since earned a strong following and a respected place in the competitive beauty market.
With the acquisition, e.l.f. Beauty — known for its accessible, inclusive cosmetics — aims to leverage Hailey’s creative direction to grow Rhode while maintaining its distinct identity. Industry analysts believe the deal could reshape the mid-tier skincare landscape, combining Rhode’s digital influence and clean branding with e.l.f.’s expansive reach.
