How Justin Bieber Celebrated Wife Hailey’s $1B Beauty Deal

Justin Bieber is a proud husband. On May 28, American supermodel and entrepreneur Hailey Bieber announced that her skincare brand, Rhode, has been acquired by e.l.f. Beauty in a $1 billion deal—a significant milestone in her journey. A source told PEOPLE how the 31-year-old “Sorry” singer feels about it. “He’s beyond proud,” says the source. “He’s seen how hard she’s worked from day one.”

Hailey, 28, shared the news on Instagram with a heartfelt caption. Justin, 31, posted a screenshot of her announcement to his own Instagram carousel. He didn’t add any words, but Hailey dropped a comment:
“🥹❤️.”

(Photo by Dimitrios Kambouris/Getty Images for The Met Museum/Vogue )

In her original post, Hailey wrote, “When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally.”

“So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of Rhode,” she continued. “I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do, and will help us continue to grow the brand.”

Justin Celebrates Wife Hailey’s Billionaire Status

Shortly after her business news, Justin shared a carousel — this time of sweet (and slightly cheeky) couple photos. He followed it with a zoomed-in version of the exact moment.

That wasn’t his only recent post hyping up his wife. On May 20, he posted about her first-ever Vogue cover. In the caption, Justin got real about a moment when he wasn’t so supportive.

“Yo this reminds me when Hailey and I got into a huge fight,” he wrote. “I told Hails that she would never be on the cover of Vogue. Yikes I know, so mean.”

He ended the post with a sweet apology: “So baby u already know but forgive me for saying u wouldn’t get a vogue cover cuz clearly i was sadly mistaken.”

Later, he deleted the caption and swapped it in with emojis: “🤷🫵🏻🫶🏼🥹.”

Hailey Bieber Takes Charge as Rhode’s Chief Creative Officer and e.l.f. Beauty Advisor

Hailey isn’t stepping away anytime soon. According to the official press release, she made it clear that she’s still leading the charge at Rhode. “I feel invigorated, excited and more ready than ever,” she said. She also confirmed her new titles: Chief Creative Officer, Head of Innovation at Rhode, and Strategic Advisor to e.l.f. Beauty.

She closed her caption with love for her team: “This next chapter is going to be even more incredible together! As I’ve said, this is only the beginning. 🤍.”

Speaking to Allure, Hailey reflected on the journey and said, “When you’re launching a brand, you’re just so focused on what’s right in front of you at the time. And of course, you always have really big dreams and really big goals for it. This is definitely one of those things being realized. I could have never anticipated that it would happen at this exact time.” As for teaming up with e.l.f.? “Vibes matter!”