Justin Bieber shares affectionate photo with spouse Hailey
Justin Bieber and his wife Hailey Bieber have publicly demonstrated their unity as Hailey announced the sale of her beauty brand Rhode to cosmetics giant e.l.f. Beauty.
On May 25, 2025, the Grammy winner, 31, and Hailey, 28, shared an Instagram carousel featuring intimate photos of the couple. One image depicted Hailey smiling as she sat on Justin's lap, with her husband affectionately embracing her. Another photo showcased a close-up of their affectionate display.
In a subsequent announcement, Justin and Hailey disclosed the partnership between Hailey's skincare brand Rhode and e.l.f. Beauty. According to the agreement, e.l.f. Beauty will invest $600 million in cash and $200 million in stock upfront, while additional earnout payments equaling $200 million are contingent on the brand's growth over the following three years.
Hailey referred to her excitement about expanding Rhode's global reach in her Instagram caption. She expressed gratitude for the opportunity to collaborate with e.l.f. Beauty, while continuing to serve as Founder, Chief Creative Officer, and Head of Innovation for Rhode. In her new roles, Hailey will oversee creative direction, product innovation, and marketing, as well as offer strategic guidance to e.l.f. Beauty.
Rhode, founded by Hailey in 2022, has experienced substantial growth in the beauty market, generating $212 million in revenue during the 12 months ending March 31, 2025. The collaboration with e.l.f. Beauty will allow Rhode to expand its retail presence, starting with availability at Sephora stores, marking its debut in brick-and-mortar retail locations.
The acquisition of Rhode by e.l.f. Beauty highlights the burgeoning market for celebrity-founded beauty brands, which have experienced considerable growth in recent years, growing at a faster pace than the overall beauty industry. Rhode is viewed as a disruptive force with a promising future, particularly after securing the backing of e.l.f. Beauty.
Fashion news headlines may feature the exciting collaboration between Justin and Hailey Bieber's beauty brand Rhode and e.l.f. Beauty, marking a significant move in the celebrity-founded beauty industry. With this partnership, pop-culture enthusiasts and entertainment lovers might also follow Hailey's journey as she takes on new roles within Rhode, leveraging her experience in creative direction, product innovation, and marketing, all while continuing to influence pop-culture trends.
