Justin Bieber is living proof that love and business can mix with his reaction, especially when your wife just scored a $1 billion deal.
On May 28, Hailey Bieber announced that her beauty brand, Rhode, was officially acquired by e.l.f. Beauty in a massive $1B partnership. Hailey, now 28, went public with the news in a heartfelt Instagram caption that had fans and fellow celebs cheering her on. But of course, Justin had his own unique way of showing support, and yeah, it involved some major PDA.
Hailey’s announcement was pure boss energy. She wrote, “When I launched @rhode in 2022, I always had big dreams for the company,” adding that the most important part of the journey was expanding Rhode’s reach around the world. And now, with e.l.f. Beauty on board, she’s ready to go even bigger. “I found a like-minded disruptor with a vision to be a different kind of company,” she shared. Hailey’s taking on some major new titles too: Chief Creative Officer, Head of Innovation at Rhode, and strategic advisor to e.l.f. Beauty. Big titles. Big moves. Big money.
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Hailey didn’t stop there, she thanked her Rhode team and the loyal community that backed her from day one. “This next chapter is going to be even more incredible together,” she wrote. “As I’ve said, this is only the beginning.” And in a chat with Allure, she admitted that she never expected it to happen quite like this. “Of course, you always have big dreams… but I could have never anticipated that it would happen at this exact time.” She also had a classic Hailey reason for partnering with e.l.f.: “Vibes matter!”
Now cue Justin. After Hailey dropped the billion-dollar bomb, Justin reposted the announcement slide to his own Instagram carousel. He didn’t add a caption, just included a screenshot of Hailey’s words and quietly backed his wife’s huge win. Hailey jumped into the comments with a soft “🥹❤️,” giving fans one more reason to swoon over their bond.
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But that wasn’t the only moment Justin shared that day. Earlier on May 28, he uploaded a different carousel, a PDA-heavy photo that raised eyebrows and got the internet talking. In one of the pics, Hailey’s seen sitting on Justin’s lap, smiling wide as he wraps his arms around her and grabs her chest. Yep, full-on handsy husband energy. The next slide zoomed in on the exact same moment, like he really wanted people to see it. Subtle? Not at all. But very on-brand for the Biebers.
This super touchy post came just a week after another viral Justin moment. On May 20, he posted snaps from Hailey’s Vogue shoot, her first-ever Vogue cover, and made a shocker of a confession. “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.” Fans were stunned, but he followed up with an apology: “So baby, you already know, but forgive me for saying you wouldn’t get a Vogue cover, because clearly I was sadly mistaken.”
Later though, he deleted that whole caption and swapped it with a set of emojis: “🤷🫵🏻🫶🏼🥹.” Honestly, it’s classic Bieber, sweet, silly, and slightly chaotic.
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So yeah, in the span of one week, Hailey Bieber went from proving her husband wrong with a Vogue cover to cashing in with a $1 billion beauty deal. And Justin? He went from making PDA posts to quiet reposts to emotional emoji edits, all while making sure the world knows he’s proud, supportive, and still a little unpredictable.
Whether it’s business, fashion, or bold Instagram dumps, the Biebers keep finding ways to make headlines. And judging by Hailey’s caption, “this is only the beginning”, we haven’t seen anything yet.
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