Like many women who came of age in the 2010s, Bieber was a die-hard Justin Bieber fan well before she became his spouse. They dated briefly in 2015, before reuniting in 2018 and marrying in November that year. The couple welcomed their first child in August 2024.
The Rhode beauty empire
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In June 2022, Bieber joined the leagues of other celebrity beauty entrepreneurs like Rihanna, Kylie Jenner and Selena Gomez when she launched Rhode, which is her middle name.
Despite the over-saturated market of celebrity beauty brands, the business move was a shrewd one given Hailey Bieberβs ability to command fashion and beauty trends, particularly among younger audiences.
βHailey Bieber Nailsβ, for instance, topped Googleβs list of most-search terms of 2022 in the beauty category.
The skincare brand enjoyed early success for viral products like a lip tint and lip gloss phone case, while its campaigns have inspired beauty trends like βglazed donut skinβ, βvanilla girl make-upβ and βlatte-girl make-upβ.
The brand more than doubled its customer base and brought in US$212 million ($330 million) in net sales between March 2024 and March 2025, according to e.l.f.βs announcement.
As part of the sale, Bieber will remain on board as chief creative officer and head of innovation, as well as acting as a strategic adviser to both companies.
In an exclusive interview with The Business of Fashion, e.l.f. chairman and chief executive Tarang Amin said of the partnership: βWhat we saw in Rhode was another like-minded disruptor. I see Hailey as much more than a celebrity, she is one of the most thoughtful founders Iβve ever met. She has incredible instinct, a beautiful aesthetic thatβs absolutely resonating with her community.β
Whatβs going on with Hailey and Justin?
Over the past few months, the couple has been plagued by rumours of a split, largely due to Justinβs social media behaviour and growing concerns for the singerβs health.
In January this year, fans noticed Justin had unfollowed his wife on Instagram, which he later blamed on hackers.
After Bieber starred on the cover of US Vogueβs May issue, Justin reshared the image on Instagram, writing in a since-deleted caption that he once told his wife she would never make the cut:
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βYo this reminds me when Hailey and I got into a huge fight. I told hails (sic) that she would never be on the cover of vogue (sic). Yikes I know, so mean,β he wrote in the caption.
Justin later apologised for the comment.
The pop starβs former long-term girlfriend Selena Gomez has also been drawn into rumours over the marriage, including claims that Bieber βstoleβ Justin from Gomez.
Both parties have denied the separation rumours and continue to be photographed together, with Justin sharing the news of his wifeβs e.l.f. acquisition on Instagram this morning. Bieber is perplexed that interest in the state of her marriage has not dissipated.
βWell, I thought seven years in it wouldβve already, and it hasnβt,β Bieber said in an interview with USVogue .
βYou would think after having a child, people would maybe move on, chill out a little bit, but no.β
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