Hailey Bieber announced on Wednesday, May 28, that rhode was acquired by e.l.f. for $1 billion
She then posted an Instagram celebrating the brand’s new chapter, and thanked her rhode team and community
Justin then screenshotted her Instagram post and proudly shared it to his profile
Justin Bieber is celebrating Hailey Bieber’s latest business accomplishment!
On Wednesday, May 28, Hailey, 28, announced that her beauty brand, rhode, was acquired by e.l.f. cosmetics for $1 billion. Hailey also shared the news on Instagram, where she elaborated on the big business decision.
Justin, 31, then screenshotted her announcement and added it to a carousel. He also included a screenshot of her Instagram caption, although he didn’t add his own comments.
“🥹❤️,” Hailey wrote in the comment section.
Justin Bieber/Instagram
Justin Bieber May 28, 2025 Instagram
“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,” Hailey’s caption began.
“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,” Hailey 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.”
“I feel invigorated, excited and more ready than ever,” she explained, adding that she will now serve as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty.
She then thanked her rhode team and the “supportive” rhode community. “This next chapter is going to be even more incredible together! As I’ve said, this is only the beginning. 🤍.”
The businesswoman also spoke to Allure about the news, saying, “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.”
She added about her decision to pair with the e.l.f. team, “Vibes matter!”
e.l.f
Tarang P. Amin and Hailey Bieber
Justin’s celebratory Instagram post follows a different Instagram carousel that he uploaded on Wednesday, May 28.
In one of the photos, Hailey is sitting on her husband’s lap, smiling from ear to ear. The “Baby” singer is captured smiling, with his chin on the side of Hailey’s face, while he grabs her boobs. The next slide was a zoomed-in version of the same photo.
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The musician’s recent Instagram photo comes after his Tuesday, May 20, posts, celebrating his wife’s first-ever Vogue cover. Initially, Justin shared photos from the shoot with a caption that revealed he once told Hailey she would “never be on the cover of Vogue.”
“Yo this reminds me when Hailey and I got into a huge fight,” he began in the caption. “I told hails that she would never be on the cover of vogue. Yikes I know, so mean.”
He concluded the post with an apology to Hailey saying, “So baby u already know but forgive me for saying u wouldn’t get a vogue cover cuz clearly i was sadly mistaken.”
But, he later deleted the caption, replacing it with a series of emojis reading, “🤷🫵🏻🫶🏼🥹.”
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