Hailey Bieber has sold her skincare brand Rhode to E.l.f. Beauty for a staggering $1 billion, just three years after its launch. What started with three simple products—Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment—has become one of beauty’s fastest-growing names, now poised for what E.l.f. calls “rocketship growth. As part of the deal, Hailey retains her role as Founder and steps into the position of Chief Creative Officer and Head of Innovation at Rhode, solidifying her status as a formidable force in the beauty industry.
With Rhode off her plate—at least operationally—Hailey is now turning her attention to a new venture, SKYLRK, the streetwear brand helmed by husband Justin Bieber. According to a source close to the couple, Hailey will be playing a major creative role in SKYLRK’s upcoming launch
“Hailey sold Rhode for a massive payday,” the insider told the Daily Mail. “Now she’s fully focused on SKYLRK. She’s helping Justin with creative strategy and product development. It’s a calculated shift.” Hailey herself teased her involvement by posting an Instagram story wearing a leather bomber jacket with the caption: “Working on creating my favorite jacket of all time.”
Justin’s SKYLRK announcement came shortly after severing ties with his previous fashion label, Drew House, and unfollowing co-founder and former stylist Ryan Good. The split also coincided with Justin’s distancing from longtime manager Scooter Braun, amidst swirling speculation and a dramatic Instagram “unfollowing spree. SKYLRK’s first teaser—a symbolic animated video—showed Justin riding a scooter to an abandoned house (symbolic of Drew), setting it ablaze, and walking into a new future with a cartoon Hailey and a baby named Jack. The new brand’s logo flashed on screen, hinting at a fresh start—one seemingly co-piloted by Hailey.
Hailey’s ability to scale Rhode into a billion-dollar beauty powerhouse is now expected to benefit SKYLRK’s creative vision and business strategy. Her hands-on approach—from cross-promotion to product development—marks her transition from beauty mogul to full-fledged brand architect. “She’s using the momentum of Rhode’s success to build something even bigger,” said the insider. “She wants to be seen as more than a model or influencer—she’s becoming a true business force.”
Despite their public success, Justin and Hailey have recently faced intense scrutiny about their marriage. Speculation about marital strain surfaced earlier this year, amplified by Justin’s gaunt appearance during a livestream and rumors of financial troubles, including an alleged $8 million debt to Scooter Braun after canceling his Justice tour.
Justin’s oddly backhanded congratulatory post about Hailey’s Vogue cover didn’t help. In the post, he admitted once telling her she’d “never be on the cover of Vogue” during a heated argument. “So baby, you already know,” he wrote, “but forgive me for saying that… I was sadly mistaken.” Once seen as the adoring wife in Justin’s shadow, Hailey has now firmly stepped into her own spotlight. The Rhode deal not only underscores her business acumen but also shifts public perception—from “nepo baby” to savvy entrepreneur
While Justin battles PR storms and financial disputes, Hailey’s rise has been swift and strategic. And though some fans are now urging her to “divorce and conquer,” the couple seems to be leaning into their image as a power duo, navigating fame, business, and love on their own terms.