Justin Bieber Has Continued To Capitalize On The Media Scandal From Selling Hailey Bieber’s Rhode Beauty Brand To Elf Beauty For $1 Billion, To Launching Justin Bieber’s Swag Brand And Album
In a whirlwind of media attention, Justin Bieber has once again proven his knack for turning public scrutiny into opportunity. The pop superstar, now 31, has leveraged the buzz surrounding his wife Hailey Bieber’s monumental $1 billion sale of her Rhode Beauty brand to e.l.f. Beauty to propel his own ventures, including the launch of his new fashion brand, SKYLRK, and his surprise album, Swag. This strategic move showcases Bieber’s ability to navigate the complexities of fame, controversy, and business with a calculated finesse that keeps him at the forefront of pop culture.
The saga began in late May 2025, when Hailey Bieber announced that her skincare and makeup brand, Rhode, founded in 2022, was acquired by e.l.f. Beauty for a staggering $1 billion. The deal, comprising $800 million in cash and stock and a potential $200 million earnout based on future growth, marked a significant milestone for the 28-year-old model and entrepreneur. Rhode, which reported $212 million in net sales for the 12 months ending March 2025, has been a runaway success, fueled by Hailey’s massive social media presence—55 million Instagram followers and 15 million on TikTok—and her carefully curated “clean girl” aesthetic. The acquisition, which will see Rhode products expand into Sephora stores in the U.S., Canada, and the U.K., was celebrated by Hailey as a “new chapter” for the brand, with her continuing as chief creative officer and head of innovation.
While Hailey’s business acumen was widely praised, the deal also sparked a wave of speculation about the couple’s financial and personal dynamics. Reports surfaced suggesting Justin had faced financial challenges, including a $200 million sale of his music catalog in 2022 and the cancellation of his 2022 Justice World Tour due to health issues, which reportedly cost him $31.5 million. These claims, coupled with rumors of marital strife, created a media storm that Justin deftly turned to his advantage. Rather than shying away from the spotlight, he used it to fuel the launch of his latest projects.
On July 11, 2025, Bieber surprise-released his seventh studio album, Swag, a 21-track project that blends R&B influences with introspective lyrics addressing his marriage, mental health, and media scrutiny. The album, his first since 2021’s Justice, features tracks like “Walking Away,” where he reaffirms his commitment to Hailey, singing, “You were my diamond / Gave you a ring / I made you a promise / I told you I’d change.” Another standout, “Go Baby,” nods to Hailey’s Rhode brand with the line, “That’s my baby, she’s iconic, iPhone case, lip gloss on it,” referencing her viral lip gloss-holder phone case. The album’s release was accompanied by a series of cryptic billboards and social media posts, a marketing tactic that sent fans into a frenzy and revived the “Belieber” community.
Simultaneously, Bieber unveiled SKYLRK, a new streetwear fashion brand that builds on the playful, bold aesthetic of his previous venture, Drew House. Like Rhode, SKYLRK has benefited from cross-promotion with Hailey, who has been spotted wearing its pieces, including a leather bomber jacket, on social media. Sources close to the couple suggest Hailey is playing a significant role in SKYLRK’s creative strategy and product development, leveraging her experience from building Rhode into a billion-dollar brand. This collaboration has further blurred the lines between their personal and professional lives, with Hailey’s influence helping to position SKYLRK as a lifestyle brand that resonates with Gen Z and millennial audiences.
The timing of these launches, hot on the heels of the Rhode sale, has led some to speculate that Bieber orchestrated the media narrative to maximize attention. Posts on X have echoed this sentiment, with users noting that the couple’s high-profile moves seem calculated to dominate headlines. One user remarked, “It’s really the Bieber’s world and we just live in it,” highlighting their ability to command attention across music, fashion, and beauty industries. Critics, however, have pointed to the couple’s history of using controversy as a branding tool, with some questioning whether Justin’s recent health concerns and public appearances were strategically amplified to generate sympathy and buzz.
Despite the skepticism, there’s no denying the Biebers’ business savvy. Hailey’s Rhode deal not only solidified her status as a beauty mogul but also provided a financial cushion that likely supports Justin’s new ventures. Meanwhile, Justin’s Swag album has already topped charts globally, and SKYLRK is gaining traction as a must-have streetwear label. Their ability to intertwine their brands—Rhode’s lip gloss cases inspiring SKYLRK’s aesthetic, and Justin’s music celebrating Hailey’s success—demonstrates a synergy that keeps them relevant in an ever-evolving industry.
As the Biebers navigate their next chapter as parents to their newborn son, Jack Blues, born in August 2024, they continue to redefine what it means to be a power couple. Justin’s strategic use of media scandals, from Rhode’s billion-dollar sale to his own creative resurgence, proves that he remains a master of reinvention, turning challenges into opportunities with a swagger that’s uniquely his own.
