American model Hailey Bieber sold her makeup brand, Rhode, for a staggering $1 billion to focus on her husband Justin Bieber’s clothing line, SKYLARK, it has been revealed.
According to a report by RadarOnline, a source close to the model said that Hailey sold Rhode to e.l.f. for ‘a massive payday’.
The insider added: “She is now turning her full attention to SKYLRK. Hailey will be actively involved in cross-promotion, creative strategy, and even product development for Justin’s brand.”
The source continued: “She built Rhode into a billion-dollar brand, cashed out at the peak, and now she's using that momentum to help launch Justin's next chapter. She is trying to be a mogul and she’s well on her way.”
Justin Bieber is reportedly grappling with financial challenges.
He previously sold his 300-song catalog to Hipgnosis Song Capital for $200 million.
“Selling this catalog was like selling a part of himself. But given the choices he’s made, he had no options,” the insider said, adding that the singer is still spending money rapidly.
Hailey and Justin Bieber tied the knot in 2018 and recently welcomed their first child, a son named Jack Blue Bieber.
According to a previous report, even amid Hailey's success, much of the public focus shifted once again to her husband.
The 30-year-old pop star, who has faced past struggles with mental health and substance abuse, is under intense scrutiny following a series of unsettling online posts and a new TMZ documentary on Hulu that explores his troubling behaviour.
While the Biebers have long denied persistent rumors of marital tension, many believe Justin’s latest actions are a red flag.
“What’s going on right now with Justin Bieber is not a full-blown crisis, but the early-warning system lights are definitely flashing,” said Evan Nierman, CEO of a global crisis PR firm. “The contrast between them now is glaring and jarring, and that’s why there is so much public discussion about him.”