Hailey Bieber’s billion-dollar triumph raises concerns about Justin Bieber’s behavior

Hailey Bieber is enjoying a defining moment in her career. Within days, the model-turned-entrepreneur secured a $1 billion deal for her skincare brand, Rhode, and graced the cover of Vogue, signalling her arrival as a major player in the beauty industry.

But even amid her success, much of the public focus has shifted once again to her husband, Justin Bieber—this time over renewed concerns about his health and increasingly erratic behaviour.

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.”

In recent weeks, Justin’s behavior has included posting cryptic Instagram photos to his 294 million followers—ranging from a heartfelt tribute to Hailey’s business triumph to a shirtless photo beside a bong and an image of him groping her. While some saw his congratulatory post as a sign of growth, others criticized it as tone-deaf amid his wife’s historic milestone.

“In my professional opinion, I do think this was poorly executed,” said Nabeela Aysen, a crisis communications expert based in New York. “His team should’ve reviewed that post. It distracted from Hailey’s achievement and reignited concerns about his state of mind.”

The situation has sparked questions about the pop star’s support system and whether he’s listening to professional advice at all. “The real question here is: Where is his team? Are they afraid to push back? Or are they advising him, and he’s just not listening?” Aysen asked.

Justin’s team has remained tight-lipped, offering little direct comment. Hailey, too, has stayed largely silent, celebrating Rhode’s massive success without her husband publicly at her side—a move that has only added fuel to the speculation.

The couple, who wed in 2018 and later held a star-studded celebration in 2019, has previously been open about the challenges of married life. In 2021, Justin told GQ that the first year of marriage was “really tough” due to unresolved trauma and a lack of trust. Hailey also described their relationship as a learning process, telling Ellen DeGeneres that she was taking it “one day at a time.”

Clinical psychologist Dr. Chloe Carmichael notes that the power dynamics in the relationship may be shifting. “Since Justin was a child, that was his identity: to be a wildly successful musician,” she said. “Now, with Hailey stepping into a powerful new role in the beauty industry, it would be natural for some growing pains to emerge.”

Justin, who stepped away from music in 2019, citing deep-rooted personal issues, has since appeared increasingly distant from the spotlight. His fans, collaborators, and even former songwriting partners have expressed concern. “Whatever he’s going through, I pray for him and hope he’s OK,” said Poo Bear, who co-wrote some of Bieber’s biggest hits.

With Hailey entering her prime and Justin continuing to worry fans with his unpredictable behaviour, their story has evolved from a celebrity romance to a tale of two trajectories: one rising, one uncertain.

As Hailey basks in the glow of a billion-dollar beauty deal, the question hanging over fans and industry insiders alike remains: What’s really going on with Justin Bieber and can he find his way back to stability?