The unreported REAL reason Hailey Bieber sold her Rhode makeup brand for $1 billion... and why it will spark a 'calculated shift' in her marriage, told by insiders
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Hailey Bieber struck a massive deal last week after agreeing to sell her beauty brand Rhode to E.l.f. Beauty for a whopping $1 billion.
Not only did the acquisition reflect the significant growth of Hailey's makeup and skincare line in just three short years, but it also signaled that the nepo baby model-turned-mogul may have more up her sleeve than just blush and lip balms.
Now, according to an insider, Hailey's billion-dollar sale has given her the freedom to focus 'her full attention' on other endeavors – namely, her husband Justin Bieber's new fashion brand, SKYLARK.
Speaking exclusively to the Daily Mail, the source revealed that Hailey, 28, will take on a more creative role at the pop star's streetwear label, ultimately expanding her business empire.
'Hailey sold Rhode to E.l.f. for a massive payday. She is now turning her full attention to SKYLRK,' the insider said.
'In the coming weeks you will see her doing more cross-promotion for this. She's helping him in creative strategy and even product development. It's a calculated shift.'
In June 2022, Hailey launched the eponymous brand – inspired by her middle name Rhode – with just three products: the Peptide Glazing Fluid, the Barrier Restore Cream and the Peptide Lip Treatment.
Since then, the brand has grown exponentially, expanding into various tinted lip products, blushes and even a viral phone case that doubles as a lip gloss carrier.
'E.l.f. Beauty found a like-minded disruptor in Rhode,' E.l.f. Chairman and CEO Tarang Amin said in a statement last Wednesday.
'Rhode further diversifies our portfolio with a fast-growing brand that makes the best of prestige accessible,' he continued.
'We are excited by Rhode's ability to break beauty barriers, fully aligning with E.l.f. Beauty's vision to create a different kind of company. Rhode is a beautiful brand that we believe is ready for rocketship growth.'
As part of the deal, Hailey will still serve as founder of Rhode and will step into the role of Chief Creative Officer and Head of Innovation.
Indeed, Hailey's proven ability to grow a company into a billion-dollar brand could surely benefit SKYLRK, which has yet to officially launch online or in stores.
In April, Justin, 31, announced he had severed ties with Drew House, the streetwear company he co-founded with his former stylist Ryan Good in 2018.
He also unfollowed Good, who served as best man at his wedding to Hailey in 2019, on Instagram amidst a widespread 'unfollowing spree', which included the dumping of his ex-manager, Scooter Braun.
Since then, Justin has been teasing the launch of SKYLRK on social media. In April, he posted a video advert, which featured a cartoon version of Justin riding a scooter to an abandoned house and flashed to a Drew House teddy bear floating in a swimming pool.
Justin set the house alight before leaving and locking lips with a cartoon animated version of Hailey, as the pair then walked into a new building with their son Jack in a stroller. The video ended with the SKYLRK logo flashing up on screen.
Fans were quick to point out the hidden meanings in the clip, noting that his wife Hailey will likely have some involvement in the brand.
Now, it seems the details surrounding her position at SKYLRK have come to light, with Hailey herself even hinting at her new creative role.
The 28-year-old mogul recently shared an Instagram Story tagging SKYLRK, as she posed in the mirror wearing a leather bomber jacket.
'Working on creating my favorite jacket of all time,' she wrote in the caption, insinuating that she'll have a hand in designing some of SKYLRK's upcoming collection.
Our source maintained this cross-promotion is just the beginning of Hailey's transition from beauty founder to creative mogul.
'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 is on her way,' they said.
The sale of Rhode came at an interesting time for the couple, who have been plagued with rumors of marital woes since earlier this year.
The divorce speculation has only been furthered by concerns for Justin's health, after the 'Peaches' singer appeared hollow-eyed and gaunt during an Instagram livestream.
Despite the couple attempting to shut the rumors down with a number of public appearances together, things only worsened when Justin rained on his wife's parade after she landed the cover of Vogue's summer issue.
In a bizarre move, the singer publicly congratulated Hailey on her Vogue cover by revealing he cruelly told his wife she would never be offered the coveted spot during a heated argument.
'Yo this reminds me when Hailey and I got into a huge fight, I told hails that she would never be on the cover of vogue, Yikes I know, so mean, For some reason because I felt so disrespected I thought I gotta get even,' he wrote on Instagram.
Justin continued: 'Think as we mature we realize that we're not helping anything by getting even, we're honestly just prolonging what we really want which is intimacy and connection.'
He concluded his post by writing a message directly to Hailey, which read: 'So baby u already know but forgive me for saying u wouldn't get a vogue cover cuz clearly i was sadly mistaken.'
Unsurprisingly, Justin's praise for his wife didn't land well with her legion of fans, who saw his post as simply a backhanded compliment.
It's clear that dynamics have shifted in their relationship since the early days when Hailey was reductively derided as a love-struck fan desperate to land a peak-fame Justin.
As Hailey guided Rhode towards a $1 billion acquisition, her husband allegedly accrued an $8 million debt with his ex-manager Braun.
It was reported earlier this month that Justin allegedly accrued the debt after making the difficult decision to cancel his Justice tour in 2022.
Braun reportedly covered the costs of his suspended tour, and an external audit commissioned by Braun's company totaled the amount to more than $8 million, according to TMZ.
However, insiders close to Justin have disputed the monetary figure.
As for rumors the singer is now 'broke,' a representative for Justin called the claims 'clickbait stupidity' coming from unreliable sources who are 'disappointed that they no longer work with Justin.'
Following news of the Rhode deal, it didn't take long for fans on social media to urge Hailey to divorce Justin now that she's found fame and fortune on her own.
But if anything is to be learned about the A-listers, it's that their reputation as a power couple won't go down so easily.
The Daily Mail has contacted Justin and Hailey's representatives for comment.
