Hailey Bieber has become impossible to ignore.
One day she’s dominating social media with sun-soaked bikini photos posted from a luxury yacht in Europe. The next she’s making business headlines.
On Thursday, e.l.f. Beauty reported a stunning 36 percent jump in quarterly sales to $479.4 million, with executives crediting much of that growth to Rhode, the skincare company Hailey founded and sold to the cosmetics giant in a blockbuster $1 billion deal last year.
Wall Street isn’t just talking about moisturizer anymore. It’s talking about Hailey Bieber.
At almost the exact same moment, Justin Bieber is making headlines for very different reasons.
His return to performing after overcoming Ramsay Hunt syndrome, which temporarily paralyzed part of his face in 2022, hasn’t come without hiccups. His halftime appearance at the World Cup Final divided fans. His increasingly disheveled public appearances continue to fuel speculation of his well-being.
One day she’s dominating social media with sun-soaked bikini photos posted from a luxury yacht in Europe. The next she’s making business headlines
On Thursday, e.l.f. Beauty reported quarterly sales of $479.4 million, with executives crediting much of that growth to Rhode, the skincare company Hailey founded
Justin Bieber’s halftime appearance at the World Cup Final divided fans. His increasingly disheveled public appearances continue to fuel speculation of his well-being
Top entertainment industry sources are now acknowledging the disparity.
‘There has been a complete reversal,’ a veteran studio executive told me. ‘Five years ago every conversation started with Justin. Today the first question is, “Can we get Hailey?'”
Another longtime publicist who represents A-list talent was even more blunt.
‘Brands aren’t calling because she’s married to Justin anymore,’ the publicist said. ‘They’re calling because she built something investors wish they’d backed sooner. That’s a completely different level of celebrity.’
Let me also be clear about something else. Nothing in my reporting suggests trouble in Justin and Hailey’s marriage. Everyone I speak with describes them as devoted parents committed to each other and their marriage.
I’m not making any predictions about their relationship. But I’ve been around Hollywood long enough to appreciate the pressure that couples experience when one partner’s profile suddenly skyrockets.
Long before I became an entertainment columnist, I was Jessica Simpson’s publicist. I stood beside her during the defining period of her career as well as at the end of her marriage to Nick Lachey. I wrote the statement announcing their separation.
Observers love to rewrite history and claim that their relationship was destined to fail. That’s not what I saw. I thought that they loved each other and wanted to make it work. But things changed.
When MTV launched Newlyweds in 2003, Nick was unquestionably the bigger celebrity, an established star from 98 Degrees. His name helped sell the series.
Then America fell in love with Jessica. Almost overnight, she became a breakout sensation and from there her trajectory went skyward.
‘There has been a complete reversal,’ a veteran studio executive told me. ‘Five years ago every conversation started with Justin. Today the first question is, “Can we get Hailey?'”
Wall Street isn’t just talking about moisturizer anymore. It’s talking about Hailey Bieber(Hailey Bieber on cover of WSJ Magazine in November 2025)
‘Brands aren’t calling because she’s married to Justin anymore,’ the publicist said. ‘They’re calling because she built something investors wish they’d backed sooner. That’s a completely different level of celebrity’
Rob Shuter’s latest exclusives and insider reporting can be found at robshuter.substack.com. His best-selling novel is It Started With A Whisper
Her fashion business exploded into a billion-dollar brand. Endorsement deals poured in. She evolved from celebrity into executive. The biggest opportunities for the couple started flowing through her.
‘You could actually feel the oxygen leave the room,’ my studio executive source told me about being around Jessica and Nick at the time. ‘Nick walked into meetings where people were really waiting for her.’
The balance changed. The marriage didn’t survive.
‘Everyone around the couple notices it months before they do,’ a veteran Hollywood manager remarked to me. ‘All of the sudden, one calendar matters more. One career starts dictating the other.’
When Anna Faris married Chris Pratt, she was the established name. Then Guardians of the Galaxy and Jurassic World transformed Pratt into one of the industry’s biggest leading men. They divorced in 2018 after more than nine years together.
Tom Cruise’s first marriage to Mimi Rogers exhibited a similar dynamic. Rogers introduced Cruise to influential circles. He reached global superstardom; the relationship struggled to keep pace. They divorced after about two and a half years.
Different couples. Different circumstances. Similar results.
For years, Justin was unquestionably the gravitational force in the Bieber marriage. He wasn’t simply famous – he was one of the defining pop stars of his generation. Stadium tours. Global hits. Hundreds of millions of fans.
Today, there is another unquestionable center of influence.
When Anna Faris married Chris Pratt, she was the established name. Then Guardians of the Galaxy and Jurassic World transformed Pratt into one of the industry’s biggest leading men
Mimi Rogers introduced Cruise to influential circles. He reached global superstardom; the relationship struggled to keep pace
‘Everyone notices the change,’ an A-list publicist tells me. ‘And if the town notices, the people inside the marriage notice too.’
After building Rhode into a skincare phenomenon, Hailey didn’t cash out and disappear, she stayed on as Chief Creative Officer and Head of Innovation at e.l.f., ensuring she’ll continue shaping the company’s future.
‘The Rhode acquisition wasn’t the finish line,’ a beauty industry executive said. ‘It was her introduction. She became someone executives wanted in the room when real business decisions were being made.’
I’ve heard celebrities – including Jessica – insist that fame and power don’t matter. Then I’ve watched them discover that to everyone around them, it does.
None of this diminishes Justin Bieber’s extraordinary career. His legacy is secure. His music will outlive the acquisitions and billion-dollar valuations. But the Rhode sale marked the moment Hailey stopped being viewed as Justin Bieber’s wife and became one of the most influential entrepreneurs in entertainment.
Rob Shuter’s latest exclusives and insider reporting can be found at robshuter.substack.com. His best-selling novel is It Started With A Whisper
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