On Thursday, Sept. 11, the Swag II<\/a> artist, 31, reacted to his wife Hailey Bieber<\/a>‘s New York City billboard promoting her brand Rhode’s expansion into Sephora.<\/p>\n On his Instagram Stories, Justin shared a screenshot of Ariana Greenblatt<\/a>‘s post showing the massive poster with Hailey’s face in the window of a Sephora store. “Love seeing the coolest mf alive @haileybieber,” Greenblatt, 18, wrote over the photo.<\/p>\n Justin echoed the sentiment, writing “Coolestttttt” over his own post.<\/p>\n The singer also celebrated Rhode’s Sephora launch<\/a> on Thursday, Sept. 4.<\/p>\n He took to Instagram Stories to share a screenshot of the announcement that was posted to Sephora and Rhode’s Instagram accounts, which read, “The world of Rhode is now at Sephora \ud83e\udd0d our collection of curated skincare and hybrid makeup essentials has arrived online and in store at all Sephora US and Sephora Canada locations. We can’t wait to meet you all.”<\/p>\n Justin Bieber\/Instagram <\/p>\n Justin Bieber’s Sept. 2025 Instagram Stories post<\/p>\n The “Peaches” singer wrote “go baby go baby go baby go baby goooooo” in bold black text over the screenshot. The line references Justin’s\u00a0SWAG\u00a0album track, “Go Baby,” in which he shouts out Hailey and\u00a0Rhode’s popular Lip Case<\/a>.<\/p>\n That same day, Hailey attended Rhode’s opening at Sephora in New York City’s Times Square. For the event, she wore a vintage Donna Karan coordinating set in silver, which featured a cropped boxy shirt with a cleavage-baring neckline and a matching skirt. The look first appeared in the brand’s Spring 1996 collection.<\/p>\n The beauty founder shared multiple photos to her Instagram Stories of her celebrating the Rhode’s launch on Sephora.com and in retail locations in the United States and Canada.<\/p>\n lilbieber\/Instagram<\/p>\n Justin Bieber on Instagram.<\/p>\n In one of the photos, Hailey posed alongside Lauren Ratner, Co-Founder, President & Chief Brand Officer of Rhode, and Michael Ratner, Co-Founder of Rhode.<\/p>\n “Could never have done it without these 2!!!! We started this journey just us 3 in 2020 and today we launched in Sephora,” Hailey captioned a picture of the three of them standing in front of Sephora Times Square. “So grateful to do this alongside my amazing brilliant friends @ratty @laurenratner.”<\/p>\n On May 28, it was announced that Rhode was acquired by e.l.f. Beauty under a\u00a0$1 billion dollar deal<\/a>, only three years after Hailey debuted the company<\/a>\u00a0in June 2022.<\/p>\n Per a press release, Hailey will continue her role as founder and additionally serve as Rhode\u2019s chief creative officer and head of innovation, overseeing creative, product innovation and marketing. She will also act as a strategic advisor to the combined companies.<\/p>\n Following news of the lucrative deal, a source told PEOPLE that\u00a0Hailey didn’t even have to look for a buyer<\/a>\u00a0to take her company to the next step.<\/p>\n “This deal came to her,” the source shared. “She\u2019s\u00a0incredibly excited about this new step. She’s proud of how far Rhode has come, and she truly believes that teaming up with e.l.f will help take the brand to the next level. The resources and support they’re bringing to the table are everything she’s been hoping for.”<\/p>\n![\"Justin](\"https:\/\/www.newsbeep.com\/ie\/wp-content\/uploads\/2025\/09\/99d48f8e7e1d1202cbb4e060b4243c61.jpeg\"\/)
<\/p>\n![\"lilbieber\/Instagram](\"https:\/\/www.newsbeep.com\/ie\/wp-content\/uploads\/2025\/09\/008c3552006f2f81945e652b251f4b43.jpeg\"\/)
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