Justin Bieber Shows Support for Wife Hailey amid Rhode’s Expansion into Sephora

Justin Bieber is Hailey Bieber‘s biggest fan!

The singer, 31, took to his Instagram Story to celebrate the launch of his wife’s skincare and makeup brand, Rhode, on Sephora.com and in retail locations in the United States and Canada on Thursday, Sept. 4.

Justin shared 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 🤍 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.”

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 SWAG album track, “Go Baby,” in which he shouts out Hailey and Rhode’s popular Lip Case.

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“That’s my baby / She’s iconic / iPhone case/ lip gloss on it,” Justin sings on the track.

To celebrate the launch, 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.

Hailey’s Donna Karan look — which is older than she is — comes on the heels of her being named the global face of DKNY.

The Rhode founder shared multiple photos to her Instagram Stories of her celebrating the brand’s expansion into Sephora, which included several moments of her at the Times Square event and a Rhode rooftop afterparty with cocktails.

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.

“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.”

Justin’s support of Hailey doesn’t come as a surprise. In 2023, Hailey sat down with GQ to show potential consumers what her favorite Rhode products are for travel, and encourage the males watching to give her brand a try. She also confirmed that Justin uses items from her line on his skin.

“Men, this is for you, too,” Hailey said after highlighting the brand’s Peptide Glazing Fluid, Barrier Restore Cream and Glazing Milk in the video. “Don’t think that my husband doesn’t use all these as well.”