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[OPINION] The Biebers Teach Us We Can't Trust Their Products

You might have heard that Hailey Bieber, Justin Bieber’s wife, recently sold her beauty brand Rhode to E.L.F. Cosmetics for around $1 billion. While she's certainly entitled to make her own financial decisions and step away from the business (even though she’ll continue working at Rhode as Chief Creative Officer and Head of Innovation), we can’t ignore the timing of this move.

It comes just under two months after Justin posted a cartoon video announcing he was ending his partnership with his clothing brand, Drew House. He later shared an Instagram story advising people not to waste their money on the brand.

So, what do we learn as consumers?

We learn that, despite our best intentions to support the artist, we may end up wasting money in the end. After all, why would anyone spend so much on basic sweatshirts or Rhode’s overpriced lip tints? Fans of Justin who bought Drew House clothing in recent years are now left wondering what to do with their purchases, especially given how openly he expressed his disdain for the brand.

If he can walk away from Drew House so easily, why should fans trust that the same won't happen with his new brand, Skylrk?

The same question applies to Hailey. Now that she’s no longer the owner but an employee at E.L.F. Cosmetics—albeit in a senior role—how long do we realistically expect her to stay?

Hailey’s transformation from “the daughter of” and “the wife of” to a billionaire is a remarkable story in itself, and how it might impact her marriage to Justin—especially amid rumors of his financial struggles—is a whole different conversation. But I’ll just touch on how little support Justin seems to have given her throughout this journey. The fact that he once told her she’d never make it to Vogue magazine speaks volumes about his attitude toward her potential and accomplishments.

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