For months, Justin Bieber and Hailey Baldwin Bieber appeared to be on completely different wavelengths. Hailey was seen jet-setting between Los Angeles and New York, attending industry events solo, and promoting her skincare brand Rhode, while Justin seemed oddly… absent. No sweet couple selfies. No TikToks together. No red carpets. Whispers of tension turned into full-blown rumors—was the Biebs pulling away?

Fast forward to May 29, 2025. BOOM. E.l.f. Beauty acquires Hailey’s Rhode for a jaw-dropping $1 billion, catapulting her into mogul territory overnight. And guess who reemerged—shirtless selfies, cuddly throwbacks, gushy Instagram Stories. Justin Bieber, once MIA, was suddenly everywhere, and fans are calling it out.

“Where was this energy when she was working herself to death to make Rhode a success?” one fan posted on X. “Now he’s obsessed with her again? After the billion? Convenient.”

The timeline doesn’t lie.

For nearly five months prior, Justin had been flying under the radar. Paparazzi caught him more often with his pastor or in solo studio sessions than by Hailey’s side. A particularly telling moment came in March when Justin was seen leaving a West Hollywood club alone—visibly agitated, wearing no wedding ring, and refusing to answer questions about Hailey.

Then came the billion-dollar bombshell. Rhode, the brand Hailey built with clinical precision, social media savvy, and celebrity clout, became the most talked-about acquisition in the beauty world. Overnight, she went from influencer to industry titan.

And Justin? Almost immediately, his digital presence did a complete 180.

Within hours of the Rhode announcement, Justin posted a heavily filtered black-and-white shot of him kissing Hailey’s forehead, captioned simply: “So proud of my girl.” Then came the Stories—videos of her walking through their home, laughing at his jokes, holding his hand. Romantic? Maybe. Suspiciously timed? Absolutely.

But here’s where it gets even more eyebrow-raising.

Multiple entertainment insiders have confirmed that Justin made a late-night call to none other than Scooter Braun, his longtime (and controversial) former manager, just minutes after the Rhode deal went public.

“It was weird,” a source close to Braun told The Spill Daily. “They hadn’t talked for a while. Then suddenly Justin calls, all hyped up about Hailey’s billion. Asking questions about media angles, image strategy. It wasn’t about love—it was about optics.”

Speculation has now exploded that Justin’s sudden affection is less about reigniting romance and more about repositioning himself—as the devoted, supportive husband of a wildly successful billionaire.

“He’s turning their marriage into a brand asset,” said a branding expert on a gossip panel Thursday night. “The timing is too precise. It’s not a coincidence. He’s not just proud—he’s pivoting.”

Fans aren’t buying the love story, either.

TikTokers have already begun stitching together timelines, screenshots, and body language analysis to argue that Justin was largely disengaged throughout the final stages of Hailey’s Rhode negotiations. Several viral posts highlight her solo Vogue interview in April where she didn’t mention him once.

But others are calling for calm, suggesting that even if the timing is questionable, the support may still be genuine.

“Maybe he was just struggling,” one fan wrote on Reddit. “Mental health, pressures, whatever. Now he sees her success and is finally stepping up. Doesn’t have to be all shady.”

Still, questions remain.

Where was Justin when Hailey was in meetings until 3 a.m. with the E.l.f. legal team? Why did he skip her Rhode Paris pop-up in February? And perhaps the most haunting question of all: If the billion-dollar deal hadn’t happened, would we be seeing this same flood of affection?

Neither Justin nor Hailey has addressed the backlash. Hailey, for her part, posted a single, cryptic Story: a mirror selfie with the caption: “Built it with my bare hands.” No mention of Justin. No tags. Just a clean flex.

Now, with rumors swirling of a “joint business project” and speculation that Justin may relaunch a music-and-lifestyle brand under Hailey’s guidance, fans are bracing for what may be a full-blown brand pivot disguised as a marriage revival.

Love story, PR move, or strategic partnership? Only time will tell—but for now, the internet isn’t buying the fairy tale.