In GO BABY, Justin sings, “That’s my baby, she’s iconic, iPhone case, lip gloss on it / And, oh my days, she keeps ’em talkin’, it’s comedy, just block it,” referring to Hailey’s brand rhode, that went viral last year in part because of a phone case she created that can hold her lip gloss. Hailey sold rhode in May to e.l.f Beauty for US$1 billion. She is the chief creative officer and head of innovation for rhode, and a strategic advisor for both rhode and e.l.f.