The $300 Million Idea: Why Justin Bieber’s Joint Phone Case Is The Most Controversial Accessory Of 2025

The concept of a phone case designed to hold a rolled joint has become the newest, and perhaps most controversial, celebrity accessory trend, all thanks to pop icon Justin Bieber. As of late December 2025, this product—teased for his new apparel brand, Skylrk—is generating massive buzz and debate, not only for its audacious design but also for its direct inspiration. It’s a bold move that merges celebrity influence, cannabis culture, and functional fashion, positioning the accessory as a potential viral successor to one of the biggest product launches of the decade: his wife’s.

The "joint phone case" is an unmistakable nod to the stratospheric success of Hailey Bieber's Rhode Lip Case, a silicone phone cover designed to securely hold a tube of her Rhode Peptide Lip Treatment. Justin Bieber himself confirmed the inspiration, publicly seeking his wife’s "approval" for the concept. This product is more than just a piece of plastic; it is a calculated marketing maneuver that leverages the couple's combined star power and their mutual understanding of what makes a product instantly go viral.

Justin Bieber: Biography, Net Worth, and Business Empire

Justin Bieber’s career trajectory is a masterclass in evolving from teen idol to global business mogul. His ventures now span music, fashion, and lifestyle products, cementing his status as one of the most bankable celebrities in the world.

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• Full Name: Justin Drew Bieber
• Date of Birth: March 1, 1994
• Place of Birth: London, Ontario, Canada
• Discovery: Discovered by talent manager Scooter Braun via YouTube videos in 2007.
• Major Brands/Ventures: Drew House (Apparel), Skylrk (New Apparel/Lifestyle Brand), Music Catalog Sale (Sold for an estimated $200 million in 2022 to Hipgnosis Songs Capital).
• Wife: Hailey Bieber (m. 2018)
• Estimated Net Worth (2025): Between $200 million and $300 million, attributed to his music career, extensive touring, and successful business endeavors.
• Key Albums: *My World 2.0*, *Believe*, *Purpose*, *Changes*, *Justice*.

His latest venture, Skylrk, is a mysterious, drip-launched streetwear label that has been slowly revealed to fans through social media hints and cryptic posts since late 2023. The joint-holding phone case is the most high-profile and attention-grabbing product to emerge from the new brand so far, signaling a more mature, edgy direction compared to the playful aesthetic of his existing Drew House brand.

The Viral Blueprint: From Lip Gloss Holder to Joint Holder

The entire conversation around the Skylrk joint phone case is intrinsically linked to the monumental success of the Rhode Lip Case. To understand the potential impact of Bieber’s new accessory, one must first recognize the viral power of its predecessor.

Hailey Bieber’s Rhode Skin brand achieved a cultural phenomenon when it launched the Lip Case in February 2024. The silicone iPhone case, designed to hold a Peptide Lip Treatment, was an instant sell-out, becoming "THE phone case to have." Its success was a perfect storm of clever design, a highly desirable product (the lip balm), and the immense influence of Hailey Bieber's minimalist "clean girl" aesthetic. It solved a minor problem—where to keep your lip gloss—in a highly visible, trend-setting way.

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Justin Bieber’s move is a direct, tongue-in-cheek adaptation of this formula. He is essentially taking the same successful product architecture—a functional accessory attached to a phone case—and swapping out a beauty product for a cannabis accessory. This move is a clear attempt to tap into a different, but equally powerful, cultural zeitgeist: the mainstreaming of cannabis consumption.

The pop star even publicly acknowledged the inspiration on Instagram, sharing the prototype and asking Hailey for her blessing, which she reportedly gave, stating, "I did approve the joint case!" This public, playful exchange between the celebrity couple is a masterstroke of marketing, instantly generating millions of impressions and articles without a single dollar spent on traditional advertising. This strategy reinforces the "Bieber Brand" as a united, trend-setting front in both fashion and beauty.

Skylrk, Stigma, and the Future of Celebrity Accessories

The introduction of a joint-holding phone case by a celebrity of Justin Bieber's stature immediately sparks a conversation about normalization and controversy. While cannabis is increasingly legalized and destigmatized across many parts of North America, marketing an accessory specifically for a pre-rolled joint is a bold step, especially considering his massive, often younger, global fanbase.

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The product, teased under the Skylrk banner, signifies a pivot for Bieber’s business ventures. While Drew House focuses on feel-good, smiley-face streetwear, Skylrk appears to be embracing a more mature, perhaps rebellious, image. This accessory is a statement on personal freedom and a reflection of the evolving celebrity relationship with substances.

Critics, particularly on platforms like Reddit, have already weighed in on the design and the message. Some argue the design is "terrible" and should fully cover the joint for discretion, while others debate the appropriateness for his audience. However, in the world of celebrity-driven fashion, controversy often fuels sales, and the intense discussion surrounding the product ensures its visibility.

The Skylrk joint case is more than an accessory; it is a cultural touchstone. It represents the ultimate intersection of modern celebrity culture, viral product design, and the commercialization of lifestyle choices. Whether it becomes a massive commercial success or a short-lived novelty, the case has already achieved its primary goal: dominating the news cycle and establishing Skylrk as a brand willing to push boundaries in the highly competitive celebrity fashion space. As December 2025 draws to a close, the anticipation for the official launch remains high, proving that the Bieber effect on viral trends is as strong as ever.