Hailey Bieber Embraces the Sun in New Rhode Campaign

Hailey Bieber recently shared behind-the-scenes moments from her latest campaign for Rhode. The 29-year-old model posted photos on Instagram, showcasing her on the beach wearing a bikini while promoting her skincare and beauty brand, Rhode. Among these images, a striking photo capturing her laying on the sand in a brown bikini emphasized her toned abs. She paired the bikini with a cropped long-sleeve cover-up, adding a serious touch with a thumbs-up to the camera.

Bieber launched Rhode in June 2022, initially offering three products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. The brand rapidly gained popularity, leading to its acquisition by e.l.f. in May 2025, with Bieber continuing her role as chief creative officer and head of innovation.

Fans have expressed admiration for Bieber’s allure and impact. Comments on her Instagram post include praises such as “Hailey’s world, and we’re just living in it” and acknowledging her growth in beauty and iconic status.

“When I launched @rhode in 2022, I always had big dreams for the company,” Bieber stated on Instagram. “I am excited to expand Rhode globally with e.l.f. Beauty.”

Hailey Bieber has been no stranger to making bold fashion statements. She previously turned heads at the Australian premiere of “Wuthering Heights,” wearing a sheer black Saint Laurent dress that revealed her underwear.

In personal news, Hailey showed support for her husband, Justin Bieber, during his performance at Coachella in April. Despite criticism online labeling his act as “lazy” and describing him as playing YouTube music videos, Hailey remained encouraging. Fans were divided, with some appreciating his focus on older songs.

“These 8 minutes of Justin Bieber singing his old songs, I’m going to treasure them in my heart,” one fan commented.

There were negative remarks too, arguing a lack of effort in Justin’s performance, yet Hailey stood by him during the event.