Hailey Bieber recently shared sun-filled behind-the-scenes photos from her new campaign for her skincare and beauty brand, Rhode. In an Instagram post, the 29-year-old model showcased herself on the beach in a bikini, along with some of her products. The campaign includes a picture of Hailey on the sand in a brown bikini, highlighting her toned physique. She also wore a dark brown cropped long-sleeve cover-up and gave the camera a serious look with a thumbs up.
Hailey started Rhode in 2022, and the brand gained significant attention. By May 2025, e.l.f. acquired Rhode, but Bieber remained as the chief creative officer and head of innovation. When she launched Rhode, it initially included products like the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. The brand expanded to include other skincare and makeup items. Hailey shared her excitement about the partnership with e.l.f. on Instagram, mentioning her determination to take Rhode to a global level.
Hailey Bieber is known for making bold style statements. Earlier, she attended the Australian premiere of “Wuthering Heights” in February, wearing a figure-hugging, sheer black dress by Saint Laurent.
Recently, Hailey supported her husband, Justin Bieber, as he performed at Coachella in April. Justin’s performance received mixed reviews, with some online critics describing it as his “worst performance.” They criticized him for singing along to old songs while playing their music videos on YouTube. However, despite criticism, some fans cherished the nostalgic performance. Justin reportedly earned $10 million for headlining the festival.
Lori Bashian is an entertainment writer for Fox News Digital.