Hailey Bieber Stuns Fans While Looking Red-Hot for Rhode on the Beach [WATCH]

Hailey Bieber is embracing summer style in her latest Rhode campaign, sharing behind-the-scenes photos that spotlight both her brand and her beach-ready confidence, as reported by Page Six.

The 29-year-old model posted the new campaign on Instagram, showcasing a photoshoot for her skincare and beauty label, Rhode. The images captured her enjoying the sun and surf while promoting several of her signature products.

Among the polished campaign images, Hailey included a candid moment lying on the sand in a brown bikini that revealed her toned abs.

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She completed the look with a dark brown, cropped, long-sleeve cover-up and a confident, serious expression while flashing a thumbs up to the camera.

Fans flooded the comments section with praise and admiration. One wrote, “It’s Hailey’s world, and we’re just living in it ,” while another added, “the most beautiful in the world .”

A third follower declared, “She really does just get more iconic every day and more gorgeous and radiant, HAILEY BIEBER YOU ARE THAT GIRL.”

Hailey first launched Rhode in June 2022 with three flagship products: the Peptide Glazing Fluid, the Barrier Restore Cream, and the Peptide Lip Treatment. Since then, the skincare brand has expanded with additional makeup and skin offerings.

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Her entrepreneurial efforts paid off with rapid growth, culminating in the brand’s acquisition by e.l.f. in May 2025. Despite the deal, Bieber continues to helm Rhode as chief creative officer and head of innovation.

“When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally,” she wrote on Instagram.

She added, “So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of Rhode.”

Hailey’s campaign debut follows a pattern of bold fashion choices that highlight her confident aesthetic. Earlier this year, she made headlines at the Australian premiere of “Wuthering Heights,” stepping out in a sheer black floor-length Saint Laurent gown that turned heads on the red carpet.

Outside her business ventures, Hailey has also supported her husband, Justin Bieber, at major events. She recently attended Coachella in April, where Justin headlined a performance that sparked mixed reactions online.

Some critics labeled the performance his “worst,” criticizing his second set, which featured him singing along to his older hits while their music videos played in the background. One X user wrote, “I’m crying, this might actually be the worst performance I’ve ever seen. He’s literally just playing music videos from YouTube… zero effort, just pure laziness.”

I’m crying this might actually be the worst performance i’ve ever seen. He’s literally just playing music videos from youtube… zero effort, just pure laziness. #coachellahttps://t.co/WSxKrbMCM1 https://t.co/MuQQrEIyYm

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Another commenter added, “What the hell is Justin Bieber doing, bro, you’re telling me he was the highest paid to do this bulls—?” Reports stated Justin earned $10 million to headline the event.

Despite backlash, other fans defended the singer’s choices, calling the act nostalgic and heartfelt. One fan wrote, “These 8 minutes of Justin Bieber singing his old songs, I’m going to treasure them in my heart for the rest of my life. THANK YOU JUSTIN, THANK YOU.”

As both Hailey and Justin continue to juggle their professional milestones, Hailey’s Rhode campaign serves as another reminder of her growing influence in fashion and beauty—and her knack for turning every launch into a cultural moment.

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