Hailey Bieber Shares Behind-the-Scenes Photos from Rhode Campaign
Hailey Bieber recently shared a look into her new campaign for Rhode, her skincare and beauty brand, with her followers on Instagram. The 29-year-old model posted several photos of herself on a beach, showcasing her toned physique in a bikini alongside her beauty products.
One of the pictures featured Hailey lying on the sand in a brown bikini, highlighting her abs. She complemented the look with a dark brown cropped long-sleeve cover-up, giving the camera a serious expression along with a thumbs up.
Rhode, launched by Hailey in June 2022, initially offered three products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. The brand gained popularity rapidly, leading to its acquisition by e.l.f. in May 2025. Despite the acquisition, Hailey continues as the chief creative officer and head of innovation. She expressed her excitement about this partnership on Instagram, mentioning her vision for expanding Rhode globally.
Hailey emphasized her goals: “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.”
This campaign is not Hailey’s first time turning heads. Earlier, in February, she attended the Australian premiere of “Wuthering Heights” clad in a sheer black Saint Laurent dress, showcasing her confident style.
In other news, Hailey supported her husband, Justin Bieber, during his Coachella performance in April. Despite receiving criticism for what some fans called a lackluster performance, Hailey stood by him. Critics described his act as one of using YouTube videos rather than engaging live music. Some fans, however, cherished his performance of older songs.
A fan reflected sentimentally, “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.”
Despite contrasting opinions, Justin reportedly received $10 million for headlining the festival. Hailey, standing by her husband’s side, continues to support him in both victories and challenges.