Hailey Bieber turned heads with stunning behind-the-scenes imagery from her latest Rhode beauty campaign. The 29-year-old entrepreneur shared exclusive photos on Instagram showcasing herself on a sun-drenched beach wearing a brown bikini while promoting her skincare line. The campaign highlights her toned physique alongside product shots that emphasize the brand’s beach-ready aesthetic. Fans flooded the comment section with praise, with one follower declaring she’s “the most beautiful in the world” and another noting she “gets more iconic everyday and more gorgeous and radiant.”
The campaign photos feature Bieber lying on golden sand in a chocolate-hued two-piece swimsuit paired with a matching cropped long-sleeve cover-up. In one particularly striking image, she flashes a thumbs-up to the camera with a serious expression, her sculpted abs taking center stage. The aesthetic perfectly captures the effortless glamour Rhode has become known for since its 2022 launch. The beachside setting reinforces the brand’s commitment to natural beauty and sun-kissed radiance.
Rhode’s journey from indie startup to major beauty acquisition
Bieber launched Rhode in June 2022 with an initial lineup of three products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. The brand quickly gained traction among beauty enthusiasts and skincare devotees, building a loyal following through social media and celebrity endorsement. What started as a passion project evolved into a full-fledged beauty empire, with Rhode expanding its product range to include additional makeup and skincare offerings that maintain the brand’s minimalist, results-driven philosophy.
In a groundbreaking move announced in May 2025, e.l.f. Beauty acquired Rhode in a deal that keeps Bieber intimately involved with the brand’s creative direction. She retained her position as chief creative officer and head of innovation, ensuring the brand’s vision remains aligned with her original concept. The model-turned-entrepreneur shared her excitement on Instagram, stating she always had big dreams for the company and that the partnership would bring Rhode “to more spaces, places, and faces globally.” The acquisition represents a strategic expansion for both parties in the competitive beauty market.
Celebrity fashion moments and red carpet appearances
The beach campaign isn’t Bieber’s first bold fashion statement this year. She commanded attention at the Australian premiere of “Wuthering Heights” in February wearing a figure-hugging lacy sheer black floor-length Saint Laurent dress that strategically revealed her underwear. The daring ensemble showcased her confidence and willingness to push boundaries on the red carpet. Fashion critics praised the look as sophisticated yet provocative, cementing her status as a style icon who balances elegance with edge.
- Launched Rhode with three core products in June 2022
- Brand acquired by e.l.f. Beauty in May 2025 for undisclosed amount
- Remained as chief creative officer post-acquisition
- Expanded product line beyond initial three offerings
- Built strong social media presence and celebrity following
Supporting Justin Bieber through Coachella controversy
Most recently, Hailey stood by her husband Justin Bieber during his controversial Coachella headline performance in April. The pop star faced harsh criticism from fans and critics who labeled it his “worst performance,” with particular backlash directed at the second half of his set. Justin opted for an unconventional approach, singing along to his classic hits while playing their music videos from YouTube on stage screens. The stripped-down format divided audiences sharply between those who appreciated the nostalgia and those who viewed it as low-effort.
Social media erupted with mixed reactions, with one user writing they were “crying this might actually be the worst performance i’ve ever seen” and criticizing the YouTube video format as “zero effort, just pure laziness.” Another fan questioned why Justin received his reported $10 million headline fee for what they deemed insufficient effort. However, loyal supporters defended the artist’s creative choice, with one fan treasuring the “8 minutes of Justin Bieber singing his old songs” as a precious memory. The performance sparked broader conversations about artistic evolution, audience expectations, and the pressure on established artists to reinvent themselves.
Building a beauty empire while maintaining authenticity
Hailey Bieber’s success with Rhode demonstrates her business acumen beyond modeling and celebrity status. The brand’s rapid growth from startup to acquisition target reflects careful market positioning and genuine product development. Industry analysts credit her hands-on approach and authentic connection with consumers as key factors in Rhode’s trajectory. Unlike many celebrity beauty lines that rely solely on name recognition, Rhode built credibility through quality formulations and strategic product launches that addressed specific skincare needs.
The beach campaign represents continuity in Rhode’s marketing strategy, which consistently features Bieber herself as the brand ambassador in natural, aspirational settings. This approach creates direct connection between founder and consumer while showcasing products in real-world contexts. The behind-the-scenes content adds transparency and relatability, allowing followers to see the creative process behind polished campaign images. As chief creative officer at e.l.f., Bieber now has greater resources to scale her vision while maintaining the boutique aesthetic that originally attracted Rhode’s devoted customer base.
