Hailey Bieber soaks up the sun in photos from the shoot of her new Rhodes campaign.
In a recent Instagram post, the 29-year-old model shared a campaign for her cosmetics and skincare brand, Rhode, which shows her on the beach in a bikini with some of her products.
Among the photos for the advertising campaign, Hailey also posted a photo from the shoot where she is lying on the sand in a brown bikini that highlights her toned abs.
She paired the bikini with a dark brown, long-sleeved crop top, looked seriously into the camera, and gave a thumbs-up.
Hailey Bieber founded Rhode in 2022, and it was acquired by elf in 2025. (Getty Images)
Hailey Bieber sparkles in a yellow bikini in summer photos ahead of Justin Bieber's rumoured album release.
«"It's Hailey's world, and we're just living in it 🤎," one fan wrote in the comments. Another added, "The most beautiful in the world 🤎.".
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«"She gets more iconic, gorgeous, and radiant every day, Hailey Bieber, you are the one," a third follower wrote.
Hailey launched the Rhode brand in June 2022, releasing three products: a peptide glazing fluid, a restorative barrier cream, and a peptide lip balm. She subsequently launched other makeup and skincare products.
The brand quickly gained popularity and was acquired by elf in May 2025, with Bieber remaining as chief creative officer and head of innovation.
«"When I launched @rhode in 2022, I always had big plans for the company, and the most important thing to me is to continue introducing people to rhode in different places and to new brands around the world," she announced on Instagram. "So today, I'm incredibly excited and proud to announce our partnership with elf Beauty as we enter a new chapter in the rhode story.".
This isn't the first time Hailey has dared to show off her figure: in February, at the Australian premiere of Wuthering Heights, she walked the red carpet in a form-fitting, lace, semi-sheer black floor-length Saint Laurent dress that showed off her underwear.
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Most recently, Hailey supported her husband, Justin Bieber, during his performance at Coachella in April. Critics online slammed Justin's performance, calling it "the worst performance ever.".
Fans were unhappy with the second part of his performance, in which he sang along to his old songs while simultaneously showing videos of these songs on YouTube.
Hailey supported her husband during his performance at Coachella.
«"I'm crying, this is quite possibly the worst performance I've ever seen. He just plays music videos from YouTube... no effort, just pure laziness," wrote one user on X.
«"What the hell is Justin Bieber doing, dude? You're telling me he got paid more than anyone else for this?" another user added. Justin was reportedly paid $10 million for his headlining performance at the festival.
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Despite the criticism, some fans praised the artist for his minimalist performance.
«"I will treasure these 8 minutes of Justin Bieber singing his old songs in my heart for the rest of my life," wrote one fan. "THANK YOU, JUSTIN, THANK YOU.".
Some fans were not happy with Justin's headlining performance at Coachella.
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Original article: Hailey Bieber shows off her toned abs in behind-the-scenes photos from her new campaign shoot in Rhode Beach.