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Hailey Bieber is basking in the sun behind the scenes of her new Rhode campaign.
In a recent Instagram post, the 29-year-old actress featured in a campaign for her skincare and beauty brand, Rhode, featuring photos of herself on the beach in a bikini and some of her products.
Among the campaign photos, Hailey also included a behind-the-scenes photo of herself lying on the sand in a tan bikini, highlighting her toned abs.
She paired the bikini with a long-sleeved dark brown cover-up, and gave the camera a serious look as she flashed her thumbs up.
Hailey Bieber started Rhode in 2022, and was adopted by elf in 2025. (Angela Weiss / AFP via Getty Images)
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“Hailey’s world and we just live in it 🤎,” one fan wrote in the comments section. Another added, “the most beautiful in the world 🤎.”
“She’s definitely becoming iconic everyday and beautiful and radiant, HAILEY BIEBER IS THAT GIRL,” wrote a third fan.
Hailey launched Rhode in June 2022 with three products: Peptide Glazing Fluid, Barrier Restore Cream and Peptide Lip Treatment. She went on to release other cosmetics and skin care products.
It quickly grew in popularity and was acquired by elf in May 2025, with Bieber continuing 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 for me is to continue to bring rhode to more places, places and faces around the world,” he said on Instagram. “So today I’m incredibly excited and proud to announce that we’re partnering with elf Beauty as we enter this next chapter in the rhode world.”
This is far from the first time Hailey has been engaged, as she walked the red carpet at the Australian premiere of “Wuthering Heights” in February in a lacy black floor-length Saint Laurent dress that showed off her underwear.
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Most recently, Hailey cheered on her husband, Justin Bieber, when he spoke at Coachella in April. Critics online panned Justin’s performance, calling it his “worst performance yet.”
Fans took issue with the second part of his act, which featured him singing along to his old songs while playing their music videos on YouTube.
Hailey supported her husband while he was working at Coachella. (Jeff Kravitz/FilmMagic)
“I’m crying this might be the worst performance I’ve ever seen. Just playing music videos from youtube… no effort, just laziness,” one user. wrote to X.
“What’s going on bro, justin bieber is telling me that he was getting paid a lot to do these bulls—?” another added. Justin was reportedly paid $10 million to headline the event.
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Although some fans were criticized, they praised the singer for escaping.
“This 8 minutes of Justin Bieber singing his old songs, I will keep in my heart for the rest of my life,” another fan. he wrote. “THANK YOU JUSTIN, THANK YOU.”
Some fans took issue with Justin’s headlining performance at Coachella. (Amy Sussman/Getty Images)
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