Hailey Bieber shows off toned abs in behind-the-scenes photos from new Rhode beach campaign
Hailey Bieber is once again turning heads, this time as the face of a new beach-themed campaign for her skincare and beauty brand, Rhode.
The 29-year-old model recently shared a series of campaign images on Instagram, including photos of herself on a beach in a bikini alongside some of her products. One behind-the-scenes shot shows her lying on the sand in a brown two-piece that highlighted her toned abs, paired with a dark brown cropped long-sleeve cover-up. In the photo, she gives the camera a serious expression while flashing a thumbs-up.
Fans were quick to fill the comments section with adoration. "It's hailey's world and we're just living in it," one follower wrote, with another adding, "the most beautiful in the world." A third chimed in: "She really does just get more iconic everyday and more gorgeous and radiant, HAILEY BIEBER YOU ARE THAT GIRL."
The campaign comes as Rhode continues to ride a wave of momentum. Bieber launched the brand in June 2022 with just three products: the Peptide Glazing Fluid, the Barrier Restore Cream, and the Peptide Lip Treatment. It has since expanded into a broader lineup of skincare and makeup offerings. In May 2025, Rhode was acquired by e.l.f. Beauty, with Bieber remaining in place 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," Bieber said at the time of the announcement. "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."
The beach campaign is far from the model's first headline-grabbing fashion moment. In February, she attended the Australian premiere of "Wuthering Heights" in a sheer black floor-length Saint Laurent gown that left little to the imagination.
More recently, Bieber has been in the public eye as a supportive presence at her husband Justin Bieber's side. In April, she was in the audience as Justin headlined the Coachella music festival. The performance drew mixed reactions online, with some critics calling it one of the worst sets they had ever seen. Many took issue with the second half of the show, which featured the singer performing along to his own past music videos playing on YouTube.
"He was the highest paid to do this bulls-?" one user wrote on X. Another commented: "He's literally just playing music videos from youtube… zero effort, just pure laziness." Justin was reportedly paid $10 million for the headlining slot.
Still, not all of the response was negative. Some fans embraced the stripped-down concept. "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," one supporter posted. "THANK YOU JUSTIN, THANK YOU."