Hailey Bieber posted a behind-the-scenes photograph from a new Rhode beach campaign showing her lying on sand in a brown bikini that emphasized her toned abs, a dark brown cropped long-sleeve cover-up and a serious look as she flashed a thumbs up to the camera.
The image was one of several the 29-year-old shared on Instagram to promote Rhode, her skincare and beauty line; other campaign frames included Rhode products staged on the shore. The post landed after a high-profile year for the brand: Bieber launched Rhode in June 2022 with three products and in May 2025 Rhode was acquired by e.l.f., with Bieber remaining as chief creative officer and head of innovation.
That chronology matters because Bieber has framed Rhode as a personal project from day one. She has said she always had big ambitions for the company when it began in 2022 and publicly celebrated the brand’s next step by announcing a partnership with e.l.f. Beauty when the acquisition closed.
The beach-shot post does the work Rhode needs right now: it ties the product imagery to Bieber’s face and lifestyle. Fans reacted quickly in the comments, praising the look and calling her radiant and iconic, and the photographs keep the brand visible on a platform where Bieber already commands attention.
And yet the campaign image sits alongside a recent string of public fashion moments that have drawn attention on their own terms. In February, Bieber walked a red carpet at the Australian premiere of Wuthering Heights in a figure-hugging, lacy sheer black Saint Laurent gown, and in April she supported Justin Bieber at his Coachella headline set—appearances that did as much to generate buzz as any scheduled marketing push.
That is the friction: the Rhode campaign projects a carefully styled, polished brand image while Bieber’s public wardrobe choices have often pulled focus with sheer or revealing looks. The contrast is not accidental; it’s part of how a celebrity-led beauty label stays in conversation. The beach photographs present Rhode products in an aspirational context, even as Bieber’s personal fashion continues to create separate headlines.
One detail the Instagram set did not settle is what specific Rhode products, beyond those staged in the scenes, might be tied to an immediate release or new drop. The campaign photos feature Rhode-branded items, but the post did not announce product names, prices or a rollout date—leaving a clear gap between promotion and a concrete commercial timetable.
For now, the photograph functions as both advertisement and personal signalling: Bieber remains the face and creative driver of a brand she launched in 2022 and kept at the center after the May 2025 e.l.f. acquisition. There is no confirmed product launch or campaign date attached to the new beach images, so the next measurable move will be an official Rhode announcement naming products or a release schedule; until that appears, the Instagram post itself is the campaign’s public punctuation.
