Hailey Bieber’s New Rhode Campaign and Justin Bieber’s Performance

Hailey Bieber is enjoying the sun in recent photos from her skincare and beauty brand campaign, Rhode. The 29-year-old model shared images on Instagram that showcase her on the beach, wearing a bikini and exhibiting her products.

Among the campaign pictures, Hailey included a behind-the-scenes shot of herself lying on the sand in a brown bikini. The image accentuates her toned abs. She complemented the bikini with a dark brown cropped long-sleeve cover-up, giving the camera a serious look while showing a thumbs up.

Bieber launched Rhode in June 2022 with products like the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. The brand gained popularity and was acquired by e.l.f. in May 2025. Hailey continues as chief creative officer and head of innovation.

“It’s Hailey’s world and we’re just living in it,” a fan commented. Another fan praised, “the most beautiful in the world.” A third follower stated, “She really does just get more iconic every day and more gorgeous.”

Hailey announced the partnership with e.l.f. Beauty, expressing excitement for Rhode’s expanded reach globally.

Previously, Hailey appeared at the Australian premiere of “Wuthering Heights” in February, wearing a figure-hugging sheer black Saint Laurent dress.

Recently, Hailey supported her husband, Justin Bieber, as he headlined at Coachella in April. His performance faced criticism online, with some calling it uninspired and lazy. Critics were unhappy with Justin singing along to his old songs while playing YouTube music videos.

“I’m crying; this might be the worst performance I’ve ever seen,” a user commented. “What is Justin Bieber doing, bro? He was the highest paid for this?” another added, noting his reported $10 million payment for headlining.

Despite negative feedback, some admired the stripped-down element of his act. “These 8 minutes of Justin Bieber singing his old songs, I’ll treasure them,” a fan shared.

Lori Bashian writes for Fox News Digital.