Hailey Bieber shows off toned abs in bikini for Rhode campaign photos

Hailey Bieber is enjoying the sun in behind-the-scenes photos of her new campaign for Rhode.

recently instagram Following the post, the 29-year-old model published a campaign for the skin care and beauty brand Rhode, featuring photos of herself on the beach in a bikini and with some of her products.

Among the campaign photos, Hailey also included a behind-the-scenes photo of herself lying on the sand in a brown bikini that emphasized her muscles.

She paired the bikini with a dark brown short-sleeved long-sleeved cover-up and gave the camera a serious look with her thumbs up.

HAILEY BIEBER SHOWS YELLOW BIKINI IN SUMMER PHOTOS AHEAD OF JUSTIN BIEBER’S ALBUM RELEASE

“This is Hailey’s world and we’re just living in it 🤎,” one fan wrote in the comments section. Another added: “The most beautiful in the world 🤎.”

“She truly gets more iconic, more gorgeous and sparkly every day, HAILEY BIEBER YOU ARE THAT GIRL,” a third follower wrote.

Hailey launched Rhode in June 2022 with three products: Peptide Shine Fluid, Barrier Repair Cream, and Peptide Lip Treatment. She went on to launch other makeup and skin care products.

Its popularity grew rapidly and it was acquired by elf in May 2025; Bieber remained as creative director and head of innovation.

“When I founded @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to continue to bring Rhode to more venues, venues, and faces around the world,” he said on Instagram. “Today, I am incredibly excited and proud to announce that we have partnered with elf Beauty as we step into the next phase in the world of Rhode.”

This isn’t the first time Hailey has dared to get naked as she walked the red carpet at the Australian premiere of “Wuthering Heights” in February in a sheer black floor-length Saint Laurent dress with body-hugging lace that showed off her underwear.

CLICK HERE TO SIGN UP FOR THE ENTERTAINMENT NEWSLETTER

Hailey last cheered on husband Justin Bieber when he headlined Coachella in April. Online critics criticized Justin’s performance, calling it his “worst performance”.

Fans took issue with the second half of his show, where he sang along to his old songs while playing music videos on YouTube.

Hailey supported her husband during his performance at Coachella. (Jeff Kravitz/FilmMagic)

“I’m actually crying this might be the worst performance I’ve ever seen. It literally just plays music videos from youtube…zero effort, just pure laziness,” one user said wrote to x.

“What the hell is Justin Bieber doing bro, telling me he’s the highest paid person to do this, bulls?” Another was added. Justin was reportedly paid $10 million to run the festival.

DO YOU LIKE WHAT YOU’RE READING? CLICK FOR MORE ENTERTAINMENT NEWS

Despite the criticism, some fans praised the artist for his simple performance.

“I will keep these 8 minutes of Justin Bieber singing his old songs in my heart for the rest of my life,” one fan said wrote. “THANK YOU JUSTIN, THANK YOU.”

Some fans took issue with Justin’s headlining performance at Coachella. (Amy Sussman/Getty Images)

CLICK TO DOWNLOAD FOX NEWS APPLICATION