Hailey Bieber Shares Rhode Beach Campaign Photos in Brown Bikini
hailey bieber put Rhode’s beach campaign on Instagram with behind-the-scenes photos that showed her in a brown bikini and highlighted her toned abs. The 29-year-old model and Rhode founder used the post to keep the skincare and beauty brand in view after its 2025 acquisition by e.l.f.
Rhode’s Beach Shoot
One behind-the-scenes image showed Bieber lying on the sand in a brown bikini, paired with a dark brown cropped long-sleeve cover-up. She gave the camera a serious look and flashed a thumbs up, a clean visual that keeps the focus on the products and the founder at the center of the frame.
The beach campaign featured her on the sand in a bikini with some of Rhode’s products. That setup fits the brand’s usual formula: Bieber as the face, the products in the scene, and a lifestyle image built to move skincare and beauty rather than chase a one-off celebrity post.
May 2025 Deal
Rhode was acquired by e.l.f. in May 2025, and Bieber stayed on as chief creative officer and head of innovation. Her Instagram announcement framed that move as the next chapter for the company, which she launched in June 2022 with the Peptide Glazing Fluid, the Barrier Restore Cream and the Peptide Lip Treatment.
“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,” she wrote. She added, “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.”
Brand Face Still Bieber
The comment section pushed the same message back in simpler terms. One fan wrote, “It’s hailey’s world and we’re just living in it ?,” while another said, “the most beautiful in the world ?,” and a third posted, “She really does just get more iconic everyday and more gorgeous and radiant, HAILEY BIEBER YOU ARE THAT GIRL.”
Bieber has already used high-visibility fashion moments to keep her profile attached to the brand, including the Australian premiere of Wuthering Heights in February and Justin Bieber’s Coachella headlining performance in April. The latest Rhode post is less about a single swimsuit photo than about a founder still doing the work of a company’s main campaign asset.
