Hailey Bieber posted a new set of behind-the-scenes Instagram photos from Rhode’s latest beach campaign, and one image did most of the talking: a brown bikini shot on the sand that showed off her toned abs. The 29-year-old paired the look with a dark brown cropped long-sleeve cover-up, keeping the campaign polished even in a casual setting.
The post matters now because it is the newest push for Rhode, the skincare and beauty brand Bieber launched in June 2022 and still helps steer after e.l.f. acquired it in May 2025. She stayed on as chief creative officer and head of innovation, and her own words at the time of the deal made the strategy plain: she wanted to keep bringing Rhode to more spaces, places and faces globally. The beach images fit that pitch exactly, putting her at the center of the brand’s next chapter while fans filled the comments with reactions.
Rhode began with three products — the Peptide Glazing Fluid, the Barrier Restore Cream and the Peptide Lip Treatment — and has leaned heavily on Bieber’s image to sell its clean, glossy look. That image has also kept her in the spotlight for reasons beyond business. In February, she walked the red carpet at the Australian premiere of Wuthering Heights in a figure-hugging lacy sheer black floor-length Saint Laurent dress that showed her underwear, and in April she supported Justin Bieber during his Coachella performance. The new campaign lands in the same lane: carefully styled, heavily shared and designed to travel fast online.
What Rhode featured in the beach shoot beyond Bieber’s bikini was not spelled out in the post, which leaves the product focus of the campaign less clear than the visual message. Even so, the choice to put her on the sand, in brand colors and with product in frame, shows Rhode is still using Bieber as its clearest sales pitch as the company settles into life under e.l.f.
If there is a next step, it is likely to come from Rhode’s own rollout rather than from Bieber’s feed. For now, the post does what it was meant to do: keep her name, her brand and the promise of a bigger Rhode in the same frame.
