Hailey Bieber Showcases Rhode Beauty Campaign Amid Coachella Performance Talk

Hailey Bieber recently shared behind-the-scenes photos from her new campaign with Rhode, her skincare and beauty brand, on Instagram. At 29, the model posed on a sunlit beach, accented by a brown bikini paired with a dark brown cropped long-sleeve cover-up. The photo series prominently featured her brand’s products.

Bieber founded Rhode in 2022. By May 2025, it had gained enough popularity to be acquired by e.l.f., while she continued as chief creative officer and head of innovation. She launched Rhode with three key products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. Bieber expressed her ambition to expand globally with e.l.f. Beauty, aiming to bring Rhode to more people worldwide.

Fans and followers praised her latest photos, leaving admiring comments. One added, “the most beautiful in the world,” while another noted, “Hailey Bieber, you are that girl.”

Bieber’s daring style choices are not new. She made headlines in February with her appearance at the Australian premiere of “Wuthering Heights” in a striking Saint Laurent dress.

Meanwhile, Hailey also stood by her husband, Justin Bieber, as he headlined Coachella in April. His performance drew mixed reactions from fans and critics. Some attendees criticized Justin for relying heavily on music videos during his set, with comments labeling it his “worst performance.” He reportedly earned $10 million for this appearance.

Despite the negative feedback, many fans expressed appreciation for his performance. One noted the nostalgic value of the experience, stating, “THANK YOU JUSTIN, THANK YOU.”