Hailey Bieber shows off toned abs in behind-the-scenes photos from new Rhode beach campaign Hailey Bieber shared behind-the-scenes photos from her new Rhode skincare campaign, showcasing herself in a bikini on the beach. Her brand, Rhode, launched in 2022, was acquired by e.l.f. Beauty in May 2025, with Bieber remaining as chief creative officer. The article also touches on criticism of Justin Bieber’s recent Coachella performance, though some fans praised his stripped-down act.

• Hailey Bieber posted behind-the-scenes photos from her new Rhode skincare campaign, featuring beach shots in a bikini.
• Rhode was launched by Hailey Bieber in June 2022 and includes products like Peptide Glazing Fluid and Peptide Lip Treatment.
• The brand was acquired by e.l.f. Beauty in May 2025, with Bieber retaining her role as chief creative officer.
• Fans commented positively on Hailey Bieber’s appearance in the campaign photos.
• The article mentions criticism of Justin Bieber’s performance at Coachella, with some online users calling it his ‘worst performance’.
• Despite criticism, some fans appreciated Justin Bieber’s performance at Coachella.