Hailey\u00a0launched Rhode in June 2022<\/a>\u00a0with three products: the\u00a0Peptide Glazing Fluid, the\u00a0Barrier Restore Cream and the\u00a0Peptide Lip Treatment. She has gone on to release other makeup and skincare products.<\/p>\nIt quickly grew in popularity and was acquired by e.l.f. in May 2025, with Bieber staying on as chief creative officer and head of innovation.<\/p>\n
\u201cWhen 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,\u201d she announced on Instagram. \u201cSo today I am so incredibly excited and proud to announce that we are partnering with\u00a0e.l.f. Beauty\u00a0as we step into this next chapter in the world of rhode.\u201d<\/p>\nThe 29-year-old model posted a campaign for her skincare and beauty brand, Rhode, featuring photos of her on the beach in a bikini with some of her products. Instagram\/@rhode<\/span><\/figcaption><\/figure>\nHailey also included a behind-the-scenes picture of her lying on the sand in a brown bikini, highlighting her toned abs. haileybieber\/Instagram<\/span><\/figcaption><\/figure>\nThis is far from the first time Hailey dared to bare, as she walked the red carpet at the Australian premiere of \u201cWuthering Heights\u201d in February in a figure-hugging lacy\u00a0sheer black floor-length Saint Laurent\u00a0dress that showcased her underwear.<\/p>\n
Most recently, Hailey cheered her husband, Justin Bieber, on as he headlined at Coachella in April. Critics online panned Justin\u2019s performance, calling it his \u201cworst performance.\u201d<\/p>\n
Fans took issue with the second half of his act, which featured him singing along to his old songs as he played their music videos on YouTube.<\/p>\nHailey\u00a0launched Rhode in June 2022\u00a0with three products: the\u00a0Peptide Glazing Fluid, the\u00a0Barrier Restore Cream and the\u00a0Peptide Lip Treatment. She has gone on to release other makeup and skincare products. Instagram\/@rhode<\/span><\/figcaption><\/figure>\n\u201cI\u2019m crying this might actually be the worst performance i\u2019ve ever seen. He\u2019s literally just playing music videos from youtube\u2026 zero effort, just pure laziness,\u201d one user\u00a0wrote on X<\/a>.<\/p>\n\u201cWhat the hell is justin bieber doing bro you\u2019re telling me he was the highest paid to do this bulls\u2014?\u201d another added. Justin was\u00a0reportedly paid $10 million\u00a0to headline the festival.<\/p>\n
Despite the criticism, some fans praised the artist for his stripped-down performance.<\/p>\n
\u201cThese 8 minutes of Justin Bieber singing his old songs, I\u2019m going to treasure them in my heart for the rest of my life,\u201d one fan\u00a0wrote<\/a>. \u201cTHANK YOU JUSTIN, THANK YOU.\u201d<\/p>\n<\/p><\/div>\n