Hailey Bieber has shared a sizzling new series of poolside snaps, showing off her sculpted physique in a tiny brown thong bikini while promoting her beauty brand, Rhode.
The 29-year-old model and entrepreneur posed beside a Palm Springs pool wearing the barely-there swimwear teamed with bright yellow heels, effortlessly blending high-fashion glamour with her signature minimalist aesthetic. In several of the photos, Hailey flashed her toned legs and derrière while lounging in the sunshine and posing against the desert backdrop.
The cheeky new campaign comes just weeks after Hailey shut down rumors that she had undergone a Brazilian Butt Lift, insisting her figure is the result of consistent workouts rather than cosmetic procedures.
Speaking to Allure magazine last year, the mother-of-one revealed she made a “commitment” to herself not to alter her appearance with surgery. Instead, she credited regular exercise for helping maintain her physique, explaining that she works out around four times a week and specifically pointed to lunges as one of the most effective exercises for toning her lower body.
© InstagramThursday’s glamorous shoot was tied to the launch of new Rhode products, continuing the remarkable success story of the skincare label Hailey founded in 2022.
Rhode has quickly become one of the most talked-about celebrity beauty brands in the world thanks to its minimalist branding, viral lip products and savvy social media strategy.
The company’s rapid rise reached a major milestone in May 2025 when it was acquired by e.l.f. Beauty in a blockbuster deal reportedly valuing the brand at around $1 billion.
© InstagramDespite the acquisition, Hailey has remained heavily involved in the company, stepping into the roles of chief creative officer and head of innovation.
Last week, the star opened up about the massive deal in an interview with Time magazine, revealing she had a very specific financial goal in mind before negotiations began.
© Variety via Getty Images“I’m somebody who really believes in, like, what you say out loud is very important. Our words are important,” she explained.
Hailey added: “I was like, ‘It has to be this number. I will not go for less.’ It was a goal.”
The beauty mogul’s growing business empire has continued to attract widespread attention alongside ongoing fascination with her marriage to Justin Bieber. But while headlines about the couple continue to swirl online, Hailey appears firmly focused on expanding Rhode’s influence in the increasingly competitive skincare market.
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