Hailey Bieber soaks up the sun in behind-the-scenes photos for Lorde’s new campaign.
In a recent Instagram post, the 29-year-old model posted a campaign for her skincare and beauty brand Lorde, featuring the product and several photos of her on the beach in a bikini.
The campaign photos also included a behind-the-scenes shot of Hailey lying on the sand wearing a brown bikini, highlighting her toned abs.
She paired the bikini with a dark brown cropped long-sleeved cover-up and gave the camera a serious look while giving a thumbs up.
One fan wrote in the comments: “This is Hayley’s world and we’re just living in it 🤎.” Another added: “Most beautiful in the world 🤎.”
A third follower wrote: “She truly is becoming more and more iconic, more gorgeous and radiant every day, Hailey Bieber, you are that girl.”
Hayley launched Road in June 2022 with three products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. She continues to release other makeup and skin care products.
The company quickly gained popularity and was acquired by Elf in May 2025, with Bieber staying on as chief creative officer and head of innovation.
“When I launched @rhode in 2022, I always had big dreams for the company. What’s most important to me is to continue bringing Rhode to more spaces, places, and people around the world,” she announced on Instagram. “So today, we are very excited and proud to announce that we are partnering with Elf Beauty as we step into the next chapter of the Lord’s world.”
This isn’t the first time Hailey has dabbled in nudity, as she walked the red carpet at the Australian premiere of Wuthering Heights in February wearing a figure-hugging lace sheer black floor-length Saint Laurent dress that showed off her underwear.
Most recently, Hailey supported her husband Justin Bieber, who headlined Coachella in April. Online critics slammed Justin’s performance, calling it “the worst performance.”
Fans took issue with the second half of his act, in which he sang along to an old song while playing a music video on YouTube.
“I’m crying this might be the worst performance I’ve ever seen. He’s literally just playing music videos from YouTube…no effort, just laziness,” one user wrote on X.
“What the hell is Justin Bieber doing that says he’s the highest paid job at this bull job?” another added. Justin was reportedly paid $10 million to headline the festival.
Despite the criticism, some fans praised the artist’s stripped-down performance.
“These 8 minutes of Justin Bieber singing an old song will be cherished in my heart forever,” one fan wrote. “Thank you, Justin. Thank you.”
