Hailey Bieber, who made headlines earlier this week for a topless photo shoot, was spotted wearing heavy bangle bracelets in a mustard color and red. Another image shows her holding pieces of passion fruit on a beach while wearing a floral print bikini top. In her Instagram caption, she promotes her new passion fruit jelly flavor for her skincare brand Rhode, which she debuted last week with a photo shoot featuring her wearing a diamond-encrusted chain bra worth over $10,000. The shoot also featured her wearing a multi-colored bikini top. Rhode is named after her middle name and was launched in June 2022. Emily Ratajkowski and Olivia Culpo are also fans of the designer behind the diamond bra.
The company has experienced a great deal of success recently. According to CEO Melanie Bender, who joined the company in October 2022, they achieved an eight-figure sales figure in just 11 days of selling, which she described as surpassing anything she had ever seen. Bender also stated that Bieber is involved in all aspects of the business, serving as the founder and creative director. She plays a major role in product development and overall creative direction, with the team speaking to her more than once a day to build formulas and prioritize market needs. After less than a year, Bieber is already planning a global expansion, starting with the launch of the brand in Canada and followed by a United Kingdom branch.
Last week, Justin joined his wife at a dinner party in Toronto to celebrate Rhode’s successful launch in Canada. Hailey, who was listed in Forbes magazine’s 30 under 30 last fall, expressed her excitement on social media and thanked Forbes for the cover. She also thanked her team at Rhode for their support and dedication. In her interview with Forbes, Hailey shared that they went through multiple rounds of product reformulation to ensure that the final product met her standards and was priced under $30. She expressed her gratitude for the journey and the team that made it possible. The cover shot was taken by Tim Tadder, and the story was written by McGrathmag.