Hailey Bieber showcased a striking bikini look on Wednesday during her solo visit to Australia, timed with the debut of her skincare line Rhode in the region. The 29-year-old model and entrepreneur posted a sultry mirror selfie to her Instagram Story, captivating her 55.7 million followers.
Stunning Selfie Highlights Brand Launch
In the photo, Hailey wore a yellow bandeau top paired with low-rise bikini bottoms, putting her toned abs on full display. She stood with her legs crossed and shoulders back, appearing makeup-free with her damp brunette hair brushed back. The image was taken in her hotel room, offering stunning views of Sydney's cityscape.
Strategic Branding in the Shot
Notably, Hailey carefully held her iPhone to avoid obscuring the Rhode phone case, which features a slot for the brand's iconic lip treatments. This subtle product placement underscored the promotional nature of her trip. She did not caption the photo but later shared images from the Rhode launch event at Mecca Cosmetica.
Rhode's Expansion Down Under
For years, fans in Australia and New Zealand have eagerly requested access to Rhode's curated products, often resorting to stocking up during U.S. visits or paying high shipping fees through third-party sellers. This week, that changed as Rhode launched at Mecca, with the full collection now available for direct shipping via rhodeskin.com.
Hailey expressed pride in the global expansion, stating, 'We are proud to announce our global expansion to Australia and New Zealand, bringing the world of Rhode to even more places and faces. When launching into the Australian market, we looked for a globally aligned partner and Mecca was that perfect fit.'
Fan Excitement and Brand Background
Social media erupted with excitement, with one fan declaring, 'Dreams really do come true.' Rhode was founded by Hailey in June 2022, leveraging her status as a beauty and style icon. She serves as the brand's founder, chief creative officer, and head of innovation, and also acts as a strategic advisor to e.l.f. Beauty, which acquired Rhode for $1 billion in 2025.
Personal Life Amid Professional Milestone
While the launch marked a significant career moment, Hailey was without her husband Justin Bieber, 31. The couple, married since 2018, share a one-year-old son, Jack Blues. Hailey recently supported Justin at the Grammys, where he performed in underwear for his track Yukon but lost all four nominations.
Pre-Australia Activities
Before flying to Australia, Hailey attended the Super Bowl in Santa Clara, California, with best friend Kendall Jenner, 30. They watched the Seattle Seahawks defeat the New England Patriots from a VIP box at Levi's Stadium on February 8, joined by Kim Kardashian, 45, and F1 star Lewis Hamilton, 41, who are rumored to be dating.
This Australian launch represents a major step for Rhode, fulfilling long-standing fan demands and expanding Hailey's influence in the global beauty market.
