Hailey Bieber Shines in Summer Campaign for Lorde

Hailey Bieber is enjoying the sun and sharing glimpses of her latest campaign for her skincare brand, Lorde. In a recent Instagram post, the 29-year-old model showcased a beach photo featuring herself in a bikini alongside some of her products.

The campaign also offered a behind-the-scenes sneak peek of Hailey lounging on the sand in a brown bikini, which accentuated her toned abs. She complemented her look with a dark brown cropped cover-up, giving a serious expression to the camera while flashing a thumbs-up.

One fan commented, “This is Hayley’s world and we’re just living in it 🤎,” while another added, “Most beautiful in the world 🤎.” A third supporter remarked on her growing iconic status, praising her increasing beauty and radiance.

Hailey launched Lorde in June 2022 with three key products: Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. The brand quickly gained traction, leading to its acquisition by Elf in May 2025. Hailey remains on board as chief creative officer, overseeing innovation and expansion.

“When I launched @rhode in 2022, I envisioned big dreams for the company. Continuing to spread Rhode to more areas and audiences around the globe is what matters most to me,” she shared on Instagram. “So today, we are thrilled to partner with Elf Beauty, stepping into this next chapter.”

This isn’t Hailey’s first time making bold fashion choices. At the Australian premiere of Wuthering Heights in February, she wore a form-fitting sheer black lace dress that turned heads.

In another recent appearance, Hailey supported her husband, Justin Bieber, during his performance at Coachella in April. Unfortunately, online critics were rather harsh, labeling it “the worst performance.” Some fans found fault with the latter part of his act, where he played an old song while displaying a music video on YouTube.

One viewer expressed their frustration, stating, “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 being lazy.” Another chimed in, criticizing the amount he was paid to perform.

Despite the backlash, some fans appreciated his stripped-back performance. One said, “These 8 minutes of Justin Bieber singing an old song will be cherished in my heart forever. Thank you, Justin, thank you.”