There’s business — and then there’s doing business while glowing in a gold bikini.
Hailey Bieber is heading into a major new chapter with her beauty brand Rhode, and she marked the moment in true Hailey fashion: sunlit, effortless, and camera-ready.
In a recent Instagram post, Bieber shared a relaxed mirror selfie wearing a shimmering gold bikini. Her hair was wet and worn down, framing her face naturally as she looked straight into the camera. The city skyline of Sydney appeared reflected behind her, suggesting she’s already on the ground ahead of Rhode’s Australian launch.
The bikini snap was placed between promotional images for Rhode, subtly blending personal downtime with business momentum. She didn’t spell out her location in the caption, but she made one thing clear — the expansion is real.
Rhode, which launched in 2022, has steadily grown into a global beauty force. Bieber isn’t just the face of the brand — she’s deeply involved behind the scenes as founder, chief creative officer, head of innovation, and strategic advisor. The line has gained popularity for its streamlined product range and performance-driven formulas.
Now, Rhode is officially expanding to Australia and New Zealand through a partnership with Mecca Cosmetica. In a statement announcing the move, Bieber expressed pride in bringing the brand to new markets, explaining that Mecca was the ideal partner for the launch.
The milestone follows another headline-making moment. Last year, Bieber sold Rhode in a deal reportedly valued at $1 billion, solidifying her status as one of the most successful entrepreneurs in the beauty space. In an interview with GQ, she reflected on how the brand’s success has consistently surpassed her expectations.
Part of Rhode’s appeal, she has said, lies in its genderless approach. The minimalist packaging and accessible formulas are designed to attract everyone — including her husband and many of her male friends, who she’s noted have been longtime users of the products.
Between billion-dollar milestones and bikini mirror selfies, Bieber seems to be balancing ambition and ease with precision.
Sunlight. Gold tones. Global expansion.
And if this is how she prepares for a launch, Australia might not be ready.
