While Megan Thee Stallion is using her new bikini line to kickstart Hot Girl Summer 2.0, Hailey Bieber is making a compelling case for the “Summer of Rhode.” The wealthy Rhode founder, who continues to serve as chief creative officer and head of innovation after the beauty brand was sold to cosmetics giant e.l.f. for $1 billion in 2025, has been teasing a June 9 product launch with a cavalcade of bikini-clad snaps.
One 11-photo Instagram post features a combo of campaign imagery featuring the former Maxim cover star in an extra bronze light as well as sun-tanned selfies and what appear to be candid images of a beachy getaway. The penultimate photo will be especially interesting to Rhode fans, as it appears to preview a couple of bronzing products that are expected to debut in the summer launch.
“Hailey Bieber hallelujah,” one follower wrote—a nod to “Everything Hallelujah,” husband Justin Bieber’s sonic love letter to his family. Another said, “It should cost 2 billion to look this good boo,” which references Rhode’s 10-figure acquisition.
Almost simultaneously, Bieber dropped another sultry IG post captioned “Summer of Rhode”—tryptich of black-and-white shots showing Bieber poolside in a thong bikini. Fellow Maxim cover model Jasmine Tookes approved with a trio of “fire” emojis, while another commenter declared her “an icon.”
As Forbes notes, the upcoming Rhode collections will feature three new products: Pocket Bronze (a cheek-sculpting stick), Pocket Brush (a double-ended blending tool) and Highlight Milk (a shimmery twist on the brand’s bestselling, nutrient-rich Glazing Milk). New hues for the Peptide Lip Tint and Peptide Lip Shade are also expected, along with a beach-ready terry cloth bag and plush towel.