Hailey Bieber continued to promote her wildly popular cosmetics brand Rhode in sizzling fashion on Wednesday.
The model, 26, shared more snaps from her sexy beach shoot in preparation for the release of her Passionfruit Jelly flavored peptide lip treatment.
In the latest shots, a bikini-clad Hailey devoured a fresh passionfruit as she basked in the sunshine.
Her short, shoulder-length hair was slicked back, and she rocked chunky gold jewelry, a flawless yellow manicure, and a fresh swipe of lip gloss.
Fans can currently join a waitlist for the tropical lip treatment, set to drop April 6 for $16.
Juicy! Hailey Bieber continued to promote her wildly popular cosmetics brand Rhode in sizzling fashion on Wednesday
The new shots captured Hailey doling out a serving of the gelatinous fruit along with a close-up of the emptied snack and her bikini top.
‘tomorrow is the day… passionfruit jelly launches tomorrow at 9am pst,’ she captioned the post.
Hailey has been promoting the newest addition to her peptide line, Passionfruit Jelly, with a slew of sexy beach shots this past week.
The shoot included snaps of her rocking a gold chain ‘bra’ which would have exposed her cleavage – had she not covered herself up with the fruit.
That ‘bra’ did not come cheap as it was diamond encrusted.
PageSix revealed the chain is Jacquie Aichie’s 50 Diamond Bra which costs over $10,000.
Models Emily Ratajkowski and Olivia Culpo are also fans of Aichie’s designs.
Hailey launched her Rhode skincare line — named after her middle name — in June 2022.
Snack break! The new shots captured Hailey doling out a serving of the gelatinous fruit
Highly-anticipated: Fans can currently join a waitlist for the tropical lip treatment, set to drop April 6 for $16
Fresh gal: The shoot included snaps of her rocking a gold chain ‘bra’ which would have exposed her cleavage – had she not covered herself up with the fruit
The business has been booming ever since.
CEO Melanie Bender, who joined the company in October 2022, recently talked to Vogue Business about the brand’s astronomical sales.
‘We crossed the eight-figure [sales] threshold in just 11 days of selling. It’s surpassed anything I’ve ever seen,’ Bender said.
She added that Bieber is also involved in all aspects of the business.
Bender stated, ‘As founder and creative director, she plays a major role in product development and overall creative direction of the brand.
‘We are speaking to her more than once a day to build our formulas and priorities around what she identifies as a need in the market,’ she added.
Fun chica: The 26-year-old star from Arizona was seen holding pieces of passion fruit over her chest to protect her modesty as she beamed in new images taken on a beach
Playful: The wife of pop star Justin Bieber had a glowing tan as she held the half pieces of fruit just so in a very suggestive move
Silly Hails: Also on her chest was a yellow gold chain ‘bra’ that went around her breasts, around her neck, and behind her back
Less than one year in, Bieber is now planning a global expansion, with the line’s launch in Canada to be followed by a United Kingdom branch.
Justin accompanied his wife to a dinner party in Toronto last week to help her celebrate Rhode’s Canadian debut.
Last fall Hailey was included on Forbes magazine’s 30 Under 30 list, where she earned a spot for her flourishing business.
The star took to social media to share the news and she wrote, ‘Thank you so much @forbes @forbesunder30 so beyond excited about this cover, and so very excited for everything that is to come with @rhode and thank you to team @rhode for being the most bad a** team I could ask for.
‘The journey has been one that causes me to pinch myself on the daily. Cover shot by @timtadder story written by the wonderful mcgrathmag @hairinel @leahdarcymakeup @danixmichelle #ForbesUnder30.’
In the accompanying interview, Hailey revealed that she and her business partners went through several rounds of reformulating products during the development process until they met her standards, while making sure the price tag on any product did not exceed $30.
New look: Also on Monday she posted this image of herself in a leopard print bikini
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