Hailey Bieber Ditches Butt-Baring Underwear—Says It’s All About Hyping Eye Patches Now!
Added on October 10, 2025 inCelebrity News Cards
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So, Hailey Bieber just dropped the latest Rhode campaign, and boy, is it stirring the pot! Picture this: a new mom, rocking a killer post-baby bod, stepping out in a lingerie set that’s as bold as a Leo sun in full roar. It’s like the stars aligned to say, “Go big or go home,” but not everyone’s vibing with the sultry sale tactic. Flashing those cheeky thong vibes while hustling her billion-dollar beauty brand? Talk about mixing business with a bit of risqué pleasure. But here’s a thought — is this a cosmic clash of confidence or just another case of social media’s double standards? Either way, Hailey’s not just selling products; she’s sparking debates hotter than a Mars transit in Aries. Buckle up, because this promo’s as dramatic as a soap opera under a Scorpio moon. LEARN MORE.
Hailey Bieber is catching heat over her latest Rhode campaign. The supermodel, who launched her best-selling beauty brand in 2022, stripped down to a cheeky lingerie set on Instagram earlier this month, showcasing her killer body while driving sales of her merchandise. Flaunting her post-baby figure as she enjoys life as a mother, Hailey flashed her butt cheeks in a thong two-piece, but her fans didn’t seem to think the look was fitting for a beauty promo. Hailey, who has sold Rhode to e.l.f. beauty for $1 billion, continues to promote her brand, although clearly, this ad didn’t come without drama.
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Scroll for the photo. Flaunting her incredible figure in one photo, Hailey put on a cheeky display in a tight pair of black undies paired with a matching bra.
Showcasing her snap-back body after the August 2024 arrival of son Jack Blues, the wife to singer Justin Bieber highlighted her killer waistline and toned back, posing from a dimly-lit room with hanging clothes nearby.
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Hailey had kicked off her gallery with a glam close-up as she posed with a logo Rhode bag. Here, the mom of one showed off her glossy locks and high cheekbones while wearing her signature glowy makeup finish. The PUMA ambassador returned with her bag in further slides, once again carrying around her large black Rhode clutch. In a caption, she wrote: “@rhode.” The post earned celebrity likes from stars including makeup mogul Kylie Jenner and supermodel Bella Hadid, but the comments section has proven rocky.
Over 500 fans agreed with a comment reading: “Does she have to be in her underwear to promote a bag and eye patches.”
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“I’m with you on this. I don’t ever follow her, but she showed up on my page, so I looked through her photos and so many of her posts she is barely wearing clothes,” another fan quicky replied. This wouldn’t be the first time Hailey Bieber has shown some skin to plug her brand. Once again, this photo sparked criticism. “Put on some clothes you are not product,” one user told the A-lister.
Likely referencing the rumors that Hailey and 2018-married husband Justin are having marital problems, another wrote: “Waste of time..just remove everything and let others see what Justin used to see…no difference.” The comment is two weeks old.
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Hailey Bieber fronted media outlets in the summer for pulling a bit of a Kylie Jenner. Following in the Hulu star’s footsteps (Kylie sold 51% of her Kylie Cosmetics brand to Coty for $600 million in 2019), Hailey sold her Rhode brand to cosmetics giant e.l.f.
“Our partnership with e.l.f. Beauty marks an incredible opportunity to elevate and accelerate our ability to reach more of our community with even more innovative products and widen our distribution globally,” Hailey stated earlier this year.
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