Hailey Bieber is once again turning heads and setting trends. In a new photoshoot promoting Rhode’s limited-edition “Lemontini” Peptide Lip Tint, the businesswoman and style icon debuted a custom gold belly chain that’s already becoming a summer craze.
Styled with a classic black bikini, Hailey’s look was completed with a dazzling gold “Rhode” chain around her waist. But this wasn’t just any accessory. The chain came equipped with a tiny pouch designed specifically to carry the new lip tint, merging Y2K nostalgia with modern beauty branding in signature Hailey fashion.
“Girl that belly chain with the peptide lip tint is too iconic," one fan wrote, adding, "Marketing always slays!!!!” Others chimed in with “Hello the rhode belly chain??? Need,” and “Please release the waist chain too!!”
While it hasn’t been confirmed whether the item will be made available to the public, demand is definitely there. Hailey’s approach to product launches continues to be a perfect marketing strategy. From the headline-making Rhode phone case to this latest waist chain moment, Hailey knows how to capture attention.
Even Justin Bieber took a page out of his wife’s playbook, recreating her phone case design for his own fashion line, SKYLRK. According to sources close to the couple, Justin Bieber couldn’t be prouder. “He’s seen how hard she’s worked from day one,” a source told People. “This was never a side project—Hailey poured her heart into building Rhode. He’s so happy for her and supportive of this next step.”
The couple also made a rare public appearance at a Kendrick Lamar concert recently, where Justin even surprised fans by joining SZA on stage for a live rendition of “Snooze,” a song he featured on back in 2022.
Still, even amid career achievements, Hailey continues to face public criticism over her marriage after rumors of tension since the birth of their son, Jack Blues Bieber. In her recent Vogue interview, she addressed the ongoing speculation. “Well, I thought seven years in it would’ve already [died down], and it hasn’t,” she said. “You would think after having a child, people would maybe move on."