Hailey Bieber is reminding everyone why the internet is always talking about her.
The Rhode founder turned up the heat Friday while promoting her beauty brand, sharing a series of bikini photos that had fans talking almost instantly. In the pics, the 29-year-old model showed off her toned figure in a brown thong bikini paired with bright yellow heels.
One photo captured Bieber from behind as she posed for the camera, putting her sculpted physique and sun-kissed tan on full display. Another snap featured her lounging poolside while balancing a Rhode product between the straps of her bikini top and showing off her abs.
Later in the day, Hailey added to the conversation by posting a close-up shot on her Instagram Story of a resistance workout band sitting just below her backside, seemingly nodding to the effort behind her fitness results.
The posts come shortly after Bieber addressed longtime speculation about cosmetic procedures, including rumors that she secretly underwent a Brazilian Butt Lift.
“I have no Botox in my face. I made a commitment to myself that I wasn’t going to do any Botox until I was in my thirties,” Bieber shared during an appearance on the In Your Dreams With Owen Thiele podcast back in October. “When I get there, I’ll see if I even want to do it. But, like, my mom has no Botox. My mom does nothing to her skin and she looks, like, insane.”
Clearly frustrated by the ongoing rumors, she added, “Why would I lie?”
Instead, Bieber explained that she stays committed to skincare treatments and wellness routines rather than cosmetic surgery.
“I’m just really diligent with my skincare, but there are treatments that I really do like,” Bieber continued. “I love PRP, which is when they take your blood from your arms and they spin it.”
The beauty mogul also opened up about trying PRF treatments.
“I’ve done PRF,” she said, explaining, “is, they take your blood, but they — it’s called EZ Gel— and basically they heat it, and then they cool it, and it kind of, like, makes your blood like a gel consistency. And then you inject it. So I’ve done that, which I loved.”
“And I’m just consistent with things like that. Like, I do that a couple times a year,” Bieber continued. “I’ve done, like, light little lasers before. So that’s it.”
This isn’t the first time Hailey has pushed back against plastic surgery rumors. Back in 2020, she called out online trolls for comparing heavily edited photos of her appearance over the years.
“Stop using pics that are edited by makeup artists!” Bieber commented under a since-deleted social media post. “This photo on the right is NOT what I look like…”
“I’ve never touched my face,” she wrote. “So if you’re gonna sit around and compare me at 13, and then me at 23, at least use a natural photo that wasn’t edited so crazy.”
As for how she stays in shape, Bieber — who welcomed son Jack with husband Justin Bieber in 2024 — recently told Time Magazine that her workouts mostly revolve around strength training and Pilates.
That said, she admitted she thinks Pilates culture may be getting a little out of hand.
“I think it’s a little over. I love Pilates, I really do. But I think it’s become a little bit of a fad, and it’s really hard to find really good teachers that care about form,” she said.
