Hailey Bieber’s bikini snap raises eyebrows

A celebrity’s bikini photo to promote the latest product from her beauty brand has raised eyebrows after eagle-eyed fans spotted a key detail.

A celebrity’s bikini snap has raised eyebrows after eagle-eyed fans spotted a key detail.

Hailey Bieber took to Instagram to share a series of bikini pictures to promote her beauty brand Rhode’s Lemontini peptide lip treatment.

The product is one of the first items the beauty brand launched, but now boasts an “improved version” of the formula.

To promote it, Bieber shared snaps of herself at the beach with the new product tucked into her bikini. A secondary picture shows a custom gold body chain with the word “Rhode” on it. The chain features a pouch where Bieber can store the lip gloss.

It’s unclear whether the chain will also be for sale as it’s not currently listed on the website but social media users couldn’t help but zero in on the detail.

Some praised the new design and lip gloss, with one social media user commenting: “The yellow is a neeeeed.”

Hailey Bieber's Rhode bikini snaps has divided fans. Picture: Instagram/@haileybieber

“I have no words THE CHAINNNNN,” another social media user added.

One said: “The body chain is everything.”

“Crying in Brazilian bc I WANT IT SO BADLYYYYYYYY,” one added.

Another fan of the new item added: “HAILEY IS READY TO TAKE MY MONEY.”

But others were less than impressed, with some claiming the belly chain was cultural appropriation.

“White woman selling waist chain,” one said.

Another added: “LIKEEEEEEEE can we just have 1 thing?????”

Some were more perplexed at the appearance of the design, saying it looked more like a tampon holder.

“Swear to god thought that was a tampon,” one person said.

Another added: “Why did I think this was a tampon. Was so confused.”

“Oh damn, I thought it was a tampon carrying case, so it keep a dry spare one with you! lmfao,” another said.

It was the belly chain that caught fans' attention. Picture: Instagram/@haileybieber

It was to promote the Lemontini gloss. Picture: Instagram/@haileybieber

Accessories for the popular beauty products have been a huge hit in the past, with the release of the Rhode phone case in February last year.

The 28-year-old model launched her beauty brand in June 2022, with an almost instant cult following.

At the end of May this year it was announced that e.l.f Beauty acquired Bieber’s brand, which hasn’t even celebrated its third anniversary, for a staggering $1 billion (A$1.56b)

She took to social media to share the big news with her more than 54 million followers on Instagram.

“I always had big dreams for the company,” she wrote at the time.

“I am so incredibly excited and proud to announce that we are partnering with e.l.f Beauty as we step into this next chapter in the world of Rhode.

“I found a like-minded disrupter with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand.

“I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of Rhode as well as strategic adviser to e.l.f Beauty.”

Originally published as Hailey Bieber’s bikini snap raises eyebrows