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Hailey Bieber Channels Winter Moodiness in All-Black Look for Intimate Photos

The supermodel and entrepreneur teased sultry new moves for her popular Rhode skincare brand.

Ananya Panchal

Hailey Bieber
Hailey Bieber / Phillip Faraone/VF25/Getty Images

Hailey Bieber is officially ushering in the moody season.

The Rhode founder dropped a cinematic new photo dump on Instagram yesterday, swapping summer’s citrusy glow for something darker, sleeker and decidedly more sultry. With dramatic lighting, silky black lingerie and flawless skin, the vibe was full-on winter muse.

Her caption was as minimalist as the shoot itself: just a tag for her popular Rhode beauty brand. But if you’ve followed Bieber’s marketing moves before, you know that’s all she needs to set off a frenzy.

View the post here.

The 28-year-old, who celebrates her birthday in late November, posed in a series of artfully styled shots that showcased her creative direction and model instincts. In the cover photo, she flashed her signature smolder while clutching a plush black Rhode pouch (which fans are already begging her to release). A peachy flush, fluffed-up brows and gleaming skin gave soft glam perfection.

Another image featured her lying on crisp white sheets with only Rhode’s new Peptide Eye Prep patches visible under her eyes—strategically timed to tease the brand’s latest drop. In a back-facing pose, she turned over her shoulder to show off the sleek black lingerie set and a little curve-hugging drama.

Lingerie, coats and that signature glow

The setting was pure aesthetic mastery: neutral bedding, warm lighting and a clean rack of textured coats—think vintage fur, leather, wool. She flaunted her slim, sculpted figure and toned abs and backside in the classic bra and hipster underwear set.

It’s a clear departure from the vibrant summer branding of Rhode’s lemontini and glazed-donut days. That was playful. This is powerful. Hot off the heels of her glamorous, refreshing new eye patch drop, we suspect Bieber might be gearing up to launch something richer and warmer...perhaps a bronzer, for winter. After all, she’s the queen of the teaser drop.

A Rhode state of mind

Bieber’s ability to blend fashion, marketing and authenticity into every post is unmatched. One moment, she’s a Parisian snow angel in vintage Dior, and the next she’s casually flexing her phone’s new Rhode lip case in a laptop selfie. Whether she’s wearing YSL track jackets or lounging in bed, she’s always in control of the narrative.

Between the strategic fashion nods and the simple product placement, one thing’s clear: the mom of one is a mastermind.

Fans react

Between begging for the new Rhode cosmetics pouch and complimenting her undeniable face card, the New York native has her engagement extra high in the comment section.

“HAILEY BIEBER WE NEED THIS BAG,” Vriddhi Patwa begged.

“Girl girl girl ❤️‍🔥,” Kim Russell added.

“hailey !!! obsessed,” Devin Dowell exclaimed. “needing the bag in my hands asap.”

“Mommy sorry mommy sorry,” Emily Vaughn wrote.

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