Hailey Bieber shared a cheeky new Instagram post on Thursday, showing off her bottom in a racy thong bikini.

The wife of pop singer Justin Bieber, 29, left little to the imagination in the series of new snaps, which showed her posing by a Palm Springs pool in yellow heels. 

Bieber was recently forced to deny rumors she underwent a Brazilian Butt Lift, saying she made a 'commitment' to herself not to alter her appearance with the help of a doctor.

In an interview with Allure magazine last year, the mother-of-one instead credited her fit physique to working out four times a week. She specifically cited lunges as the exercise that best help tone her bottom.  

Thursday's photos were posted by Bieber to promote a range of new products from her beauty brand, Rhode.  

Rhode is valued at approximately $1 billion as of May 2025, following an acquisition deal by elf Beauty. 

Last week Bieber told Time magazine that she drew a firm 'line in the sand' before agreeing to the blockbuster deal that transformed her from celebrity founder into one of the beauty industry's most closely watched entrepreneurs.

She reflected on the company's rapid rise and her determination to maintain what she described as an accessible approach to skincare following its acquisition by elf Beauty.

The deal – one of the most talked-about celebrity beauty transactions of the past year – further cemented her status as a major force in the cosmetics industry amid continuing fascination with her marriage to Bieber.

In her Time profile said she said about 'manifesting' a target sale price of $1 billion for her brand: 'I'm somebody who really believes in, like, what you say out loud is very important. Our words are important.'

The entrepreneur explained she set a clear financial target before entering negotiations around the company's future.

Hailey added: 'I was like, "It has to be this number. I will not go for less." It was a goal.'

Following the acquisition, Bieber stepped into the roles of chief creative officer and head of innovation, maintaining direct involvement in the brand she launched as part of the growing wave of celebrity-backed skincare and beauty labels.

Rhode quickly became one of the most visible names in the market through minimalist branding, viral lip treatments and aggressive social media marketing strategies that resonated particularly with younger consumers.