If you didn’t know yellow was back, Hailey Bieber just wrapped herself in it and made sure you never forget.
The Rhode founder and certified aesthetic architect has officially declared this the summer of the lemontini — not butter yellow (that’s so 2023), but a zesty, citrus-slick rebrand that just so happens to align with the launch of her new lemon-scented Peptide Lip Tint. Because no one does marketing like a glazed donut girl with a billion-dollar skincare empire and a yacht.
Hailey dropped the visual memo via Instagram on July 9, serving a Mallorca moment that felt like a sun-drenched editorial shoot — minus the photographer, plus a billionaire husband and designer robe. The first look? A Pucci bikini-cardigan-capri set that screamed resort-core, styled by Dani Michelle and accessorized with gold, polka dots, and a very “yes, I’m effortlessly fabulous” headband. Basically, it’s the kind of outfit you pack only if your vacation plans include paparazzi and passive brand placement.
But the real soft launch? That fluffy yellow SKYLRK bathrobe she slipped into post-yacht, casually revealing that Justin Bieber’s mystery label is quietly brewing behind the scenes. (Soft robe, hard launch, very Hailey.) Captioned “summer club lemontini girli,” the post did double duty: skincare plug and a very strategic nod to her husband’s newest business baby — all while letting the robe do the talking.
Because Hailey doesn’t just sell products. She sells peace, post-marital PDA, and a high-gloss version of soft luxury that somehow includes a full-body tan, a lemon lip balm, and a spiritual rebirth via citrus tones.
The Bieber Brand Machine is very much a family affair. Justin — who famously ditched Drew House in April like a toxic situationship — seems to be taking inspiration from Rhode’s visual identity, down to the joint-holding phone case he begged Hailey to “approve.” Iconic. Co-dependent. Possibly genius.
And while Hailey’s playing it cool (and lemon-coded), let’s not pretend this isn’t a power couple image rehab moment, either. After some online whisperings about a rocky patch in the Bieber household, this lemon-lit photo dump is giving: we’re fine, the gloss is fresh, and we’re lounging in coordinated neutrals to prove it.
One bikini, one robe, and one well-timed lip tint later — Hailey’s lemontini summer is not just a vibe. It’s a mood board. A soft flex. A lifestyle template wrapped in citrusy PR gold.
And you will want to copy it.
