Hailey Bieber, the world-renowned model, entrepreneur, and influencer with millions of followers, just unveiled the enchanting Greek island of Milos on her Instagram, showcasing it as the breathtaking backdrop of the latest campaign for her beauty brand, Rhode.
In Greece, summer isn’t just a season — it’s a statement. And no one could highlight the whitewashed alleyways, the crystal-clear waters, and the sun-drenched landscapes that turn everything golden — from homes to skin — quite like Hailey. Having previously visited the island with husband Justin Bieber, she now returns with a new mission: business.
The beloved Cycladic island takes center stage in Rhode’s new visual campaign, set against Aegean blues and fiery sunsets. Likely tied to the launch of the brand’s latest essentials, the campaign was shot entirely on location in Milos, capturing the essence of simplicity, natural beauty, and the effortless cool that defines a Greek summer. From Kalamata olives to white chapels perched on hillsides, the Greek landscape becomes the ultimate beauty set.
Fronting the campaign is Georgina D’silva, posing on rustic piers and in classic Cycladic courtyards wearing a vintage polka dot bikini, while trying out Rhode’s beloved Peptide Lip Tint and the new Barrier Restore Cream. All of it, of course, illuminated by the unmistakable Cycladic light — no filter needed.
Milos wasn’t chosen at random. It’s a favorite among A-listers, jet-setters, and Instagram tastemakers alike, exuding a kind of effortless luxury — exactly the vibe Rhode aims to embody. Greece has long served as a global muse: from Jacquemus campaigns to Beyoncé and Dua Lipa’s vacations, it’s the ultimate summer aesthetic.
A Business Move with Glamour
Just days before the campaign launch, Hailey Bieber announced the 1 billion dollars sale of Rhode to e.l.f. Beauty — staying on as founder, CCO, and Head of Innovation, with the Cyclades as the stylish start to this new chapter.
Milos isn’t just a destination anymore, it’s a brand. And Hailey Bieber knows it. In an age when authenticity, natural beauty, and cultural heritage are the most powerful trends in beauty and lifestyle, Greece is once again stepping into the global spotlight — glowing brighter than ever.
