Is Hailey Bieber’s new Rhode lip gloss belly chain fashion-forward or just too far?

Hailey Bieber is no stranger to turning heads whether it’s with her dewy skin, viral glazed donut nails, or minimalist street style. But her latest launch for Rhode Skin has the internet in full debate mode. On July 2, the model and entrepreneur took to Instagram to show off what might be her most unexpected accessory yet: a gold belly chain that doubles as a lip gloss holder.

Dressed in a simple bikini, Hailey Bieber posed with a lemon-yellow gloss and matching pouch hooked onto the metallic belt-like chain. The caption, “lemontini ballerini,” hinted at the summer-inspired drop, which also includes a coordinating phone case and a new peptide lip tint. But while some fans immediately added it to their wishlists, others were...confused.

Hailey Bieber’s belly chain lip gloss holder goes viral

The post quickly caught fire across Instagram and TikTok, and not just for the aesthetic. Some users thought the chain looked like something else entirely. For Hailey, this isn’t just about creating buzz it’s about pushing boundaries. As the founder of Rhode Skin, she’s consistently blended skincare with accessories in a way that feels fresh. And like it or not, this belly chain did exactly what it was meant to: get people talking.

Even her inner circle chimed in. Justin Bieber’s half-sister Jazmyn commented “loveeee,” and stepsister Allie wrote “obsessed! need this.” Influencer and DWTS contestant Alix Earle simply said what many were thinking: “HOTTTT.”

But it wasn’t just the belly chain making headlines. Fans also questioned the specific shade of yellow she used asking why it wasn’t the popular “butter yellow” seen across fashion this summer. Hailey Bieber didn’t hold back. On her Instagram story, she wrote:

“It’s not butter yellow because it’s LEMON. not butter. and butter yellow is played out… respectfully.”

The Rhode team doubled down, sharing more lemon-themed visuals and tagging it “lemontini summer.” It’s clear the brand isn’t trying to blend in it’s aiming to lead.

Whether you think it’s a genius beach-day accessory or a step too far, Hailey Bieber’s belly chain has done its job. It sparked conversation, broke away from the ordinary, and gave fans something fun to talk about.

At the end of the day, Hailey Bieber knows how to stay one step ahead. And if that means wearing your lip gloss around your waist? So be it.

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