Hailey Bieber In Bikini Flaunts Sandy Mermaid Fishtail

Looking like Ariel, Hailey upped the ante as she posed right from the shores and with only her upper body visible. The wife to Justin Bieber drew attention to her toned arms and shoulders, also flaunting major curves as she stripped down to a plunging string bikini in sunglow yellow.

Soaking up the sun and glistening under beating rays, Hailey caught the eye with a creative and fun mermaid fishtail, one that likely took a while to set up. Hailey was showing off her world-famous abs as she kicked back for her beach moment, but it was all business in the caption. Just this month, Hailey launched her Rhode brand in Canada.

In a swipe right, Hailey shared a promo shot of her luscious lips licking up some fresh passion fruit, again here plugging her product. Urging fans to stock their carts, she wrote, "Mood all summer long. inside the rhode zine we made for passionfruit jelly. Passionfruit jelly launches Thursday 4/6 9am pst," also tagging Rhode. Scroll for more swimwear shots.

Fans have left over 1.6 million likes. Hailey has, however, received criticism for a long string of highly sexualized images used to promote Rhode's latest drop. Skimpy bikinis and sandy bums seem to be raising eyebrows as fans wonder how it's all linked to skin care.

"I ever understand hailyy's [sic] advertising photos, she looks like she's wearing a bikini, sunscreen, sand, not lip gloss," one fan wrote. Over 2,000 others liked the comment.

Agreeing was a user who said, "Your comment is what I looking for lol I think she stuck her lip product at her bikini bottom’s back looking absolutely strange and totally not fit the entire frame I’m not a hater just talking about my opinion."

Hailey has not addressed the comments.

Instead, she's all tube tops and miniskirts for the Rhode Canada dinner, with plenty more bikini and topless action sandwiching it all.