Hailey Bieber made a new hands-free way to hold the Rhode lip balm - but fans are divided

After becoming virtually synonymous with the viral Rhode Lip Case — which is currently £23 in a Prime Day deal — Hailey Bieber is back with another ingenious invention. And this time it resembles a tampon. At least that’s what the chronically-online people of the internet are saying.

Taking to Instagram on July 2, the multi-millionaire entrepreneur and supermodel — who recently sold her skincare company Rhode in a whopping $1billion (£735million) deal— posted what's likely to be the latest Rhode offering on social media (she has to sell it eventually, right?) and it’s none other than a lip gloss-holding belly chain…thing.

That’s right folks — Hailey is trying to solve the ever-prevalent problem of how to easily carry your beloved Rhode Lip Treatment on a sandy beach, one bedazzled lip gloss-holding, belt-style belly chain at a time.

READ MORE: Justin Bieber's 'masking smile' as wife Hailey removes wedding ring in 'unusual gesture'

Donning a gorgeous black bikini, Justin Bieber’s wife can be seen sporting the fashionable accessory on the beach. Unveiling the latest line-up of accessories from her wildly successful beauty brand, Hailey captioned the post ‘lemontini ballerini’ as she showcased a range of new products via the photo carousel.

In the post, Rhode’s newest offerings: a lemon-yellow silicone phone cover, complete with a yellow peptide lip tint and pouch to match, can be seen subtly advertised alongside the metallic golden lip gloss-carrying belly chain.

Not only does the belt-style belly chain serve as a bikini accessory, it also proves its mettle as a functional lip gloss holder. One would be hard pressed to find a better two-in-one offer, really.

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However, not everyone was left as impressed with Hailey's newest accessory, with several social media users leaving vastly varying responses about it on her post.

While one stunned user commented: “Why did I think that was a bedazzled tampon for a second.” Another exclaimed: “Omg the perfect tampon holder.”

A third user asked the all-pervasive question: “Who in the world needs to apply lip gloss so often to have it dangling on a chain?” While a fourth Instagram user said: “I'm really sorry but that looks like a tampon. Not the best advertising campaign.”

A fifth person was just glad they weren’t the only one who was confused: “Looking at the comments at least I’m not the only one who thought it was a tampon.” And another comment on Hailey’s post stated: “I NEED THAT CHAIN BELT.”

Justin’s family was all in on the look as well, with his half-sister Jazmyn Bieber commenting “loveeee” and stepsister Allie Bieber adding, “obsessed! need this.”

Upcoming Dancing With the Stars contestant and famous TikTok influencer Alix Earle also gave the accessory her stamp of approval, commenting, "HOTTTT" on the post.

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