The last picture in Hurley's photo collage showed her opening the "floaty" beach robe and revealing a white string bikini.
Fans flooded Hurley's comment section, praising her for how great she looks. "Never-ageing Queen!" one user wrote and another added, "Always stunning," with a red heart emoji.
Hurley launched the London-based swimwear line named Elizabeth Hurley Beach in 2005.
Elizabeth Hurley floods her Instagram with new sexy pictures promoting her swimwear brand. (Karwai Tang/WireImage)
"I decided to venture into beachwear not only because I’ve always been obsessed with vacation clothes, but also because it’s an area where women, regardless of shape or size, can either look amazing or really get it wrong. I wanted to develop resort collections, which make women feel fabulous at any age," she announced on the company’s site.
In May 2017, the star told Closer Weekly that being a mom inspired her to launch the brand. She previously took a break from Hollywood to focus on motherhood but found herself wanting to do something new professionally.
Elizabeth Hurley and son, Damian Hurley, attend the European Premiere of Cirque du Soleil's "Kurios: Cabinet Of Curiosities" in January. (Karwai Tang/WireImage)
Hurley shares her son, Damian Hurley, 20, with the late Steve Bing. Bing died in June 2020.
"The Royals" star's latest bikini post comes after she took to Instagram on Valentine's Day, posing nude with a pillow covering her body.
"Happy Valentine’s Day," she captioned the post.