Hailey Bieber has no plans to put “anti-aging” on a Rhode bottle any time soon.
The model and Rhode founder, who turns 30 later this month, told Women’s Wear Daily she dislikes the phrase. “I hate saying anti aging because I’m like, we’re all aging, so let’s not be anti about it,” she said. “Let’s just support ourselves and support our skin.”
It is a refreshing take from someone whose whole brand is built on glowing skin, and it fits a wider shift in the beauty world away from language that treats getting older as a problem to be solved.
Instead, the brand is working on what she calls “smart aging”. A more targeted serum is planned for January, aimed at keeping skin supported rather than fighting the clock.
Hailey was open about her own routine too. “I love skin treatments. I do PRP, micro needling, all of the things,” she said, adding that a strong daily routine is still “the base” of healthy skin. She also mentioned a buzzy face mask she tried on a trip to Korea.
The interview had a serious side. Hailey announced a million, three-year partnership with the Foundation for Women’s Health, saying she feels “really drawn” to the cause. She explained that her sister and several friends live with conditions such as endometriosis, and that she is frustrated by the lack of research and awareness around women’s health.
She also spoke again about her own experience after welcoming her son, Jack Blues, saying she struggled with PMDD (premenstrual dysphoric disorder) and found there was “not a lot of conversation or research around it”.
Business is booming. E.l.f. Beauty bought Rhode in 2025 in a deal worth about billion, and WWD reports the brand has “surpassed expectations” since, with sales up more than 80% on the year before.
Hailey has stayed closely involved since the sale, keeping her role as the brand’s founder and creative lead. Fans have also spotted her in a navy Rhode-logo jacket in recent Instagram snaps, sparking talk that clothing merch could be next.
For a brand built on glazed, healthy-looking skin, “smart aging” looks like the next big chapter.
Source: Page Six
