Hailey Bieber has explained why she refuses to describe her Rhode skincare range as “anti-ageing”, saying that everybody ages and nobody should be against it.
The 29-year-old model and founder spoke to Women’s Wear Daily.
“I hate saying anti aging because I’m like, we’re all aging, so let’s not be anti about it,” she said.
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She prefers to talk about what she calls “smart aging”, which she says is about support rather than resistance. “Let’s just support ourselves and support our skin,” she said.
Bieber also has big ambitions for her brand. “I really want Rhode to be completely global,” she said.
That fits with the business’s rapid growth.
Rhode was acquired by e.l.f. Beauty in 2025 in a deal reportedly worth $1 billion, and Bieber has remained closely involved with the brand.
Her comments are the latest sign of how beauty companies are rethinking the language used around skincare, with many moving away from messaging that treats ageing as something to be fought.
Bieber’s “smart aging” pitch, aimed at keeping skin healthy at any age, puts her firmly in that camp, and gives Rhode a distinctive voice in a crowded market.
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