Hailey Bieber is opting for a new approach to aging, preferring the term "smart aging" over "anti-aging." The model and founder of the skincare line Rhode explained her preference in a recent interview with Women's Wear Daily, ahead of her 29th birthday.
"I hate saying anti-aging because I’m like, we’re all aging, so let’s not be anti about it. Let’s just support ourselves and support our skin," Bieber stated. She plans to release a new, "more targeted serum" in January, which she is branding under this "smart aging" philosophy.
Bieber also shared details about her skincare routine, mentioning a face mask she tried in Korea and her regular treatments, which include PRP and microneedling. She emphasized the importance of a consistent skincare routine for maintaining skin structure and health.
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Beyond her product line, Bieber announced a $5 million, three-year partnership with the Foundation for Women’s Health. This initiative stems from her personal connection to women's health issues, citing experiences with friends and family dealing with conditions like PMOS and endometriosis.
"As a woman, I feel frustrated by the lack of research, the lack of awareness, the lack of certain conversation around it," Bieber said. She also revealed that she personally experienced Premenstrual Dysphoric Disorder (PMDD) after the birth of her son, highlighting the limited discussion and research surrounding such conditions.
Rhode, acquired by E.l.f. Beauty in 2025 for $1 billion, has reportedly exceeded expectations, with sales up more than 80% year-over-year since the acquisition. Bieber suggested that the brand's success aligns with her "smart aging" philosophy.
