Hailey Bieber is turning 29 this month, and she’s using the moment to retire a phrase the beauty industry has leaned on for decades. In a new interview with Women’s Wear Daily, the Rhode founder said she hates the term“anti-aging,”explaining,“We’re all aging, so let’s not be anti about it.”Instead, Rhode is embracing“smart aging,”with a more targeted serum set to launch in January.
The timing is notable because Rhode is already winning. e.l.f. Beauty acquired the brand for $1 billion in 2025, and sales have grown more than 80% year over year since the acquisition. This isn’t a rebrand born of desperation. It’s a deliberate shift in how the brand talks about getting older, and it arrives as Bieber approaches a milestone birthday in the public eye.
Bieber also announced a $5 million, three-year partnership with the Foundation for Women’s Health. Her motivation is personal: her sister’s PMOS, friends who struggle with endometriosis, and her own experience with postpartum PMDD. She’s candid about her routine too, mentioning PRP and microneedling alongside her skincare. It all adds up to a founder using a billion-dollar platform to reframe aging and fund the conditions that rarely get attention. So, does“smart aging”change how you think about your own routine?
About the Author
Local Lawton
Local Lawton is a contributor to LocalBeat, covering local news and community stories.