Hailey Bieber has repeatedly shared her plans to launch a “smart aging” product under her skincare brand, Rhode. Founded in June 2022, the brand was built with a vision of offering minimalist skincare essentials that deliver high performance at an accessible price. Rhode has been performing well and has now reportedly entered into a three-year partnership with the Foundation for Women’s Health. Amid these developments, the founder opened up about her journey with the brand, among other topics, and revealed her “smart aging” plans ahead of her 30th birthday.
Hailey Bieber explains why she ‘hates’ using the word ‘anti-aging’ in new interview
Hailey Bieber reportedly explained why she dislikes using the term “anti-aging.” Bieber is the proud founder of the skincare brand Rhode, which she established in 2022. When the brand first launched, its product lineup included a barrier-restoring cream, a peptide lip treatment, and a peptide glazing fluid. These products quickly gained significant attention, and the brand soon expanded. In 2025, Rhode was reportedly acquired by e.l.f. Beauty.
In a recent interview with WWD, the entrepreneur shared that she never expected the brand to become so successful. She added, “Rhode has completely exceeded everything that I had ever hoped that it was going to be.” Rhode has continued to perform well. In May, the skincare brand reportedly generated more than $500 million in annualized global retail sales. Meanwhile, its net sales were approximately $390 million.
The brand has also been expanding its reach, with Bieber revealing that she hopes to explore more international markets, particularly in Asian countries. She also shared that Rhode is exploring “smart aging” products. The brand is now preparing to launch a serum specifically designed to target signs of aging in January.
The model, who is set to turn 30 on November 22, also explained why she dislikes traditional marketing language. “I hate saying anti-aging because I’m like, we’re all aging, so let’s not be anti about it,” she explained, adding that people should focus on supporting their skin and embracing the process instead.
