Hailey Bieber has explained why she refuses to describe her Rhode skincare range as "anti-ageing," stating that everyone ages and no one should be against it. The 29-year-old model and founder spoke to Women's Wear Daily, saying, "I hate saying anti-ageing 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 also has big ambitions for her brand, adding, "I really want Rhode to be completely global." This aligns 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 ageing" 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.
The shift towards positive ageing messaging reflects a broader cultural change in the beauty and wellness industries. Consumers are increasingly rejecting unrealistic standards and the fear of getting older, favoring brands that promote holistic health and self-care instead of perfection.
Industry analysts note that this approach resonates deeply with younger demographics, such as Millennials and Gen Z, who view skincare as an act of wellness rather than a desperate attempt to reverse time. By reframing the conversation, Hailey Bieber has successfully positioned Rhode as a forward-thinking brand.
Furthermore, the massive financial success and global expansion plans indicate that this philosophy is not just a marketing gimmick, but a sustainable business model. As more beauty moguls adopt similar stances, the traditional anti-ageing narrative may soon become a relic of the past.
Ultimately, the conversation sparked by Bieber encourages individuals to embrace their natural beauty at every stage of life. Maintaining healthy habits and nourishing the skin barrier are being prioritized over erasing fine lines.
Experts agree that healthy skin functions better and looks more radiant when treated with kindness rather than harsh anti-ageing chemicals. Rhode's product formulations often focus on hydration, protection, and nourishment, reinforcing this smart ageing philosophy.
As Hailey Bieber continues to lead her company into new markets, her influence on modern beauty standards remains undeniable. The brand's ongoing success proves that consumers are ready to support authentic, inclusive, and positive messaging in cosmetics.
In conclusion, the evolution from anti-ageing to smart ageing marks a milestone in how society perceives beauty and time. Brands that adapt to this mindset, much like Rhode, are likely to capture the loyalty of conscious consumers worldwide.