Hailey is positioning Rhode as a supportive, body-positive brand that empowers women to age gracefully rather than fearfully, aligning with modern consumer values.
Critics whisper that 'smart aging' is just a rebranded marketing tactic to sell the same serums to the same demographic, but the $1 billion sale suggests the strategy is working.
Hailey stated: 'I hate saying anti aging because I’m like, we’re all aging.' Rhode sales are up more than 80% year-over-year since E.l.f. Beauty acquired the brand for $1 billion.
Hailey Bieber is rewriting the skincare rulebook, proving that rejecting fear-based marketing in favor of 'smart aging' is a billion-dollar business move.
Hailey Bieber is officially declaring war on the phrase "anti-aging," and she’s doing it with the confidence of someone who just sold her brand for a billion dollars. In a candid interview with Women’s Wear Daily, the Rhode founder expressed her disdain for traditional beauty industry terminology, stating, "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." This isn't just a throwaway comment; it’s the new central philosophy for her skincare line, which is pivoting to the term "smart aging" as it prepares to launch a targeted serum in January.
At 29 years old, Bieber is navigating a milestone birthday while redefining how her brand speaks to its audience, moving away from fear-based marketing toward a more supportive narrative. The shift in language comes at a critical time for Rhode, which was acquired by E.l.f. Beauty in 2025 for a staggering $1 billion.
Since the sale, the brand has reportedly "surpassed expectations," with sales figures jumping more than 80% from the previous year. This financial success gives Bieber the leverage to dictate the terms of her brand’s identity. She revealed that her personal routine involves high-tech interventions like PRP and microneedling, but she insists that a solid skincare routine is the "base of keeping that structure and keeping your skin really supported and really healthy." By acknowledging the reality of medical treatments while championing a holistic approach, Bieber is threading a needle that many competitors have missed: being transparent about maintenance while rejecting the stigma of getting older.
Beyond the skincare semantics, Bieber is also using her platform to highlight serious women’s health issues, announcing a $5 million, three-year partnership with the Foundation for Women’s Health. She opened up about her personal struggles with PMDD after giving birth, as well as her sister’s battle with PMOS and friends dealing with endometriosis. "I feel really drawn to women’s health," Bieber shared, noting her frustration with the "lack of research, the lack of awareness, the lack of certain conversation around it." This move adds a layer of substantive advocacy to her brand, suggesting that "smart aging" isn't just about serums, but about understanding the complex biological realities women face.
Ultimately, Bieber’s rejection of "anti-aging" is a calculated and culturally resonant move that aligns with her brand’s explosive growth. By coining "smart aging," she is capturing a market segment that is tired of being told they are in decline. With a new serum dropping in January and a brand valuation that continues to climb, Hailey Bieber isn't just selling skincare; she is selling a new paradigm.
The receipts show that consumers are listening, and the $1 billion sale proves that the industry is taking her language seriously. Whether this is genuine activism or brilliant branding, the result is the same: Rhode is winning, and the term "anti-aging" might just be on its way out.
