Hailey Bieber Explains Why She's Against the Term 'Anti-Aging'

Hailey Bieber does not like the phrase "anti-aging."

The Rhode founder, 29, said so in an interview with Women's Wear Daily on Oct. 30, as reported by People and others. "I hate saying anti aging because I'm like, we're all aging, so let's not be anti about it," she said.

She turns 30 on Nov. 22, and says her skincare is changing with her.

"Let's just support ourselves"

Instead of fighting the clock, Bieber said she wants skincare to be about care. "Let's just support ourselves and support our skin," she said.

The comments follow a separate conversation at the Fortune Most Powerful Women Summit in Santa Barbara on Oct. 14, where she described what "smart aging" will look like for her brand. Bieber is Rhode's founder, chief creative officer and head of innovation.

A new serum is coming in January

"We have a new serum coming out in January that is more geared towards smart aging," Bieber said, according to NewBeauty, which reported on the Fortune session.

She said her own routine has changed. "I'm turning 30 in November, and I can definitely say that my needs and skin-care routine have changed," she said. "When I launched Rhode, it was really focused on hydration and peptides. Now I'm in a space where I need a little more actives."

Rhode has not announced the serum's name, price, ingredients or exact launch date.

Fortune's video of the Most Powerful Women Summit conversation with Hailey Bieber and Lauren Ratner.

"One of each thing"

At the same summit, Bieber described Rhode's approach as a deliberately small lineup. "I really am not interested in overconsumption," she said, adding that "the whole ethos of Rhode from the beginning was this idea of one of each thing done really well."

The remarks drew criticism. Diet Prada and other commenters pointed to Rhode's phone cases, limited editions and multiple variations as evidence that the brand sells more than a single "one of each thing." Rhode's best-known products are the Peptide Glazing Fluid, Peptide Lip Treatment, Barrier Restore Cream and Pocket Blush.

Why the word is under pressure

The debate over "anti-aging" is not new. In 2017, Allure's editor-in-chief, Michelle Lee, wrote that the magazine would stop using the term because it was "subtly reinforcing the message that aging is a condition we need to battle," according to TODAY. AARP said that August it would drop the phrase from its publications as well.

Consumers are not unanimous. A skincare brand, Wrinkles Schminkles, surveyed more than 1,500 women in the U.S., U.K. and Australia in 2025 and reported that 84% of U.S. respondents wanted the term dropped. Because a brand ran the survey, treat it as indicative rather than definitive.

On the skin itself, the American Academy of Dermatology recommends daily sunscreen with broad-spectrum protection and an SPF of 30 or higher. A 2025 AAD survey of more than 1,000 U.S. adults found 73% use products or procedures to prevent premature aging, while 56% use sunscreen regularly.

Rhode by the dates

e.l.f. reported on Nov. 4 that net sales rose 51% to $520.8 million in the quarter ended Sept. 30. The company did not give Rhode's own revenue, but said the fair value of the Rhode earnout rose $17.7 million in the quarter, driven by Rhode's results outperforming earnout thresholds.

$5 million for women's health research

Rhode's giving program, now called the Rhode Futures Fund, announced a $5 million grant and partnership with the Foundation for Women's Health on Oct. 30. The money will go to research in pregnancy and postpartum health, autoimmune conditions and PMOS, according to the release and Cosmetics Business. About $1 million creates a renewable fund at the foundation. Rhode describes it as among the largest gifts to an independent nonprofit dedicated to women's health research. That claim comes from Rhode itself.

Rhode's Instagram post announcing the Foundation for Women's Health grant.

Bieber has said the cause is personal. She told WWD that after she had her son, Jack Blues, she struggled with PMDD, premenstrual dysphoric disorder, a severe form of premenstrual syndrome. "There's just not a lot of conversation or research around it," she said. "Conversation, for me personally, makes me feel less alone."

She discussed PMDD in more detail on the SHE MD podcast, in an episode released March 3, 2026. The grant's announced focus areas do not name PMDD.

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