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Why Hailey Bieber ‘hates’ the term anti-aging
Hailey Bieber says Rhode will avoid the term “anti-ageing”, arguing that ageing is a natural process and skincare should support people’s skin instead. The brand plans to introduce a more targeted serum in January under the label “smart ageing”.
Bieber also described her use of treatments including platelet-rich plasma and microneedling, while saying a consistent skincare routine is important for healthy skin. She announced a $5 million, three-year partnership with the Foundation for Women’s Health, citing gaps in research and awareness of conditions including endometriosis and PMDD. Rhode was acquired by E.l.f. Beauty for $1 billion in 2025, and its sales have reportedly risen more than 80% year on year.
In short
- Rhode plans a “smart ageing” serum for January.
- Bieber says skincare should support skin as it ages.
- She announced $5 million for women’s health over three years.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Avoiding “anti-ageing” can challenge the idea that normal ageing is a flaw to be corrected, and make skincare messaging more supportive and less pressurising. A focus on skin health may encourage consistent care without promising to reverse time, while the women’s health partnership could help address conditions that have received limited research and awareness.
The case against
Some consumers may find “anti-ageing” a clear, familiar way to describe products aimed at wrinkles or other visible changes, and may see the term as a practical label rather than a judgement on ageing. Replacing it with “smart ageing” may soften the language without changing the beauty industry’s emphasis on looking younger, particularly when the brand promotes cosmetic treatments and seeks growth in a lucrative market.