Hailey Bieber has challenged the beauty industry's long-standing obsession with looking younger, arguing that women should not treat getting older as something to fight against. The 29-year-old model and Rhode founder has explained why she dislikes the term 'anti-ageing', saying skincare should be about supporting the skin rather than resisting a natural part of life.
Her comments question the language commonly used to market beauty products and the pressure women face to maintain a youthful appearance. Speaking in an interview on Friday, 30 October 2026, Hailey discussed her approach to what she calls 'smart aging'. Rather than framing the natural ageing process as an enemy, she wants to encourage a more positive attitude towards skincare and self-care.
Hailey Rejects Anti-Ageing
Hailey admitted that she dislikes the phrase 'anti aging' because of the negative message it can send about growing older. She believes the focus should be on looking after one's skin rather than suggesting that ageing itself is something women should oppose.
'I hate saying anti aging because I'm like, we're all aging, so let's not be anti about it', she told the publication. 'Let's just support ourselves and support our skin'.
Her comments offer a different perspective on the language commonly used in the beauty industry, where skincare products are frequently marketed around reducing wrinkles, fine lines and other visible signs of ageing. While these products can form part of an individual's skincare routine, Hailey's argument centres on changing the way ageing is discussed rather than suggesting women should stop caring about their appearance.
The entrepreneur describes her approach as 'smart aging', favouring skin support over treating the passage of time as something that needs to be reversed. She is exploring this philosophy through Rhode, which is preparing to launch a more targeted skincare serum in January 2027, according to the interview.
Hailey also revealed that she wants Rhode to become a global success over the next five years. 'I really want Rhode to be completely global. I want it to be everywhere', she said. 'In five years from now, I definitely want to see Rhode thriving in a global way'.
Hailey Discusses Motherhood
Hailey's interest in supporting women extends beyond beauty and skincare, with motherhood playing an important role in her growing focus on women's health. The model shares her son, Jack Blues, with husband Justin Bieber, and has spoken about her experience with premenstrual dysphoric disorder (PMDD) after giving birth.
Reflecting on becoming a mother, Hailey said: 'Especially after having my own child', before adding: 'That was just a really intense and special journey that I had'. She also highlighted what she sees as a lack of conversation and research surrounding women's health conditions.
'After I had my son, I struggled with that a bit, and there's just not a lot of conversation or research around it', she said.
For Hailey, speaking openly about personal experiences can help women feel less isolated. She believes that recognising shared struggles and having honest conversations can make difficult experiences feel less lonely.
'Conversation, for me personally, makes me feel less alone', she explained. She added that talking about what women are dealing with can help them identify with one another and feel less alone in their experiences.
Her comments underline her belief that women should feel supported through different stages of life, from motherhood to the natural process of ageing. Rather than treating getting older as something to fear, Hailey wants women to focus on supporting themselves and their skin.
