Hailey Bieber has given her fans an early look at what comes next for Rhode, the skincare brand she founded in 2022. Speaking to Fortune at its Most Powerful Women Summit in mid-October, she confirmed that a new serum is on the way for January, and that it will be the label’s first product built around the idea of “smart ageing”.
The reason, she explained, is personal. Bieber turns 30 in November and says her own skin and routine have shifted since the brand launched. Rhode began with a tight focus on hydration and peptides; now, in her words, she needs “a little more actives”. She has not yet revealed the ingredients, the exact launch date or the price, so for now the serum is a promise rather than a product.
What smart ageing actually means
Smart ageing is less a single formula than a change of attitude. Instead of the aggressive anti-ageing message of past decades, the approach treats time as something to work with rather than fight. Speaking to Vanity Fair Italia, Rome and Milan aesthetic doctor Carmela Pisano summed up its key ideas as prevention, personalisation and moderation.
In practice, she says, a sensible routine from around 30 still rests on gentle cleansing, good hydration and daily sun protection. On top of that come antioxidants such as vitamin C and resveratrol, and retinoids to encourage cell renewal and improve radiance, texture and evenness. The aim is not to look ever younger than your age, but to keep skin healthy with a few well-chosen actives.
One of each thing, done well
That restraint matches the way Bieber talks about Rhode. She has said she is not interested in overconsumption and compares the brand’s small line-up to a well-edited wardrobe: the perfect jeans, the perfect white T-shirt, the perfect jacket. Fortune also reported that Rhode’s frequent sell-outs are a forecasting headache rather than a marketing trick, and that owner e.l.f. Beauty, which agreed to buy the brand last year, is helping it scale up supply.
The same thinking works beyond the bathroom shelf. A capsule approach to accessories, built on a few pieces you wear every day, suits a calm, glowing skincare look perfectly. Simple earrings and a fine pendant necklace add light near the face without competing with it, while a delicate bracelet or a coordinated jewellery set keeps the whole look considered rather than crowded.
Rhode’s January launch will show how Bieber translates the idea into a bottle. Until then, the message is clear enough: buy less, choose better, and let your routine grow up with you.
Sources: Vanity Fair Italia, Fortune, NewBeauty.
