Hailey Bieber isn’t planning to make any anti-aging products.

The model and Rhode founder spoke with Women’s Wear Daily, discussing the future of her skincare and makeup line.

The 29-year-old is approaching her milestone birthday later this month — and planning to release a “more targeted serum” in January — coined “smart aging,” as opposed to “anti-aging.”

She explained, “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.”

Bieber also talked about a buzzy face mask she tried while in Korea, disclosing more of her regular treatments, too.

“I love skin treatments. I do PRP, micro needling, all of the things,” she said. “But having a really good skin care routine, I do think, is also the base of keeping that structure and keeping your skin really supported and really healthy.”

Announcing a $5 million, three-year partnership with the Foundation for Women’s Health, she said, “I feel really drawn to women’s health,” adding, “I have a sister who struggles with PMOS. I have lots of friends that struggle with it, with endometriosis, with a lot of different, very specific women’s health issues. As a woman, I feel frustrated by the lack of research, the lack of awareness, the lack of certain conversation around it.”

Continuing, “After I had my son, I struggled with [PMDD] a bit, and there’s just not a lot of conversation or research around it.”

Whatever Bieber is doing is clearly working for her. E.l.f. Beauty not only acquired Rhode for $1 billion in 2025, but WWD reports that, since then, the brand has “surpassed expectations” and are up more than 80% from the year prior.

It seems like Rhode is, also, “smart aging.”