Hailey Bieber Unveils Rhode’s Upcoming Smart-Aging Serum for 2027
Beauty entrepreneur and model, Hailey Bieber, is steering her popular skincare brand, Rhode, towards an intriguing new path. In her address at Fortune‘s Most Powerful Women Summit on October 14, 2026, Bieber announced Rhode’s plan to introduce its inaugural smart-aging serum in January 2027. This marks a significant shift from the brand’s traditional emphasis on hydration.
“As I approach my 30th birthday in November, I’ve noticed a distinct change in my skincare needs and routine since the inception of Rhode,” Bieber shared with Fortune. The forthcoming serum will concentrate on active ingredients designed to combat signs of aging, a novel approach for the brand renowned for its peptide-rich and hydration-supporting products.
Now operating under the umbrella of e.l.f. Beauty after a monumental acquisition deal valued at up to $1 billion, Rhode reported an impressive $390 million in net sales in the fiscal year 2026. This represents an 80% increase from the previous year. The brand’s products are known to sell out within hours of release, a trend Bieber attributed to demand prediction difficulties rather than deliberate scarcity marketing at the summit.
The launch of the smart-aging serum in January 2027 is eagerly awaited. It signifies a fresh phase for Rhode as it furthers its worldwide expansion backed by e.l.f. Beauty’s robust infrastructure.
Source: NewBeauty – October 15, 2026