Hailey Bieber Announces Rhode’s Debut Smart-Aging Serum for January 2027
Hailey Bieber is steering her popular skincare brand, Rhode, towards an exciting new path. In a recent exclusive discussion with Fortune magazine, the founder and Chief Creative Officer revealed that Rhode is set to release its first-ever “smart-aging” serum in January 2027. This is a significant shift for a brand that has built its name on barrier support, hydration, and peptides.
“As I approach my 30th birthday in November, I can confidently say that my skincare needs and routine have evolved since Rhode’s inception,” Bieber shared with Fortune. “Rhode’s initial focus was on hydration and peptides. Now, I find myself needing more active ingredients.” The upcoming serum is designed to cater to the rising trend of smart aging — a skincare approach that adapts to changing needs rather than attempting to reverse or conceal aging.
While the exact ingredients, pricing, and specific January launch date remain under wraps, the news has already stirred excitement in the beauty industry. Rhode, a subsidiary of e.l.f. Beauty, reported revenues of $212 million in its latest fiscal year. Bieber highlighted the brand’s mindful, carefully curated philosophy: “I’m not interested in simply releasing products for the sake of it. I want to create products that I need and love.” Skincare fans and enthusiasts are eagerly awaiting further details.
Source: NewBeauty – Hailey Bieber Teases Rhode’s First Smart-Aging Serum, October 15, 2026