Hailey Bieber’s beauty brand Rhode has achieved remarkable success, generating nearly $90 million in sales by 2024. However, its anticipated launch at Sephora was reportedly delayed, with speculation pointing to Selena Gomez’s influence as a possible factor.
According to industry sources, Sephora was initially hesitant to onboard Rhode, fearing potential competition with Gomez’s Rare Beauty, which has been one of the retailer’s top-selling brands since its launch in 2020.
A source revealed that Sephora was cautious about jeopardizing its partnership with Gomez, whose cosmetics line has been a major revenue driver for the company. However, after months of speculation, insiders confirm that the deal between Rhode and Sephora has finally been finalized, clearing the path for Bieber’s brand to enter the prestigious beauty retailer.
Despite the agreement, sources claim that Rare Beauty’s strong foothold in Sephora and the retailer’s overall hesitancy toward celebrity beauty brands contributed to the delay. One insider emphasized Sephora’s measured approach to onboarding celebrity-backed brands, noting, “It took them nearly ten years to introduce Ariana Grande’s fragrance.”
Despite these initial setbacks, Rhode is now expected to hit Sephora shelves later this year, marking a new milestone for Bieber’s growing beauty empire.
The move also sets the stage for a potential rivalry between Rhode and Rare Beauty, as the two brands—already compared by the public due to the long-standing history between Bieber and Gomez—will now compete in the highly competitive cosmetics industry.
Sephora has yet to officially comment on the reported delays or address any tensions between the two celebrity-founded brands.
While the beauty world watches closely, Bieber’s Rhode is gearing up to make its long-awaited debut at one of the most influential retailers in the industry, potentially reshaping the dynamics of celebrity beauty brands at Sephora.