Hailey Bieber’s Rhode crushes Fenty at Sephora

Our investigation reveals an unprecedented figure: nearly $15 million generated in less than 24 hours. Insiders speak of a veritable earthquake in prestige beauty. Behind this performance, a surgical digital strategy and a deliberately minimalist range are overturning established codes, putting Paris on alert ahead of the likely arrival in stores.

A sensational debut at Sephora

Launched in e-commerce in 2024, the Rhode brand wasted no time in conquering the physical market. On September 4, 2025, its entry into Sephora US and Canada generated an instant flood of sales, placing Hailey Bieber in an unprecedented position against Rihanna and Selena Gomez. From the very first hours, the digital queues were reminiscent of the beauty industry’s most spectacular launches.

The data confirms that Rhode accounted for almost 40% of the chain’ s total sales for the day. A proportion that far exceeds the average for prestige launches. This sudden domination calls into question the future of historic brands, often dependent on a larger, less agile catalog.

Why Rhode gets all the attention

Rhode’s success stems from a tightly-packed offer: just 16 references, each in keeping with the popular “clean girl” aesthetic. Hailey Bieber capitalizes on her role as digital muse, fueled by TikTok and Instagram, where millions of organic searches exploded in just a few weeks. This consistency appeals to a younger clientele who prefer authenticity to an accumulation of choices.

Discreet branding, minimalist aesthetics and the promise of meticulous formulations meet the expectations of a generation sensitive to transparency. Professionals admit that digital virality has turned into a desire to buy in-store, a phenomenon observed even in some Parisian beauty chains.

A domino effect for the entire industry

Simultaneous stock-outs in New York and Los Angeles confirm Rhode’s ability to anticipate retail bottlenecks. In Paris, some outlets are already reporting increased pressure on competitive departments, a harbinger of Rhode’s imminent arrival in France. The economic impact is such that Sephora is adjusting its merchandising schemes to give more space to brands with digital DNA.

The rapid acquisition by e.l.f. Beauty, valued at nearly a billion dollars, illustrates the company’s determination to accelerate distribution and avoid a slowdown due to production constraints. This strategic decision should open the doors to other European markets in the short term, particularly in capital cities such as Paris, a priority target for major retailers.

“Rhode’s sucking all the oxygen out of the room for every other brand.” – Source Sephora, Reality Tea, September 2025

Mixed reviews

Some experts hail a disruptive model that reshuffles the cards in the prestige segment. Others fear a short-lived fad. The main question concerns the sustainability of the success and Rhode’s ability to innovate beyond the initial buzz.

While the viral effect has undeniably worked, observers point to an obvious logistical challenge: maintaining constant replenishment, without creating excessive consumer frustration. Paris, where customer standards are high, will be a crucial test. As one analyst notes, the model’s longevity will depend on the thoughtful expansion of the range.

“The brand immediately reshaped Sephora’s sales mix, driving outsized momentum in prestige beauty.” – YipitData, September 2025

The strategy behind the phenomenon

The obsession with detail explains much of the success. Rhode’s teams orchestrated a massive digital pre-launch in June 2025, creating growing impatience. This social network-focused marketing made the in-store experience almost secondary, transforming Sephora into a validation point rather than a simple sales channel.

The comparisons are striking: according to the figures, Rhode far outstrips Fenty and Rare Beauty not only in terms of start-up, but also in the speed with which it saturates the available offer. Experts believe that we are witnessing a textbook case of the lightning transition between digital and retail.

In the Parisian context, the anticipation is already palpable. Consumers expect to find products in major local retailers before Christmas 2025. For competing brands, this means rethinking their approach and integrating a more social-first approach.

In this new paradigm, Paris could become a European barometer. As some insiders point out, if Rhode takes hold in capital cities, it will force a redefinition of strategic priorities among traditional retailers, particularly in terms of space allocation and stock rotation.

Practical information

Today, Rhode is not yet officially available in Parisian stores, but the retailer confirms a possible arrival by the end of 2025. In the United States, the range is available in all Sephora stores, including flagships in New York (34th Street) and Los Angeles (Beverly Center). Opening hours: identical to regular Sephora outlets (10 a.m.-8 p.m. on average). Products offered: 16 facial care products, average price around 29 USD. Official website: rhodeskin.com

Attentive Parisian consumers can already activate restocking notifications on the Sephora website. A limited arrival in France could involve ephemeral pop-up stores in Q4 2025, according to sources close to the matter.