Rhode by Hailey Bieber dethrones Fenty at Sephora

Our investigation reveals that Rhode’s launch at Sephora generated nearly $15 million in a single day, surpassing the initial performance of established brands such as Fenty and Rare Beauty. Few know it yet, but this success story now stands as the biggest beauty breakthrough in North America, according to official figures released this month.

An already historic launch

On September 4, 2025, Hailey Bieber’s Rhode brand hit U.S. and Canadian Sephora stores. In just one opening day, sales reached around 15 million USD, a score that surpassed the launches of Rihanna and Selena Gomez. In New York, stock-outs occurred within hours of the product hitting the shelves.

Unlike other overly broad ranges, Rhode has established itself with just 16 key references. This targeted choice enabled the brand to optimize its sales and focus its digital marketing on the “clean girl” trend.

Professionals confirm that this strategy centered on TikTok and Instagram has propelled Rhode to the top of Sephora searches, surpassing two million user queries in just a few weeks.

“This blew Fenty out of the water.” – Source close to Sephora, Reality Tea (September 18, 2025)

A controlled, viral strategy

Since June 2025, Rhode had been banking on massive pre-launch campaigns. With over 4.7 million USD in digital sales in July, the ground was prepared for a physical tidal wave in boutiques. The viral effect was amplified by Hailey Bieber’s notoriety and communication geared towards authenticity and ethics.

Our experience in the field confirms that some retailers in central Paris are already seeing the ripple effect of this North American phenomenon. French retailers are keeping a close eye on stock levels in New York and Los Angeles.

“Immediate sellouts and restock notifications upon entering physical retail.” – Retail Boss (2025)

Why Sephora is banking on Rhode

Rhode isn’t just disrupting sales. The brand is changing the game by forcing retailers to return to brands born on digital and embodied by cultural leaders. Sephora has officially confirmed that Rhode is now the number one brand in the skincare category in terms of earned media value (EMV).

For the beauty chain, this success justifies a rationalization of its references. The objective is clear: to focus on labels that appeal to young, connected urbanites, at the expense of more traditional labels. In this context, Rhode embodies a new standard of efficiency.

This transformation is already inspiring other players in Paris and Europe. The planned expansion into the UK will mark the first step in a wider international roll-out, already being followed by industry experts. Competitive pressure looks set to be intense in 2026.

Signals of rapid disruptions, then strategic restocking, indicate that Rhode is adapting its logistics around the megacities in real time. This agile adjustment is seen as a model to follow for future beauty launches.

The weight of celebrities in beauty

Cosmetics professionals now recognize that brands carried by native digital celebrities are redefining distribution. Unlike traditional blockbusters, they impose fewer references but total identification with the founding face. In the case of Hailey Bieber, the strategy is based on a “clean girl” image and authentic commitment.

In contrast to some of the abortive initiatives of other stars, Rhode succeeds where others fail: visual coherence, simple storytelling and a direct relationship with urban consumers. Critics agree that it’s this perceived sincerity that creates buy-in.

Outlook and expansion

According to Retail Boss, Rhode plans to launch in the UK in the coming weeks. This expansion will mark the first step in an international expansion plan led by E.l.f. Beauty, which acquired the brand in mid-2025. The stated objective: to transform Rhode into a global player in less than 24 months.

New products such as lipsticks and blushes are already in development for the fourth quarter of 2025. Enthusiasm in North America suggests a favorable reception in European markets, where Sephora also holds a strategic position.

This dynamic is part of a global trend: the rise of social network-oriented labels based on generations Z and Alpha’s obsession with pared-down beauty routines. Analysts see Rhode as a clear validation of the “less is more” model.

Comparisons with the success of streaming cultural series, recently analyzed here, confirm that convergence between influence and distribution is becoming a norm, beyond the beauty sector alone.