Rhode’s Sephora Debut Hits US$15 Million, Outpaces Rare Beauty and Fenty

THE WHAT? Hailey Bieber’s skincare brand Rhode generated about US$15 million in first-week sales at Sephora North America, surpassing the launch figures of Selena Gomez’s Rare Beauty and Rihanna’s Fenty.

THE DETAILS Backed by E.l.f. Beauty’s billion-dollar acquisition, Rhode launched with a compact range of around 10 SKUs. Demand was immediate, with sellouts reported in key stores such as New York’s SoHo location. Insiders called the rollout “unprecedented,” citing the impact of Bieber’s personal branding and Sephora’s shift toward buzzy, influencer-driven lines.

THE WHY? The performance highlights the market power of celebrity-backed beauty and intensifies competition among Sephora’s top-selling brands.

Source: Reality Tea