Hailey Bieber’s skincare brand, Rhode, has collaborated with Sephora, setting a new standard in the business with its launch sales. E.l.f. Beauty acquired Rhode in a billion-dollar deal, and the brand arrived on the retailer’s shelves with high expectations. Not only did Rhode meet those expectations, but it also shattered records. Notably, it exceeded figures of other celebrity mega-brands, including Selena Gomez’s Rare Beauty and Rihanna’s Fenty.
Hailey Bieber’s Rhode X Sephora’s first day sales reportedly amounted to approximately $15 million
Hailey Bieber’s Rhode’s launch sales reached about $15 million across Sephora stores in North America. The number eclipses the openings of Selena Gomez’s Rare Beauty and even Rihanna’s Fenty. Rhode stormed into Sephora backed by E.l.f. Beauty’s billion-dollar acquisition earlier this year. As per Puck’s report, it broke records and is now making headlines.
The scale of the launch took many by surprise, and a source close to Sephora described it as unprecedented. They bluntly said, “This blew Fenty out of the water.” Stores in New York’s SoHo reportedly sold out of makeup and select skincare products “within hours” of the rollout, with full restocks not arriving until the following week. One familiar with the rollout wondered, “So many stores are sold out. How could they have messed that up?”
What makes Rhode’s numbers even more striking is its relatively slim selection. The debut featured 16 SKUs, but with kits and minis factored in, it amounts to closer to ten core products. Hence, the performance indicates that Bieber‘s name, image, and the viral power of her “clean girl” branding escalated consumer interest.
Industry observers also noted Rhode’s entry comes as Sephora repositions itself around buzzy, influencer‑friendly lines rather than established brands. A Sephora insider admitted, “Rhode’s sucking all the oxygen out of the room for every other brand,” adding, “Everyone’s showing up only for that.”
Rhode’s launch sales numbers suggest that competitors like Rare are expected to feel immediate pressure while Sephora continues to adapt to the current retail climate. But one thing is clear: in its very first week at Sephora, Hailey Bieber’s Rhode rewrote the record.
