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Sephora & Ulta’s Mikayla Showdown

Ulta and Sephora are squaring off for a makeup artist–led brand that everyone thinks could be the next Rhode. While Ulta is the sentimental favorite—brand founder Mikayla Nogueira worked there once upon a time—can it beat Sephora’s renowned brand-building?

Mikayla Nogueira
A person close to Nogueira acknowledged that entertaining conversations with both parties is the “responsible thing to do,” but ultimately thinks “Sephora is on a new-talent, new-brand dominance streak” and “is going to win out.” Photo: Gilbert Flores/Variety/Getty Images
Rachel Strugatz
September 24, 2025

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As you know, Sephora has been on a tear: Hailey Bieber’s Rhode became the retailer’s largest brand debut in its history. And the business continues to enjoy the spoils that come with being the exclusive purveyor of Summer Fridays, Makeup by Mario, and especially One/Size. Its latest launches—M.ph by Mary Phillips, Chris McMillan’s haircare line, Hung Vanngo Beauty, Lore, etcetera—comprise the strongest lineup of new brands that Sephora has ever had. But with Rhodemania dying down, the LVMH-owned retailer is facing an inevitable retail reality: having to do it all again.