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Rhode to Retail

Hailey Bieber’s beauty juggernaut is all blue sky and peptide lip treatments, with some deceptively simple messaging, and a brand playbook straight from Skims. A new Sephora partnership could take the business to another level.

Rhode
Of course, the partnership with Sephora—which currently commands 30 percent of the U.S. beauty retail market—has huge implications for Bieber’s business. Photo: Carlijn Jacobs/Courtesy of Rhode
Rachel Strugatz
January 29, 2025

Never before has a celebrity-owned D.T.C. beauty company cracked the marketing code quite like Hailey Bieber’s Rhode. According to YipitData, the 2.5-year-old brand made about $90 million in revenue from its website in the final two months of 2024—close to what Rhode was once projecting for the entire year. I can’t think of another D.T.C. beauty brand that’s been able to generate these kinds of numbers so early… or really ever.