• Join Puck

    Directly Supporting Authors

    A new economic model in which writers are also partners in the business.

    Personalized Subscriptions

    Customize your settings to receive the newsletters you want from the authors you follow.

    Stay in the Know

    Connect directly with Puck talent through email and exclusive events.

  • What is puck? Newsletters Authors Podcasts Events Gift Puck Careers

The Hailey Bieber Blitzkrieg

Backed by a billion dollars from E.l.f., Hailey Bieber’s Rhode has finally arrived at Sephora and is taking the beauty business—and its many skincare competitors—by storm. Meanwhile, Sephora itself is pivoting to favor newer, TikTok-favored labels, showing that even legacy brands aren’t forever.

hailey bieber Rhode x Sephora
But no brand on Sephora’s shelves can match Bieber’s selling power: According to a person close to Sephora, “Rhode’s sucking all the oxygen out of the room for every other brand—everyone’s showing up only for that.” Photo: Jose Perez/Bauer-Griffin/GC Images
Rachel Strugatz
September 17, 2025

Join Puck to listen to this article

The Summer of Rhode is coming to an end, and it did not disappoint. In May, Hailey Bieber’s beauty juggernaut was acquired by E.l.f. Beauty in a deal that was valued at a cool billion, and shortly after Labor Day became Sephora’s most anticipated retail launch in years. Of course, Bieber’s “clean girl” skincare and makeup was always projected to put up huge numbers, but I’m told the first week—especially the first day—was a “blowout.” Frankly, I don’t think anyone expected the launch to be this successful.