Rhode Kill

When Hailey Bieber’s newly acquired makeup line finally enters Sephora in the coming weeks, it’ll have profound ramifications for its rivals (sorry, Selena). Meanwhile, exactly how the brand is categorized—and who it represents inside the retailer—will offer a lesson in the dark arts of selling beauty.

Rhode’s Sephora rollout could devour a number of existing makeup and “hybrid” color and skin brands that have been experiencing meaningful growth at the retailer—particularly ones that make the same products, like Rare. Photo-Illustration: Puck; Photos: Dudi Hasson/Courtesy of Rhode/Rare Beauty

Rachel Strugatz

July 9, 2025

As you know, Hailey Bieber’s beauty brand recently consummated a billion-dollar transaction, released a limited edition “Lemontini” lip gloss, and debuted a new glazing mist, featuring a Skims-esque campaign starring Babygirl’s Harris Dickinson. It’s fair to say that this is the Summer of Rhode. The launch of their custom mist holders—just as prurient, but less functional, than the original phone case–slash–lip gloss holders—only further amplified the moment. And the internet is still going crazy for a gold “Rhode” belly chain—adorned with a tiny, gold-mesh sack designed to fit a lip gloss—that Bieber wore in the Lemontini campaign last week.