Hailey Bieber Champions Inclusivity as Rhode Beauty Enters Sephora Shelves

Hailey Bieber is addressing industry competition head-on. Her skincare brand, Rhode, recently launched in Sephora stores nationwide. This move places her products alongside Selena Gomez’s wildly popular Rare Beauty line.

The model and founder is choosing to focus on collaboration over rivalry. In an interview with WSJ. Magazine, she directly addressed the constant public comparisons. She emphasized that there is ample room for all brands to succeed in the beauty space.

Bieber Rejects “Pitted Against” Narrative in Beauty Industry

The 28-year-old entrepreneur called the situation “annoying.” She stated she never asked to be compared to other people. Bieber explained that when the public creates a story, it can be difficult to change those perceptions.

Her primary focus remains on her brand’s growth and authenticity. She revealed her competitive drive is directed inward, not at other founders. Bieber insists she only feels competitive with those who genuinely inspire her work. Her husband, Justin Bieber, is one of her biggest product testers and supporters.

Market Shift Signals New Era for Celebrity Brands

This retail expansion represents a significant milestone for the young brand. Rhode, known for its peptide-infused products, sold out instantly after its 2022 online debut. Its placement in a major retailer like Sephora validates its market position and broad consumer appeal.

The broader industry is watching this development closely. Having multiple celebrity-founded brands coexist in one retailer demonstrates market maturity. It shifts the conversation from gossip-fueled competition to product quality and brand mission. Consumers ultimately benefit from more choices and innovation.

The arrival of Rhode Beauty in Sephora solidifies Hailey Bieber’s position as a serious beauty industry player. Her focus on creating space for everyone reflects a mature business strategy poised for long-term success.

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What did Hailey Bieber say about competition?

She called being “pitted against other people” annoying. Bieber stated she did not ask for that narrative and prefers to focus on her own brand’s growth and authenticity.

Where is Rhode Beauty sold now?

Rhode Beauty products are now available at Sephora. This marks a significant retail expansion for the brand beyond its original direct-to-consumer online model.

Is there a feud between Hailey Bieber and Selena Gomez?

Both women have indicated there is no ongoing conflict. Gomez previously liked the post announcing Rhode’s move to Sephora, showing support for the brand.

What is Rhode Beauty known for?

The brand is recognized for its skincare-first approach. Its initial three-product lineup sold out completely after launch, driven by Bieber’s transparent passion for skincare.

Who supports Hailey Bieber’s brand?

Justin Bieber is a major supporter and product tester. The founder also tests products on friends, maintaining a hands-on approach to development.