Selena Gomez reportedly blocked Hailey Bieber’s Rhode from coming to Sephora

Hailey Bieber’s Rhode faced delays entering Sephora, reportedly due to Selena Gomez protecting Rare Beauty’s status.

Hailey Bieber’s beauty brand, Rhode, has seen remarkable success as a direct-to-consumer (DTC) brand, generating nearly $90 million in revenue in late 2024. However, despite its booming sales, Rhode’s expansion into Sephora was reportedly delayed—and sources claim Selena Gomez played a major role in keeping it out.

Gomez’s Rare Beauty has become one of Sephora’s top-performing brands since launching in 2020. According to Rachel Strugartz at Puck, the retailer was hesitant to onboard Rhode due to potential conflicts with Gomez’s brand, fearing it could strain their partnership. “Rare Beauty is one of Sephora’s most important brands,” the insider explained, noting that Gomez’s influence may have contributed to the delay.

For months, speculation swirled that Rhode would land in Sephora, and a recent confirmation from an insider suggests the deal is now finalized. However, sources claim Gomez’s ties to the retailer initially slowed the process, alongside Sephora’s general caution with celebrity beauty brands. “It took them close to a decade to bring in Ariana Grande’s fragrance,” one source pointed out, reinforcing the retailer’s selective approach.

Despite the reported tension, Rhode’s entry into Sephora is expected later this year. While Gomez and Bieber have long been the subject of public comparisons, their brands now appear to be on a competitive collision course in the high-stakes beauty industry. Sephora has yet to comment on the situation.