Hailey Bieber conquers Spain. Her brand has arrived in Spain with a strong presence: the most passionate beauty sector enthusiasts had September 30 marked on their calendars and agendas. It was the day Sephora put Rhode products on sale, both digitally and physically, which had been causing a stir on social media for so many years.
Hailey Bieber founded her brand four years ago, and her products quickly captivated beauty consumers. As for Sephora Spain, in just four hours after sales opened early in the morning, some of the most iconic products had already sold out. This was the case for Peptide Lip Tint, which saw its most desired shades like Toast, Espresso, or Ribbon be the first to display the sold-out sign. The Lip Shape Holder or the phone case that has space for the lip balm also flew off the shelves in a very short time. And Glazing Milk, of course, its hydrating essence with a juicy finish sold out online and on store shelves within the first three hours. Even Sephora was overwhelmed by the volume of orders and was forced to pause its Click & Collect service for Rhode products.
When the fan phenomenon translates to the beauty sector
It is neither the first time, nor possibly the last, that we will see a brand so desired and awaited by a segment of consumers. In 2021, exactly the same thing happened with another celebrity from the United States and her brand. Selena Gomez with Rare Beauty. When it launched at Sephora Spain in 2021, her Soft Pinch Liquid Blush sold out shades like Hope or Joy in a matter of hours.
This is also the case of Fenty Beauty, by Rihanna, which opened the door to this model of landing in Sephora in 2017. The "Fenty effect" sold out stock worldwide thanks to its range of 40 foundation shades. Glow Recipe and Sol de Janeiro, despite not being founded by influencers or public figures, have enjoyed great popularity in Spain through social media and have seen their products generate much expectation among consumers.
Rhode breaks records in the cosmetic market
Hailey Bieber's brand has broken real sales barriers. Last year, the brand invoiced 212 million dollars in the 12 months prior to the sale and maintained the majority shareholding until it was acquired by Rhode for up to $1 billion dollars.
In the United States, on the first day it launched at Sephora, it generated 15 million dollars and became the biggest launch in Sephora's history in the United States, and the brand captured approximately 2% of all chain skincare category sales in the country.