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The Rhode Less Traveled

hailey bieber v selena gomez
For the first time in these brands’ brief lifecycles, Bieber’s Rhode and Gomez’s Rare will be directly competing for Gen Z’s fickle affections. Photo-Illustration: Puck; Photos: Courtesy of Rhode & Rare Beauty
Rachel Strugatz
May 22, 2024

In the unforgiving economy of the celebrity beauty industry, Selena Gomez and Hailey Bieber have more or less stayed in their well-coiffed lanes. Gomez launched her makeup brand, Rare Beauty, in 2020, while Bieber founded Rhode, her skincare label, two years later. Unlike so many others, both of their celebrity lines have really worked, which makes them anomalies in the ultra-competitive space. Rare, which I’m told surpassed $400 million in revenue for the 12-month period ending in February, is obviously larger. But Rhode, which is expected to hit the $100 million mark, is younger and has an ambitious trajectory. (Rare and Rhode didn’t respond to a request for comment.)

Yes, one of these entrepreneurs used to date Justin Bieber while the other is married to him—the ingredients of a pseudo-rivalry that might delight the TMZ crowd. A more compelling beef, however, is the fact that Rhode is now preparing to make its official entrée into makeup: The company is launching blush in June, I’m told. Sure, every brand has blush, but this is a big deal: Rare’s bestselling product is blush, which means that for the first time in these brands’ brief lifecycles, they will be directly competing for Gen Z’s fickle affections.