Key Takeaways:Rhode secured about 2% of Sephora’s skincare sales in its first few days, ranking among the retailer’s top ten brands by revenue.Sales are heavily concentrated in hero products, which drove more than half of rhode’s Sephora revenues.Sustained growth hinges on retention and portfolio expansion, as early data shows over 60% of rhode’s Sephora shoppers were first-time buyers.Hailey Bieber’s rhode has been one of beauty’s most closely watched viral brands since its acquisition by e.l.f Beauty, thriving in a direct-to-consumer (DTC)-first ecosystem that was fueled by TikTok buzz, limited drops, and the celebrity’s own digital clout. However, its acquisition and arrival at Sephora marked a crucial next chapter and an opportunity to prove whether a brand born in the digital fast lane can sustain growth and scale in one of beauty’s most competitive retail arenas.Reports showed that in its first few days at Sephora, rhode captured around 2% of total skincare sales (more than $10 million) at the retailer, a share that placed it in line with far more established competitors. According to fresh YipitData analysis, the early results are promising. Rhode quickly climbed Sephora’s sales charts and expanded its consumer base. However, the data also highlights the challenges of sustaining momentum once hype meets the realities of in-store competition.YipitData transaction panels show that rhode consistently ranked within Sephora’s top-ten skincare brands by revenue through the summer, with sales velocity rivaling cult players like Summer Fridays and Caudalie, proving that social anticipation clearly translated into physical demand.