- Rhode is rumored to be entering into a retail partnership with Sephora
- Sephora is already home to Selena’s wildly successful Rare Beauty
- Selena and Hailey have been in a rumored feud over Justin Bieber for years
- READ MORE: Selena Gomez hands out food to firefighters
Hailey Bieber could be set to expand her hugely successful Rhode skincare and makeup company this year with a high profile move into retail.
The brand, which has so far been sold direct-to-consumer online, is set to hit the shelves of Sephora soon according to Puck.
According to sources that spoke to Puck, the beauty retailer’s partnership with Hailey may have been delayed due to their existing relationship with Selena Gomez‘s wildly popular Rare Beauty.
However, another source claimed that there’s a ‘general reticence’ towards celebrity brands, which can make it difficult for stars to expand their lines into retail spaces.
Sephora already stocks Lady Gaga‘s Haus Labs, Rihanna‘s Fenty Beauty, Gwyneth Paltrow‘s Goop, and Pattern by Tracee Ellis Ross.
Rare Beauty is currently one of the biggest makeup brands in the beauty space and has helped bring Selena’s net worth up to an estimated $1.3 billion.
Hailey and Selena have been in a rumored years-long public feud over Justin Bieber, who dated Selena before moving on with Hailey – and then marrying her.
Selena – who is now engaged to music producer Benny Blanco – has previously urged her fans to stop directing negativity towards Hailey.
‘Hailey Bieber reached out to me and let me know that she has been receiving death threats and such hateful negativity,’ Selena wrote on Instagram in 2023.
‘This isn’t what I stand for. No one should have to experience hate or bullying. I’ve always advocated for kindness and really want this all to stop.’
The pair have done their best to shut down rumors of a feud, and even posed together for a photo in 2022.
DailyMail.com has contacted Sephora for comment.
It comes following news that Hailey’s ‘workaholic’ tendencies are at odds with husband Justin’s more relaxed approach to his career.
‘She is super busy with her brand, which is doing better than she ever expected, it is a wonderful thing,’ a source told DailyMail.com.
‘She can create an empire and she likely will. She is very driven and she is a planner. She has guts and thinks like a CEO,’ they added.
The model was recently named the top beauty influencer in the business thanks to Rhode.
Meanwhile, Justin – with whom she shares son Jack Blues with – likes to ‘chill with friends’ as he is more ’emotional and leads with his heart.’
‘He is always working on music and toying with new ideas, he always has a guitar in his hand, he is super creative, but he does not work as much as she does,’ says the source.
‘Justin already has so much success behind him, he is comfortable, he doesn’t need to prove anything.’
The source adds that while some have said the two are having trouble, all is fine: ‘She is the leader and he doesn’t mind following her.’
In recent months fans have worried that the power couple could be on the outs.
Eyebrows were raised when Justin unfollowed Hailey on Instagram, but he later said that he was hacked.
‘Someone went on my account and unfollowed my wife. S*** is getting suss out here,’ he wrote on Instagram.
