Clean Girl or Glamazon: How Rhode stays relevant in a post-Rare Beauty market

Selena Gomez and Hailey Bieber are once again under public scrutiny following the September 5 launch of Rhode at Sephora. Gomez, who launched Rare Beauty 5 years earlier, solidified her presence in the beauty space by advocating for mental health and cultivating a fiercely loyal fan base.

Bieber stood out as Rhode sold approximately $15 million in merchandise on its very first day. The financial success came shortly after Bieber sold half of Rhode’s shares to Elf. Bieber’s brand glorifies a minimalist aesthetic, showcasing the power of timeless beauty and effortless makeup. With the “clean girl” movement firmly cemented in the cosmetics industry, Bieber can confidently relax as her brand adheres to what's popular.

Rare Beauty made girls flush in 2021 when its Soft Pinch Liquid Blush went viral on TikTok. The term “blush blindness” surfaced after women rediscovered the power of a bold blush application. As of 2025, Rare Beauty is valued at $2.7 billion, with Gomez shutting down rumors of selling her shares. Gomez doesn’t prioritize trends; she creates a community in a vast, cutthroat industry.  

Let’s talk lip products. The rare beauty lip oils, glosses, and balms are some of the brand's bestselling SKUs. They're affordable, formulated with high-quality ingredients, and offer a wide range of colors. Rhode lip products are marketed to perfection, giving the lip treatments a chic and upscale look.

However, the formula is questionable given the numerous consumer complaints about a gritty texture and the need to resort to extreme measures, such as dunking them in boiling water, to soften the tinted glosses. The colors are decent, and the prices are about half those of luxury brands, but they’re underwhelming.

In terms of complexion, Rare Beauty offers a range of skin tints, foundations, and concealers to enhance one’s features for a glamorous, camera-ready appearance. Rhode, on the other hand, is for the girls who “don’t wear makeup.” The brand promotes natural beauty through its non-comedogenic skincare line, peptide lip tints, and pocket blushes. Bieber's products align with more conservative beauty standards, keeping the brand confined to a realm of “quiet luxury.”

Rhode isn't a direct competitor as Rare Beauty is a makeup brand, not a cost-effective skincare line. Rare Beauty is out there, pushing boundaries and making itself known- Rhode simply sells itself.

There’s no “better” company, just two women executing their unique visions of beauty one standard at a time.