Hailey Bieber’s Beauty Brand Gets Sephora Launch Date

Plus: What Does Brand Building Really Mean in eCommerce?

Author

Zihan Lyu
August 20, 2025

BEAUTY BROADCASTER

Here's what's happening this week in the world of beauty marketing:
- Rhode confirms Sephora launch date, fans surge
- Coco Jones links with The Lip Bar for lippies
- Beauty eCom tops one-third of purchases globally

💸 The $200B Miscalculation Marketers Can’t Afford

On stage at eTail Boston, Fospha’s Chief Product Officer, Dom Devlin, warned that retail’s reliance on last-click metrics is outdated, and it’s costing brands $200 billion in under-credited sales.

The missed connection is clear: shoppers often discover on TikTok, Meta, or Snap, but complete their purchase on Amazon, Walmart, or Target. Traditional attribution frameworks rarely connect those dots. As a result, channels that spark demand are stripped of credit, while budgets overweight the “closers” - whether or not they truly created the sale.

Dom called this the bottom-of-funnel trap: over-investing in channels that finish the purchase while underfunding those that generate demand. The fallout is higher acquisition costs and shrinking pipelines of future customers.

Fospha’s Halo platform was built to break that cycle. By integrating marketplace and DTC sales into one unified ROAS, it captures the full impact of discovery spend across the funnel. For brands like Nécessaire and Give Me Cosmetics, that visibility has unlocked the confidence to double down on demand generation while protecting profitability.

📥Download Fospha’s Halo Report to see how leaders are funding growth where it really starts.

📌WEEKLY MUST-KNOWS

Rhode is officially headed to Sephora with a set launch date. The move shifts a breakout DTC brand into mass retail discovery, sampling, and retail media flywheels at scale. It signals continued consolidation of celebrity-led brands into omnichannel distribution.

Coco Jones partnered with The Lip Bar on a limited-edition “Why Not More Lippies?” collection, aligning with Black-owned representation and value-led collaborations. The tie-up prioritizes authentic audience fit over standard endorsements. Expect stronger conversion with culturally resonant storytelling across content and retail placements.

Lunar Beauty introduced bronzing sticks with a wide shade range under founder-influencer Manny Gutierrez. Shade-inclusive stick formats continue to expand complexion, a growth category for both DTC and specialty retail. Influencer-led brands can capitalize on creator distribution and rapid community feedback loops.

🧐 What Does Brand Building Really Mean in eCommerce?

I had an engaging conversation with Alex Brownsell for the latest episode of the WARC Podcast. | Sam Carter, CEO at Fospha

We discussed where most brands get it wrong when it comes to brand building, with bad measurement and poor organizational structure amongst the biggest contributing factors - and how Fospha is aiming to solve the biggest questions around brand measurement with Glow.

Thanks Alex and team again for having me (and for offering a brief airconditioned respite from the intense heat and chaos of Cannes!)

⚡QUICK READS

Beauty eCommerce Trends 2025: eCommerce now accounts for over one-third of global beauty purchases, signaling heavier investment in PDP optimization, shoppable content, and streamlined checkout to capture rising digital intent. (More)

Vogue Business Launches Beauty Trend Tracker: New tracker with Spate surfaces top brands, trends, and ingredients by search interest, offering fast demand signals for content planning and assortment bets. (More)

La Mer Night Recovery Concentrate Expands Premium Mix: High-margin skincare launch signals Estee Lauder’s focus on hero franchises and premium mix to protect profitability while travel retail remain soft. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division