Rhode Makes Its Debut at Sephora
After years of anticipation, Hailey Rhode Bieber’s beauty brand, rhode launches at Sephora which has officially made its retail debut.
Official Launch Details
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As of September 4, 2025, rhode is available online and in all Sephora stores across the U.S. and Canada, with plans to expand to the U.K. this fall.
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This rollout marks the largest skincare brand launch in Sephora’s North American history.
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Brand Background & Acquisition
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rhode was founded in 2022 by Hailey Bieber and her co-founders.
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The brand gained rapid traction and was acquired by e.l.f. Beauty in May 2025 in a deal valued at up to $1 billion.
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Hailey continues as Founder, Chief Creative Officer, and Head of Innovation, leading the brand’s vision and product development.
What’s Available at Sephora
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Sephora will carry rhode’s core product assortment, including:
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Iconic Peptide Lip line, including limited-edition shades—Strawberry Glaze, Salty Tan, and Jelly Bean—now permanent additions
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Skincare staples, like Glazing Milk, Peptide Glazing Fluid, Glazing Mist, Barrier Restore Cream, and the newer Pocket Blush
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The visual presentation reflects rhode’s iconic aesthetic: sleek grey glossy shelving, soft-edged displays, and mirror “content” moments to engage shoppers.
Cultural Signal & Media Buzz
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Hailey Bieber made a fashion-forward appearance at the Times Square Sephora to celebrate the launch. She wore a 1996 Donna Karan suit, the same year she was born—a stylish nod to timeless aesthetics.
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Beauty critics note the brand’s “minimalist, effective skincare and makeup” continues to shine at Sephora, with products like Glazing Milk, Peptide Lip, and Pocket Blush noted for their hydrating finishes.
Why This Matters
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This is rhode’s first-ever retail expansion, moving from its website-only model to a major global beauty retailer.
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Sephora’s global presence will significantly expand rhode’s reach and consumer access, transitioning it into mainstream beauty retail.
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The bold launch underscores rhode’s ascent—from launch in 2022, to billion-dollar acquisition, to becoming a Sephora staple in a few years.
