Hailey Bieber’s Rhode debuts at Sephora

Rhode, the beauty brand founded by Hailey Rhode Bieber, has officially entered Sephora. 

The brand’s full assortment is now available online and in all Sephora stores across the U.S. and Canada, with a U.K. rollout planned for later this fall. The partnership represents the largest skincare brand launch in Sephora’s North American history.

“Just over three years into our business, we’re thrilled to bring our core line-up of essentials to our customers where we know they are already shopping and want to see us,” said Lauren Ratner, co-founder, president and chief brand officer of Rhode. “Sephora allows us to bring the world of Rhode to even more people and continue building the brand in a meaningful and interactive way.”

Since its 2022 debut, Rhode has become one of the fastest-growing names in skincare, earning the top spot in overall skincare EMV (earned media value) according to Tribe Dynamics. The brand has also driven more than two million searches on Sephora’s digital platforms over the past year. The retail launch follows E.l.f. Beauty’s recent $1 billion acquisition of Rhode.

“My goal since day one has been to bring Rhode to as many people as possible, however they prefer to shop, whether that’s online or in-person,” said Hailey Rhode Bieber, founder, chief creative officer and head of innovation of Rhode and strategic advisor to E.l.f. Beauty. “Sephora, with its global footprint, was the perfect partner to help bring my vision to life.”

At Sephora, Rhode’s visual identity will come to life through classic grey glossy builds with sleek soft edges and mirror moments for content. Shoppers will find its signature assortment, including its Peptide Lip line, core skincare staples, and blush. Likewise, three previously limited-edition lip treatments — Strawberry Glaze, Salty Tan, and Jelly Bean — return as permanent additions to the lineup to mark the launch.

“We’ve been liaising with Hailey Bieber for a while and had our eyes on Rhode since it burst into the industry,” said Priya Venkatesh, global chief merchandising officer at Sephora. “We couldn’t be more excited to welcome Rhode to our portfolio of best-in-class brands and to bring it to our beauty fans, starting in the US and Canada today, followed by the UK.