Hailey Bieber's Rhode Skincare Brand Launches at Sephora

On September 4, 2025, Hailey Bieber's skincare brand, Rhode, officially debuted at Sephora stores across the United States and Canada. This launch marks a significant milestone as it is the largest skincare brand launch in Sephora's North American history. Previously, Rhode products were only available through the brand's website since its inception in June 2022. The brand's lineup now includes 16 products, such as the popular Peptide Lip Treatment, Glazing Milk, and Barrier Restore Cream, which have garnered a loyal following and significant media attention.

Hailey Bieber’s Rhode Just Broke the Internet With Its Sephora Launch in the U.S. and CanadaHailey Bieber’s Rhode debuts at SephoraNBC NewsHailey Bieber Dropped Back-to-Back Peek-a-Boo Style Moments in One MorningUSA TodayRhode: The Emerging Skincare Brand Shaping Beauty TrendsDaily Mailrhode Skincare Hits Sephora & Clean Girlies Are Losing It

Rhode was founded in 2022 by Hailey Bieber and a group of partners, quickly becoming a notable player in the skincare industry. The brand's focus on clean ingredients and minimalist aesthetics resonated with consumers, leading to its rapid growth. Earlier this year, Rhode was acquired by E.L.F. Beauty for $1 billion, further solidifying its position in the market. The acquisition included a combination of cash and stock, with Bieber remaining actively involved as the brand's Chief Creative Officer and Head of Innovation.

Hailey Bieber’s Rhode Just Broke the Internet With Its Sephora Launch in the U.S. and Canada

Hailey Bieber expressed her excitement about the Sephora partnership, stating, "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." She emphasized that Sephora's global reach was the perfect platform to realize her vision. Lauren Ratner, co-founder and president of Rhode, noted the importance of this retail expansion, highlighting that it allows the brand to connect with customers in a meaningful way.

Hailey Bieber’s Rhode debuts at SephoraDaily MailHailey Bieber Dropped Back-to-Back Peek-a-Boo Style Moments in One MorningHailey Bieber’s Rhode Just Broke the Internet With Its Sephora Launch in the U.S. and Canadarhode Skincare Hits Sephora & Clean Girlies Are Losing ItNBC NewsUSA Today

While the launch has been celebrated, some critics argue that the beauty market is saturated with celebrity brands, questioning whether Rhode can maintain its momentum. However, Rhode's strategy of offering a tight edit of hero products rather than an extensive range may help it stand out in a crowded marketplace.

Rhode: The Emerging Skincare Brand Shaping Beauty Trends

The launch event in Times Square attracted a large crowd, with many fans eager to purchase Rhode products. Shoppers lined up outside the store, excited to experience the brand in person. Among them was Sami Conrad, a student from New Zealand, who expressed her enthusiasm for Rhode's products, stating, "Nobody at home has Rhode because it costs so much money to, like, ship it."

Hailey Bieber’s Rhode Just Broke the Internet With Its Sephora Launch in the U.S. and Canada

Rhode plans to expand its reach further with a rollout to U.K. stores later this fall. The brand's success at Sephora is expected to pave the way for additional product launches and collaborations, as it continues to build its presence in the beauty industry.

Hailey Bieber’s Rhode debuts at Sephora

• “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,” — Lauren Ratner, Co-Founder, President, and Chief Brand Officer of Rhode.

Hailey Bieber’s Rhode debuts at Sephora

• “The world of rhode is now available @sephora ?,” — Hailey Bieber, Founder of Rhode.

Hailey Bieber Dropped Back-to-Back Peek-a-Boo Style Moments in One Morning

The launch of Rhode at Sephora not only represents a significant commercial achievement for Hailey Bieber but also highlights the evolving landscape of celebrity-driven beauty brands, emphasizing accessibility and consumer engagement.

rhode Skincare Hits Sephora & Clean Girlies Are Losing It