Key Points:
- Rhode Skincare makes historic Sephora debut, expanding from online to retail.
- e.l.f. acquires Rhode in $1B deal; Bieber remains creative lead.
- Brand evolves into global beauty force with $200M+ in sales and expanded product lineup.
Hailey Bieber’s skincare label, Rhode, has officially entered Sephora, marking its largest skincare brand launch in North America to date. The brand, which previously operated exclusively online, is now available in Sephora stores across the U.S. and on the retailer’s website. A U.K. rollout is scheduled later this year, signaling Rhode’s rapid expansion into international markets.
The move comes just months after Rhode was acquired by e.l.f. Beauty in a deal valued at up to $1 billion. Under the agreement, e.l.f. Committed $600 million in cash and $200 million in stock, with an additional $200 million tied to performance goals. Despite the acquisition, Hailey Bieber remains deeply involved in the company as co-founder, chief creative officer, and head of innovation, ensuring her vision continues to guide Rhode’s creative direction and product development.
This milestone places Rhode among the fastest-growing names in beauty, with Sephora positioning it as a key player in its prestige skincare lineup.
Times Square Launch Turns Heads
The official launch was celebrated at Sephora’s flagship store in Times Square, New York City. Hailey Bieber marked the occasion in a striking 1996 Donna Karan archival suit—an outfit choice that drew attention not only for its bold aesthetic but also for its symbolic nod to her own birth year.
The event featured oversized installations of Rhode products and an interactive photo booth, creating a celebratory and immersive brand experience for visitors. Bieber’s fashion at the launch became a trending topic, with her mix of tailored vintage, sheer layers, and bold lingerie-inspired styling reinforcing her reputation as both a style icon and a beauty entrepreneur.
Industry watchers noted that the Times Square debut was not just about product availability, but also about shaping Rhode’s identity as a lifestyle brand that blends modern aesthetics with a sense of playfulness and accessibility.
From E-Commerce Startup to Global Beauty Force
Rhode was founded in 2022 with a streamlined lineup of three products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment. In just three years, the brand grew exponentially, reporting over $200 million in net sales by early 2025. Its minimalist packaging, accessible pricing, and emphasis on barrier-supporting skincare helped it stand out in a saturated beauty market.
The expansion into Sephora comes with an extended lineup that now includes Peptide Lip Tints in multiple shades, Glazing Milk, Glazing Mist, Pocket Blush, and new permanent flavors of its popular lip treatments, such as Strawberry Glaze and Jelly Bean. The brand’s visibility skyrocketed even before the retail rollout, with Rhode products consistently ranking among the most-searched items on Sephora’s digital platforms.
Backed by e.l.f.’s resources and distribution power, Rhode’s Sephora debut signals a major new chapter. What began as a small direct-to-consumer startup is now on course to become a global beauty powerhouse. With Hailey Bieber continuing to shape its creative direction, Rhode is positioned to blend celebrity influence with solid commercial growth—an equation few beauty brands have achieved at this scale.
