On September 4, 2025, Hailey Bieber’s skincare brand, Rhode, achieved a significant milestone by launching at Sephora across the U.S. and Canada. This move marked Rhode’s first expansion beyond its direct-to-consumer model, signaling a new chapter in the brand’s growth. The launch was met with overwhelming success, setting records and reshaping the beauty retail landscape.
Founded in 2022 by Hailey Bieber, Rhode quickly gained attention for its minimalist approach to skincare, focusing on essential products that deliver visible results. The brand’s philosophy centers on achieving “glazed skin,” a dewy, radiant complexion that has become a hallmark of its product line. Rhode’s offerings include skincare staples like the Peptide Glazing Fluid, Barrier Restore Cream, and the Peptide Lip Tint, all designed to hydrate, nourish, and enhance the skin’s natural glow.
The partnership with Sephora was a strategic move to bring Rhode’s products to a broader audience. According to Sephora, the launch was the largest in the retailer’s North American history, underscoring the anticipation and demand for the brand. Over the past year, Rhode had garnered over 2 million unique searches on Sephora’s website and app, indicating a strong online presence and consumer interest.
In the first two days following the launch, Rhode surpassed $10 million in sales at Sephora, accounting for nearly 40% of the retailer’s sales on the day of its debut. This unprecedented lift highlighted the brand’s ability to translate online buzz into significant retail demand.
Rhode’s Sephora debut featured a curated collection of 16 products, combining beloved skincare essentials with new color cosmetics. Highlights included the Peptide Lip Tint, available in clear and seven luminous shades, which quickly became a fan favorite for its hydrating formula and subtle tint. The Pocket Blush was a highly anticipated addition that offered a natural flush of color and rapidly gained popularity among beauty enthusiasts. The Glazing Milk, a lightweight moisturizer, left skin feeling soft and dewy, embodying Rhode’s signature glazed skin look. The Peptide Glazing Fluid, known for its hydrating properties, became a staple in many skincare routines, while the Barrier Restore Cream, praised for its ability to nourish and protect the skin, was a top seller during the launch.
Additionally, three previously limited-edition Peptide Lip Treatments—Strawberry Glaze, Salty Tan, and Jelly Bean—were made permanent, much to the delight of fans.
Hailey Bieber’s personal style and public appearances played a significant role in Rhode’s success. To celebrate the Sephora launch, she appeared at the Times Square flagship store wearing a vintage 1996 Donna Karan ensemble, coinciding with her new role as the global face of DKNY. This fashion-forward approach resonated with consumers and reinforced Rhode’s image as a chic, aspirational brand.
The launch also garnered attention from other celebrities. Selena Gomez, in a surprising turn of events, publicly showed support for Hailey Bieber’s skincare brand by liking Sephora’s Instagram post celebrating Rhode’s expansion and sharing an Instagram Story stating, “You know who you are and I’m cheering you on,” which fans interpreted as a nod to Hailey.
Following the success in North America, Rhode plans to expand into the U.K. later this fall, further solidifying its position in the global beauty market. The brand’s ability to blend skincare efficacy with cosmetic appeal has set it apart in a crowded market, and its partnership with Sephora has provided the platform needed to reach a wider audience.
The acquisition of Rhode by E.l.f. Beauty for $1 billion earlier this year has provided additional resources for growth and innovation. Hailey Bieber remains deeply involved in the brand as Founder, Chief Creative Officer, Head of Innovation, and a strategic advisor, ensuring that Rhode’s vision and values continue to guide its development.
Rhode’s launch at Sephora represents a significant achievement in the beauty industry, demonstrating the power of influencer-led brands and the impact of strategic retail partnerships. With a strong product lineup, cultural relevance, and a dedicated founder, Rhode is poised for continued success and growth in the global beauty market.
