Hailey Rhode Bieber’s beauty brand Rhode‘s full assortment is now available in all Sephora stores across the U.S. and Canada, with a U.K. rollout planned for later this fall. The partnership represents between Rhode Beauty and Sephora is the largest skincare brand launch in Sephora’s North American history!
Since its 2022 debut, Rhode has become one of the fastest-growing names in hybrid beauty and skincare, earning the top spot in overall skincare 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.”
Per WWD: ‘It will no doubt benefit both parties, as Rhode — which made $212 million in net sales for the 12 months ending March 31 without any retail partnerships — and Sephora saw 2 million organic searches for the brand on Sephora’s website.’
At Sephora, shoppers will find its assortment, including its Peptide Lip Line, Rhode Skincare, Rhode lipgloss and blush. Likewise, three limited-edition lip treatments — Strawberry Glaze, Salty Tan, and Jelly Bean — are now permanent in the lineup, to celebrate 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.”
About Rhode
Hailey Bieber launched Rhode on June 15, 2022, alongside co-founders Michael D. Ratner and Lauren Ratner. The brand’s inception was rooted in Hailey’s personal skincare journey and her desire to create products that embodied her minimalist beauty philosophy. Initially, Rhode offered three core products: the Peptide Glazing Fluid, Barrier Restore Cream, and Peptide Lip Treatment, each formulated to provide hydration and a dewy glow.
Shortly after its launch, Rhode faced a trademark infringement lawsuit from a fashion brand named RHODE, co-founded by Purna Khatau and Phoebe Vickers. The fashion brand claimed that the use of the name “Rhode” by a beauty brand would cause consumer confusion. However, a judge denied the motion for a preliminary injunction, allowing Hailey Bieber’s Rhode to continue using the name. Over time, Rhode expanded its product offerings to include facial cleansers, lotions, lip balms, blushes, and hybrid makeup products. The brand’s commitment to quality and simplicity resonated with consumers, leading to rapid growth. By the fiscal year ending March 31, 2025, Rhode reported $212 million in sales, underscoring its success in the competitive beauty market.
In May 2025, Rhode was acquired by e.l.f. Beauty in a deal valued at $1 billion. The acquisition included $600 million in cash, $200 million in e.l.f. stock, and an additional $200 million contingent on Rhode’s future performance. As part of the deal, Hailey Bieber retained her role as Chief Creative Officer and Head of Innovation, continuing to lead the brand’s creative direction and product development. Following the acquisition, Rhode began expanding its retail presence. In September 2025, the brand launched its products in Sephora stores across North America and the UK. This move marked Rhode’s transition from an online-only model to a broader retail distribution, aiming to reach a wider audience and enhance brand visibility.
Rhode has maintained a strong commitment to sustainability and ethical practices. All products are vegan, cruelty-free, and gluten-free, catering to a growing consumer demand for ethical beauty products. The brand’s focus on clean ingredients and transparent sourcing reflects its dedication to environmental responsibility and consumer trust. Beyond its product offerings, Rhode has been actively involved in community engagement and empowerment initiatives. Through the Rhode Futures Foundation, the brand supports various causes, including women’s health and economic empowerment. These initiatives align with Hailey Bieber’s vision of using the brand as a platform for positive social impact.
FAQS On Using Clean Beauty Brands Effectively
What does “clean” mean for Rhode products?
Rhode defines its products as “clean” by developing its formulations in partnership with dermatologists and chemists, ensuring they are suitable for all skin types. The brand avoids harmful ingredients like parabens, sulfates, phthalates, and synthetic fragrances.
Are Rhode products vegan and cruelty-free?
Yes, all Rhode products are vegan and cruelty-free. They are certified by Leaping Bunny and PETA, ensuring no animal testing is involved in their development
Are Rhode products fragrance-free?
Yes, all Rhode skincare products are fragrance-free. This makes them suitable for individuals with sensitive skin or those prone to fragrance allergies
Are Rhode products safe to use during pregnancy?
While Rhode’s formulations do not contain ingredients identified as unsafe for pregnant or breastfeeding individuals, it’s recommended to consult with a healthcare provider before use.
How can I ensure I’m purchasing authentic Rhode products?
To guarantee authenticity, purchase Rhode products directly from their official website, verified Instagram Shop, TikTok Shop, or authorized retailers like Sephora. Avoid third-party websites!
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
