Rhode, the beauty brand founded by Hailey Rhode Bieber, has officially launched at Sephora online and in all stores across the U.S. and Canada, with additional plans to roll out to the U.K. this fall. 

The brand launched in June 2022 with a line of edited, efficacious skincare and high-performance color cosmetics. Each launch has garnered unprecedented demand, inspiring category and culture shifts at large. 

This entry to retail marks Rhode’s next chapter of growth. Also, the launch is slated to be the largest in the retailer’s history in North America. 

Hailey Rhode Bieber, Founder, Chief Creative Officer, and Head of Innovation of Rhode and Strategic Advisor to e.l.f. Beauty, commented, 

“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. Sephora, with its global footprint, was the perfect partner to help bring my vision to life.”

At Sephora, customers can expect the visual identity the brand has built through past activations and community pop-ups, inclusive of classic grey glossy builds with sleek soft edges and mirror moments for content. 

Sephora will carry Rhode’s core product assortment, including its iconic Peptide Lip line, game-changing skincare, and “perfectly-pigmented” blush. 

To celebrate the new partnership, Rhode and Sephora will also bring back three of Rhode’s previously limited-edition Peptide Lip Treatments and Tints (Strawberry Glaze, Salty Tan, and Jelly Bean), making them permanent to Rhode’s lineup.

Priya Venkatesh, Global Chief Merchandising Officer at Sephora, said, 

“We’ve been liaising with Hailey Bieber for a while and had our eyes on Rhode since it burst into the industry. 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.”

This launch comes on the heels of e.l.f. Beauty’s $1B acquisition of Rhode, signaling the next chapter of Rhode as they look to bring the brand to more people in the U.S. and around the world.