rhode, the breakthrough beauty brand founded by Hailey Rhode Bieber, will officially be available to shop at Sephora online and in all stores across the U.S. and Canada starting today, with additional plans to roll out to the U.K. this fall. The launch is slated to be the largest in the retailer’s history in North America. Over the last year, there’s been over 2 million unique searches for rhode across Sephora’s site and app.
The brand launched in June 2022 with a line of edited, efficacious skincare and now, high-performance color cosmetics. Each launch has garnered unprecedented demand, inspiring category and culture shifts at large. rhode is now the fastest-growing brand in the skincare industry, and is the #1 overall skincare brand by EMV (according to Tribe Dynamics). This entry to retail marks rhode’s next chapter of growth.
“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.”
There are clear synergies between the power of rhode’s community and Sephora’s. Tapping into community is what rhode does best and through this partnership, they’ll reach an entirely new faction of beauty consumers.
“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,” said Lauren Ratner, Co-Founder, President & Chief Brand Officer of rhode. "Sephora allows us to bring the world of rhode to even more people and continue building the brand in a meaningful and interactive way.”
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. It’s what rhode’s audience knows and loves, now brought to life in a retail environment. Sephora will carry rhode’s core product assortment including its iconic Peptide Lip line, gamechanging 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.
“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.
This launch comes on the heels of e.l.f. Beauty’s (NYSE: ELF) $1B acquisition of rhode and signals the next chapter of rhode as they look to bring the brand to more people in the U.S. and around the world.